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Ashley M. Feather, owner and designer of Soul Surfer Screenprinting and Custom Designs, turned down her first job offer out of college to follow her passion. At her shop in Bethlehem, Feather makes napkin doodles come alive, and she does it all by hand. Her appreciation for old-school printing and her desire to pump a little extra beauty into the world epitomize just how much “soul” she has to offer.
Tell us about the significance of exclusively hand printing rather than doing automated printing.
I am 32 years old, but I have the mentality of a much older person. I understand [that] all the technology and instant gratification of our age can be influential in so many ways. Call me ancient, but I appreciate the skills and artistry of learning the old-school ways of our crafts. Yes, it would be much easier on my life some days if everything were automated, but there’s a sense of pride knowing what I’ve created with my own hands. It may not be the best way or most practical to print everything by hand, but to me it is the most rewarding.
Where did the name Soul Surfer come from?
I credit my oldest brother, Scott, with whom I actually share the retail space, with naming the business. Toward the end of my junior year of school at Moravian College, he gave me a license plate with “Soul Surfer” on it and a logo that he designed. From there, during my senior year, I began creating different designs and logos based off of what he gave me. In essence, this was the beginning stage of building my brand.
How did the shop get started?
After college, I had one interview and got the job, which I declined. I was proud of myself for getting the job, but I thought “I can do this on my own, and it’s the perfect time in my life. If it succeeds, awesome, if not, at least I gave it my all and can move forward.” From the skills I had learned in my printmaking class, I began screen printing at home in the months following graduation. In December 2007, my brother and I were given the opportunity to remodel/rent retail space on Walnut Street that had been vacant for several years. It took a few months to get it all organized, but on May 16, 2008 we were officially open and have been there since.
What are some items that customers frequently request?
Obviously, the main item people request is T-shirts! Schools, teams, wedding parties and gifts—whatever idea someone has, whether it’s a doodle on a napkin or a perfect vector file, I will try to bring it to life!
What is a service/product you provide that people might not know about?
I love printing custom baby clothes. They are so tiny and darling. Two other items that I love to make, and have nothing to do with printing, are floral-inspired dream catchers and crowns. My job title is a screen printer, but at heart, I have always been an artist and love to create anything that inspires me and brings a little extra beauty into the world.
What role does your Etsy shop play in the business?
The main part of my business is the custom orders and specialty projects for my customers. The Etsy shop, in some way, is my portfolio of all the items I print for fun and have in my retail store as well.
What’s on the horizon for Soul Surfer?
I hope to grow in small steps over the next few months. I’m learning new techniques and looking into investing in more equipment to produce even better products for my customers in the future.
Every day, I’m learning and experiencing life. Bethlehem has always been my home; it is a truly lovely town, but, at some point, I would love to have another location slightly closer to the ocean.
24 W. Walnut St., Bethlehem | 484.716.1810 | soulsurfersun.com
