Paisley Town: The New Face of Grand Avenue

The migration of ASU students to the Downtown campus has only meant good things for neighborhood businesses. But what about the hot spots beyond Roosevelt Row and the Arizona Center? Lying just outside the traditional corridors and constraints of downtown is a buzzing art haven — a place where originality is encouraged and downtown businesses work hand-in-hand like a true small-town community.

The place is Paisley Town.

Recognizable only by the Paisley Violin Café and a neighboring sign, the art hub is easy to miss. But if passersby were to take a closer look at the intersection of Grand and 10th Avenues (mere blocks from the downtown campus) they could see the collection of shops, eateries and galleries that provide the perfect in-town getaway from the hectic class schedule.

The concept began in 2008 when Gina and Derrick Suarez, the husband-and-wife team behind Paisley Violin Café, decided to expand upon the surrounding property.

“We wanted to buy our own property,” Gina says. “We had no idea that it would take off eventually into another arts creative district.”

The surrounding “village” consists of six cottages located behind the café, which take up an entire block of the surrounding residential neighborhood. The houses were originally used during WWII as Japanese internment holdings. The couple heard about the opportunity to use the vacant houses from Tom Carmody, the man they rented from at the original Paisley Violin Café – previously on Roosevelt Row.

The Suarezes thought expanding the business into the cottages would attract more customers, because of both the space and the back story. So Gina and her husband had the houses moved from 17th Drive and McDowell Road to the current Grand Avenue location, which proved to be no easy task.

After a city storefront grant and cooperation from Phoenix city officials, the Suarezes had the green light to execute their master plan. New bases for the houses were constructed, and all new plumbing and electric were installed in each unit. Finally, the cottages were moved one by one onto the vacant lot behind Paisley.

“It was a long process,” Gina says. “It was all friends and family helping us. We put our life, our sweat and our equity into this. I feel like I’ve aged about 20 years.”

Since its inception, Paisley Town has been instrumental in reviving downtown, creating a competing art scene with Roosevelt Row and re-instating Grand Avenue’s good name.

“It’s kind of a shady area, that’s the stigma it’s become,” Gina says, referring to the notion that, until recently, the widespread belief among the greater Phoenix community was that Grand was a “ghost town.”

Activity on the avenue had become increasingly suspicious and gang activity became an issue as businesses moved to more profitable areas. Slowly, local shops began to return, as did the Avenue’s good name. Today Grand Avenue is frequented by Downtown’s professionals, but not necessarily the students.

“We really want to get ASU in here and do events with them,” Gina says. “We have wine and beer. We’re really laid back. I think we can offer students more of a hang out spot than Roosevelt.”

One way the Suarezes are hoping to do this is through discounts at their restaurant, the Paisley Violin Café, which offers student discounts of up to 10 percent off meals. Additionally, each unit hands out coupons for 15 percent off shopping in the entire town.

The businesses are also working on community events. The town boasts a Tuesday movie night and live music on Thursdays to start the weekend. First Friday is a huge draw for the town as well, with the inclusion of street musicians, artists and vendors to the regular businesses.

Paisley Town was a key participant in the first Grand Avenue Festival, held in October. The festival featured fashion shows from Paisley boutiques, local art, food and music. The sense of community that inspired the Festival is also palpable within Paisley itself. Each unit (be.headed, Butter Toast Boutique, Wicked Wear, Urban Floral Art, Sue Morse Gallery, Dopestone and of course, the Paisley Violin) looks at the Town’s creation as a familial effort. This air of togetherness is clear, both in the individual businesses and collective Paisley community.

“It’s working a lot better than I had ever imagined it could be,” Gina says. “All of a sudden we have a community. All of them are very creative, passionate people. They all bounce off each other so nicely.”

Paisley Violin Café

The heart and mind behind Paisley Town sits just outside the ring of cottages, in a large, reddish building facing Grand Avenue.

Paisley Violin Café has been in operation since 2001 when the Suarezes first opened their doors on Roosevelt Row. The two were interested in running a restaurant. The location and time period offered the perfect opportunity.

“I’ve always been interested in the development of an idea,” Gina says. “How you entice people and create something in a city… at times we spread ourselves a little thin because of our passion to keep going.”

It was on Roosevelt Street where the Suarezes first met fellow business owners Girard DeMuro and Marcia Underwood. DeMuro’s be.headed Salon neighbored the Café, and he would often visit through the adjoining door. The business owners quickly became personal and professional friends, and be.headed was the second business to join Paisley Town. Underwood’s venture, Wicked Wear, was the first.

The restaurant itself is both quirky and welcoming. A fat chef caricature holding a marker board sign boasts the daily specials, which include sandwiches like ‘La Baba’  the ‘Chaandmps d’Elysee’. The menu is inviting, with hints of culinary creativity peppering traditional American staples such as a barbecue sandwich or a BLT.

The racks adorning the long bar are filled with various wines and a see-through fridge holds an array of beer for patrons. The Suarezes are looking to create a beer garden for the Town — a move they hope will draw the ASU crowd.

“Everybody goes to Starbucks because it is so familiar,” Gina says. “We draw people away from Starbucks. It’s different, it’s a downtown feel here. Everybody comes here and loves our coffee, yet it hasn’t taken off yet. If they just go for the unfamiliar instead of the familiar…” she explains, sounding hopeful.

1030 N. Grand Ave.
(602) 254-7843
Thepaisley.com

be.headed Artistic Hair Studio

The bond between a woman and her hairdresser is a deeply personal friendship. It is one that often takes years of personal attention and repeated service to develop. Yet once it does, it is a bond that lasts — through cuts and colors.

It’s this type of relationship that hairstylist Girard Demuro works to achieve at be.headed. Demuro’s expertise and interests seem worthy of swanky Scottsdale salons, yet Demuro’s business is incredibly devoted to the customer.

“It helps you [the client] be yourself more,” Demuro explains. “That’s my goal, to heighten your confidence.”

Demuro says he was looking for a space that would help open up and strengthen the client-hairdresser relationship.

He first met the Suarezes when be.headed stood next to the Paisley Violin Café on Roosevelt Row. There, Demuro was getting a lot of media attention and business was booming. But the direction of the art district changed, and when Paisley left so did Demuro.

They kept in touch, and Demuro remained interested in downtown Phoenix and the ever-changing creative direction. When the Suarezes proposed the idea to sign on, he was the second to agree to do so — a move he clearly is proud to have made.

“Being part of the art scene opens you up to change,” he says. “It is fun to evolve and grow. Hopefully I could help you reach that.”

At Paisley Town, the size of the cottage plays to Demuro’s one-on-one outlook — creativity and a flair for self-expression is palpable in Demuro’s space. The singular chair and sink require him to be completely focused on the customer. A large mirror originally constructed from a door is the focal point of the room. The shelving is decorated with collages from local artists and fliers promoting the downtown Phoenix lifestyle. The space is airy and inviting, proving that in the world of styling, customer service and satisfaction is key.

“It’s not about my ego,” Demuro says. “It’s about making the client feel the best about themselves within your budget and your genetics. Something that compliments your foundation, achieving the best result you can be.”

He does admit that the stigma of Grand Avenue has had some negative impact on his business. A few clients refused to follow him to the new location and many more were wary about their first visit. But Demuro insists the bad vibe surrounding the area is all hype, and credits the Town for bringing the community together and supporting local businesses.

Demuro’s genuine admiration for the client and passion for attention to detail is reflected not only in his work space, but his persona. It’s this attitude that runs rampant in Paisley Town making it a unique and enticing oasis in the city.

1028 N. Grand Ave. #6
(602) 252.3232
Beheadedsalon.com

Butter Toast Boutique

In the fashion world, “vintage” can bring up images of dirty thrift stores, mothballs and a grandmother’s closet. The effort required to find decent used clothing is enough — good luck creating a modern look. As a result, these old-school gems often end up right back in the Salvation Army.

This is the mentality the duo behind Butter Toast Boutique are out to combat.

“I have always liked vintage,” says Jasmine Jarrett, co-owner of Butter Toast. Standing behind a glass case counter filled with vintage jewelery, Traci Nelson, fellow owner of Butter Toast, agrees.

“I thought ‘I should do this,’” says Nelson of creating a store exclusively for vintage-turned-modern pieces. “I thought it would be cool.”

Nelson originally created her own business, Recycled Glam. Focusing on turning something old into something new and glamorous, Nelson would alter items or add accessories like sequins or sparkle to an otherwise dull piece. The move began to satisfy her own interests, and never really took off as a business.

Instead, Nelson focused on modeling the looks she loved, and the two teamed up during Jarrett’s first venture into the world of vintage: Billie Goat Vintage.

Originally an eBay store and now under the umbrella of Butter Toast as their “online store,” Billie Goat creates modern looks with updated vintage pieces and sells the styles to a Web-exclusive audience. While Jarrett was the one-woman operation behind the business, Nelson modeled outfits for the Web site.

“After I started modeling for Billie Goat I got really into vintage,” Nelson explains. “There’s the whole recycling aspect [that makes] vintage an easier outlet to get into. Vintage is OK to love.”

The two quickly became friends and began collaborating on a new endeavor.

“We decided we wanted to be a brick and mortar store,” Jarrett says. Thus, Butter Toast was born.

“We spent day and night on the store,” Nelson adds. “I lost my [other] job at that point because I dedicated so much to the store. It was my baby.”

The boutique, which celebrated its first year in business on November 7, was formerly located in the heart of the First Friday mecca, at a gallery called Anti-Space.

Butter Toast officially relocated in April 2009 and found that their new home at Paisley was conducive to a love of recycled art, which kept the traffic flowing. The twosome say consumers often discount vintage because it of its age and perceived difficulty to work with. At the boutique, the pair focus heavily on styling and altering vintage so it fits nicely into today’s market.

“I like mixing modern and vintage. I’m always into everything. I’m always changing,” Nelson says, adding that vintage lends itself nicely to nearly every style.

Butter Toast is hoping that Paisley’s creative flair and passion for DIY will allows them opportunities beyond sales. The two look to offer workshops to teach customers about vintage and alterations, as well as fashion shows to promote their stock.

“So many modern looks are vintage-inspired,” Jarrett says. “If anything’s too big, it’s easy to alter it down. I’d like to do workshops and alter [the customers’] stuff. So many people pass on things because they don’t see the possibility in something.”

1028 N. Grand Ave. # 4
(602) 258-3458
Buttertoastboutique.com

Wicked Wear

Marcia Underwood’s true profession may be mistaken upon first glance. Sitting at a table in Paisley’s shaded patio, she’s decked out in camouflage and looks like she means serious business. However, it doesn’t take long for her to crack a smile and share the tale of how she became known as “the sewing lady.”

“My sewing is solely for selfish purposes,” she says. “I wanted something else do to, and I needed to go back to work full-time. I went to work for the military, but I needed an outlet.”

Underwood is the founder of Wicked Wear, which she and her partner Clifton Pierce run together. Though she began sewing at 9-years-old, she has been operating under the Wicked Wear name for the last 15 years.

“Being around friends, they would ask me ‘oh can you make this?’ or say ‘this is how it’s made.’ I took my sewing machine to Summer Solstice and made things there, altering dresses,” Underwood says. “I became known as the sewing lady.”

Today’s Wicked Wear store at Paisley sells all kinds of clothing and boutique items. Everything is handmade, Underwood says, and she tries to keep it organic as much as possible.

“You get to a certain point in your life and you just want to be stress free and have fun,” she says. “This is my fun.”

Underwood says her next step is getting the community involved in her projects, something she plans to partner with Paisley owner Gina Suarez.

“We want to make sure we get the neighborhood involved,” she says. “Once you get the neighborhood to back you, you get the community.”

She and Suarez are trying to create an old-fashioned “Santa’s Workshop” closer to the holiday season. She plans to make a day out of it, with a Santa for the kids, live music, and craft workshops. Underwood says Paisley’s communal atmosphere is the perfect environment for this type of event. A down economy allows for increased creativity and she predicts homemade gifts will be popular this holiday season.

“This is the new cornerstone of Grand Avenue,” she says. “We haven’t even been open for a year yet, but we’re still surviving. And in this economy, that’s saying something.”

1030 N. Grand Ave Suite #5
Thepaisley.com

Urban Floral Art

“This is actually my work space,” says Martin Gonzales. The 28-year-old self-taught painter stands in his modest house at Paisley Town, gesturing around the tiny room, the walls covered with a collection of floral art.

The flowers and women adorning the various sized canvases may seem basic: bright colors, broad strokes, simple message. In reality, Gonzales’ paintings are a reflection of his personal history. Gonzales, who has been drawing his entire life, used to be a florist.

“People are pretty receptive to the color,” Gonzales says. “I do mostly acrylics – organic, natural things. Some people say it’s a little impressionistic, portraitist or naturalist. I certainly don’t know. People just see it and feel good.”

Gonzales says above all else he wants his art to be accessible; the goal is to promote the Phoenix art scene to the public.

“I think about what would I be willing to pay for it,” explains Gonzales, whose main source of income is a job at Starbucks in Phoenix Sky Harbor International Airport. “If I sold every piece for $10 I think that would be OK. Artists are generally used to struggling. Just having a place to do it is what is important to me.”

A fifth-generation Arizonan and native Phoenician, it becomes clear that Gonzales’ true motivation is to see the downtown art scene blossom.

“I feel really attracted to downtown,” Gonzales says. “It’s moving really fast. There are a lot more eyes than 10 years ago. Arizona is really diverse and I see Phoenix revitalized in its culture.”

Gonzales moved into a space at Paisley Town in early 2009 and found that the layout and community was more than conducive to his art style. “I needed more room and I wanted a place where people could come see my work whenever they wanted,” Gonzales says. “I wanted to be around other artists.”

Gonzales’ Paisley neighbor, Sue Morse, is a fellow artist specializing in pottery. The other shops around him often display art prints, something Gonzales himself is working on selling.

Overall it seems Paisley is an ideal first gallery space for Gonzales. Not only does it allow him to grow as a painter; he uses the surrounding downtown and fellow artists to help become a profitable business owner benefiting the community. Gonzales, who is even contemplating adding a bed and other amenities to create an in-studio home for himself because he sleeps at the studio so much, recognizes Paisley’s potential.

“There’s something that’s always been here,” Gonzales says. “I think we’re just beginning. There’s more diversity now. We have everything we need. I would like to see it become a destination, [but] it’s still early.”

1030 N. Grand Ave Suite #2
Thepaisley.com

Sue Morse Gallery

Visitors will not find cups or bowls on the shelves of Sue Morse’s ceramic gallery. Her self-titled Paisley gallery houses seven artists specializing in non-traditional ceramic approaches.

“There’s nothing you can eat out of,” Morse says with a smile.

Instead the pieces are abstract and unexpected, in both look and color, and are often formed using the raku method.

Raku is a very involved form of firing a clay piece. The clay creations are baked in the kiln — the large “oven” where pottery is fired — for an extended period of time, sometimes as long as two days, at high temperatures. It is then removed from the kiln while it is still hot, at temperatures as high as 1900 degrees. From there the piece is placed in a trashcan-like container of combustible material which is responsible for the coloring of the finished piece. The smoke penetrates the clear glaze on the clay, creating unique patterns that could not otherwise be designed.

Morse originally began as a bottle maker who returned to pottery six years ago and now specializes in naked raku. Naked raku requires a piece to be bisque-fired with both a sacrificial slip and glaze before entering the kiln. The pottery must also be completely smooth and hard before finished.

“It’s a very time consuming process, but I think it’s worth it,” Morse says. She admits it does have it’s dangers, as the kiln projects intense heat. “The worst I’ve ever done is burn a couple of eyelashes,” she says.

The gallery is filled with floor-to-ceiling shelving, home to intricate pieces that are more abstract than functional. The details are what sets this work apart from other types of ceramic art — no two smoke patterns can be duplicated. The result varies a little each time. Morse displays designers from all over the country, including some founding fathers of the naked raku process. Her own work (which she says she’s “always looking for new ways to prefect”) is shown as well, though no specific artist is the focal point of the gallery.

Morse began offering workshops for those interested in the process. The naked raku workshops she hosts cost approximately $108 per day and include all materials. Classes are capped at 10 students, which allows Morse to give each person the personal attention necessary to understand the process.

Morse had no intention of opening a gallery at Paisley until she stopped in the café one day.

“I wasn’t even here three minutes,” Morse says. She liked that there were other shops on the property and fellow artists in the area. Morse set up shop and opened her gallery in April.

“It’s a little bit of a secret,” she says of Paisley Town. “I think it’s a little bohemian area. It’s an atmosphere that is very relaxing.”

1030 N. Grand Ave Suite #1
Thepaisley.com

Contact the reporter at janessa.hilliard@asu.edu.

Tagged as: Arts, be.headed, Butter Toast, feature, Paisley Town, Paisley Violin Café, Phoenix, Sue Morse Gallery, Urban Floral Art, Wicked Wear