Once got Horvat's name and # stitched onto my jersey at Pacific Coast Cresting for $25 (they were having a sale). I would definitely look somewhere besides the team store to do it for you.
Team store definitely isn't the only option. With that said, I prefer it to ensure the fonts and colors are right. I've gotten other Nucks jerseys done in different places, and the shade of blue was off, letters slightly too narrow/wide etc.