Front and Center from Dance Retailer News

Front and Center with Joy Ellis

   Footlights Dance & Theatre

 Boutique

DRN Advisory Board member Joy Ellis opened 

Footlights Dance & Theatre Boutique in Frederick,

MD, in August, 1991—just in time for back-to-school season. In the 22 years since, she has nurtured and expanded her business, turning it into a pointe-shoefitting mecca for many Washington, DC–area dancers. Last fall, she pushed her store to new heights by opening a second location 40 miles away in Silver Spring, MD. This month, DRN caught up with Ellis to discuss the challenges she faced while building her business, her proudest moments as a storeowner and more.

What was the biggest challenge you faced when growing your store, and how did you

overcome it?  JE: Getting the right staff is a challenge for any business. With two locations and almost 20 staff members, scheduling, training and communicating with everyone is a challenge. We have staff meetings, gatherings outside of work, in-service sessions and anything else we can to build a better team atmosphere.

What’s the best piece of advice you’d offer a new storeowner?  JE: Make sure you take time off.  I know it’s really hard to let go and let someone else be in control, but you need time to relax and recharge. Some of your best ideas are waiting in a well-rested mind and body.

Describe your proudest moment as a 

storeowner.  JE: I’ve had dancers from across the country visit our store after telling me they were in the Washington, DC, area and heard they needed to visit Footlights. They made time in their vacation plans and came to see us. Some continue to order from us even after they have returned home. Most tell us it was the best dance store they have ever seen.

What type of marketing works best for you,  and why do you think it works so well?

JE: We always love word-of-mouth advertising from  our satisfied customers. However, we do a monthly newsletter, e-mail blasts and Facebook and Twitter  posts. We have younger clients, so anything you can send to a smartphone is successful.

   Describe your most memorable promotion or in-store event.  JE: It was an unexpected visit by the     one-and-only Mark Suffolk [of Suffolk Pointe Company]. Mark and his wife Keri and his staff stopped by   our store one Saturday en route to the Mid-Atlantic Dance Show in Baltimore. We were extremely busy that day with a pointe-shoe-fitting event, and Mark, Keri and staff just jumped in and started helping   customers. We were thankful for the help, but the customers were totally ecstatic about having a fitting done by Mark! It was a great, spontaneous in-store event. Thank you Mark!

Pointe Shoe Fitting, From the Other Side of the Bench

            For the past 24 years I have worn pointe shoes, 17 years ago I began teaching ballet and pointe, and I have also been fitting pointe shoes for 16 years. Through all of this experience I have discovered that there are few things that I have not seen in regards to pointe shoe fittings or few requests that I have not heard. Over the years here at Footlights, we have all learned tremendous amounts of information about pointe shoe fittings and thought it would be nice to pass some of this knowledge along to our customers to ensure that every visit to the store is above and beyond your expectations.

            Yes, it is true that we keep a record of every purchase that you make at Footlights. These records have proven to be helpful if you happen to lose a shoe, call to place an order, or do not have the packaging or know what type of shoe that you previously ordered. However, every dancer should know the type of pointe shoe that they wear, so that they are aware of what qualities they like and do not like in their shoes. Do they like a high vamp with high wings or a lower vamp with less wings? Do they like a stronger shank, a lighter shank, or maybe even a three quarter of skived out shank? All of these details, along with about ten other things, are taken into account during the fitting to ensure that the shoe works best for the dancers foot. The more the dancer knows about her own shoes, the better we can help her. Don’t forget, if your daughter is lucky enough to get hired into a company, the company buys a number of shoes for each dancer every season! The last thing that the company wants to hear when asking what type of shoes the dancer needs is, “ I don’t know, but Footlights has it on file”.

            It is always helpful to know if there are shoes that your teacher prefers over others, or shoes that are banned at your school. We are able to provide a much more pleasant experience if you take the time to gather information from your teachers prior to your visit to Footlights. Over the years we have worked with many different teachers and may already have an understanding of their preferences. However, there are times when we may not have knowledge of your teachers preferences, which is why it is important for the dancer to gather this information beforehand. We always encourage students to invite their teachers to come along to the fitting. Teacher involvement during the fitting also gives the teacher the same “birds eye” view that we see when helping to chose the shoe that is right for you. 

            Another thing to remember is to bring your old shoes and padding to your fitting for new pointe shoes. We do have some sample pads, but we advise you to bring your own due to the fact that everyone wears in their pads differently and as dancers get more advanced they find little things that make their shoes more comfortable for them. By bringing your pads we can ensure that the fit is correct both in the store and when you get home. We also appreciate when you bring your old shoes to your fittings, so we can look at them and see how they work on your feet. If we can see the old shoes on your foot, we may be able to see what was not working and move on to shoes that will work better for your feet. Please remember, always bring your old shoes and pads with you to your next fitting!

            Lastly, and most importantly, always remember to talk to us! It is true that not every fitter has been through the adventure of finding the perfect pointe shoe, and the pain from wearing them for hours at a time, but the fitters have helped hundred of other girls to find their perfect shoe. The more you can tell us about how the shoe feels, the better we can help you. We are here to help you find the best shoe, not the shoe that is just “fine” or “okay”. “Fine” and “okay” are not descriptive enough to tell us what is happening. We do not know if it means that you really like the shoe or if you are simply settling because you do not want to try on more shoes or bother your fitter. Please, bother us! We want to get it right, not just “okay” or “fine”.

            A decade ago, when I was dancing full time, most of today’s prominent pointe shoe companies did not even exist. Back then, there were not near as many shoes to choose from and therefore the likelihood of finding the perfect pointe shoe was much slimmer. Now that there are so many shoes to choose from, take advantage and try them on! Good luck, and I hope that when you come in to Footlights for your next pair of pointe shoes that some of this information will be helpful. Remember, we are here for you and want to make sure that you get the shoe that is right for you. I have worn some bad pointe shoes in my day, and I would not wish that on my worst enemy! Please let us help you to find that “perfect” shoe!

                                                                                                                                     

- Heather Grimm

Silver Spring - A Construction Timeline

Phew! We made it! Can you believe it, Silver Spring is open! And to say the space has come a long way is a bit of an understatement. The new store was formerly a salon and ended up having to be gutted before it was re-built to our specifications. As with any building project there were issues with code that needed to be fixed, a lot of time spent waiting for permits, and a lot of stress to boot. But look at the end result! We love the finished product and hope you do too.  So here it is, from start to finish.  Stop by and see us soon!

Before: The former Salon

In the process of being completely gutted!

After being gutted

The new front door had to be changed to open out instead of in to meet code.

Walls!  The drywall just went up. This was an exciting day.

Paint on the walls…we love that red!

The floors are in and the shelving is going up.

The shelving is almost complete.  Everything is starting to come together.

The register area is being set up.

The counter tops have been installed.

Construction is complete and the merchandise has arrived. It’s time for us to get to work.

The Graphics were put on the front windows.  Silver Spring is a Capezio “concept store”.                                               We will still have all the brands you know and love.

Merchandise is on the shelves and racks.  We are officially open for business!  Hope to see you here soon.                                             

~  938 Wayne Avenue, Silver Spring, MD 20910  ~  301-326-4351  ~                                                   ~  SilverSpring@dancefootlights.com  ~

Off The Sales Rack...B4113T SP33K. LOL.

B4113T SP33K. LOL.

Why is it that we can share every detail of our days—from the number of classes we have to endure, to what we’re eating or watching on TV, to when we decide to finally turn out for the night—on Facebook and Twitter (it’s ok I’m guilty of publicly counting down the days to the return of one particular FX show on Oct. 17th, too), but when a Footlights Associate asks you how a shoe feels, we’re suddenly met with that deer-in-headlights-I-just-forgot-my-routine-on-stage-I-don’t-know-panic look of bewilderment? “Uhh…”

Warning: The following will be brutally honest.

Girls and Boys, if you are capable of learning choreography and performing it unsupervised on stage, you are capable of telling a Shoe Fitter if something doesn’t feel right, at the moment you are asked, and more importantly, be able to explain “why” and tell “where” or “how”.

If you have ever remembered a locker combination, you can remember the make, model, size, width, and shank of your shoes. (Hey…RV3722FS or Euro6xx could even make a great Internet password!)

If you own a cell phone, laptop, iPad, iPod, or other “smart” device, you have an easy way to store this information that is easily accessible.  In fact, taking a picture of the box is a great way to save your shoe preferences so it can be quickly communicated—i.e. picture messaged, wink, wink—to Mom and Dad, allowing them to buy or order a new pair without you. Go the extra mile to also save a pic of your sewn shoe, giving us the answer to the “what kind of ribbon and elastic” question. Slide 1, shoebox, Slide 2, sewn shoes, text “Thanks, Mom!”. Perfect. (And Mom, that’s when you reply with a pic of a dirty room, pile of laundry, or sink full of dishes. “Thanks, Daughter!”)

You come to Footlights because we are skilled at fitting shoes, but we are not mind-readers, and new return policies state that purchasing a shoe means that you, or your child, are satisfied with the fit. If you don’t like something, you need to speak up during your fitting.

Additionally, new POS systems will make finding your purchase histories more difficult, and possibly impossible, until kinks get worked out. It’s time to put those shoe styles and sizes to memory. Please. I’m begging.

(As a note, this does NOT mean we do not accept shoe returns. We accept returned merchandise that is not worn or sewn and is accompanied with the appropriate packaging and receipt within 30 days of purchase. You just can’t accuse us of fitting improperly. If you have any questions regarding our policies, any associate will be happy to explain it to you. Return and Fitting policies are stated at the bottom of all receipts and at all fitting stations, respectively.)

Everything can be solved with better communication, so let’s see if I can communicate to you how to better communicate with your Fitters. We’ll open this discussion with describing how a pointe shoe should fit.

Fitter Ezzie explains it best. “A pointe shoe should feel like a bear hug. It should be snug, but not tight. Your toes should touch the end, but they should not cross over and they should not crunch.” In pointe shoes, your leg should create a straight line from your hip, to your knee, to your ankle, and your toes. This all depends on the strength of your foot and ankle, but the best fit will aid even weaker feet in achieving this. This may not be how you want the shoe to feel, but it is what you need to become a proper ballerina. When interpreting levels of discomfort, you must differentiate between your muscles aching and your foot being in pain as well as the difference between pressure and pain.  The shoe putting pressure on the foot is often good as it means the foot is being held securely in the shoe.

Now that we are on the same page as to how we should want our shoes to fit, here are some good terms to incorporate into your vocabulary, as there is a 99.9% chance at least one of them will be uttered during your fitting.

Sinking–Slipping or sliding down in your shoe. This happens when your shoe is too wide, and we will usually ask you to “cross over into 5^th, and bourrée.” This movement offers the shoes ample opportunity to wiggle as it follows your foot up-and-down. Why is this bad? A pointe shoe that wiggles will rub against your foot and lead to blisters. A properly fitting pointe shoe will move with your foot, not follow it. Also, a shoe that allows you to sink will cause pain on or in your big toe. This is not good.

Something to remember: pointe shoes widen as they break in, some brands more than others; this is another reason pointe shoes should be snug upon purchasing. It is impossible for a shoe to be “too narrow” and for your foot to sink, yet this is a repeated claim. It continues to baffle us.

Sickling–A very bad word for dancers. It occurs when the dancer turns his or her foot in from the ankle. It breaks the straight line of the leg. Ultimately, it is a fault within the dancer to be given focus during exercise, but having a properly fitting shoe can greatly improve alignment of the foot and ankle.

Twisting Shank–­­An improper fit is identified when the shoe’s shank does not align with the dancer’s heel. Ribbons and elastic can remedy this at times, but the best choice is to find a shoe where the shank matches the arch of your foot.

Being lifted v. Sitting in your shoes–Being “lifted” is part of your regular ballet posture. It requires you to engage your muscles. If you don’t put in the work, you’ll relax and “sit” in your shoes, using the shoe to push you up. Despite being over your box, the line of your leg will not be straight, and you will not develop your muscles.

This can be remedied with a shoe with a higher wing. A higher wing contains your foot, forcing you to point. It will mean more work for you. But the alternative is purchasing shoes more frequently as they are not designed to hold you up and will wear out much faster if you sit in them. Remember, your shoes are an accessory to make you look good, and not a crutch to rely on.

Knuckling–This is when your metatarsals can be seen jutting out. It does not look pretty and usually means your toes are curling. It is another sign that you are sitting in your shoes and can also be solved with a higher wing.

What we need to know when fitting you:

Are your toes curling? This means the shoe is too short, the wing is too low, the profile is to high, or the shank is not strong enough.

Do you feel pain in your big toe? The shoe is too wide.
Are you sinking? The shoe is too wide.
Do you feel the floor? If not, the shoe is too narrow.
Does it hurt, do you feel pressure, or it is uncomfortable? This is subjective.
Are you over the box? The shank isn’t going in to your arch. It may be too strong. Or the vamp may be too high, preventing you from pointing your foot.

Anytime you find displeasure with a shoe, we need to know the kind of issue. Is it rubbing, pressure, painful…? We need to know where. If you have issues with your previous shoes, was it the box, the shank, or somewhere else?

Sometimes teachers have preferences, too. Some just don’t like certain brands. They might be too loud, might not fit their aesthetics, or sometimes there just isn’t a reason. In cases of especially picky teachers, we recommend dancers spend the extra money on two shoes and offer both options, returning the rejected pair. Ask your teachers about any preferences, understand the reasons, and share this to your fitter.

If you have been encouraged to try something new, get professional suggestions. Don’t merely assume the solution. As an example, just because your shank dies first does not mean you need a stronger shank, and a shank that is too strong will snap in half quicker than a softer shank will die.

For the best fitting, bring your old shoes so that we may troubleshoot any problems. Bring your padding, spacers, and other accessories, as anything that takes up space in your shoes will affect the fit. If you plan on changing any padding, announce so prior to fitting.

In summary, be prepared, ask questions, and speak up!

And hopefully, now you have been given the words to effectively communicate your thoughts after checking out the Sales Rack.

Off The Sales Rack...Sew Confusing

Sew Confusing

I once had a button fall off a jacket while I was away at college. My dorm mates sat in bewilderment as I pulled out a needle and thread to sew it back on. “You know how to sew?!”

Well, I’m no seamstress, but yes, I can find my way around a needle and thread. You can, too. It easy, and as dancers, you might find yourself needing to mend more than just buttons. It’s always a great way to personalize the fit of your shoes, too.

Ballet Slippers

“What do you do with the straps?” It’s a common question asked when presented with a split-sole flat shoe. For novice ballerinas and their parents, or those graduating to split-sole shoes, the criss-cross elastics are confusing. There are suddenly two elastics. And they aren’t sewn. What. Is. This?

While there is always a pretty standard place to sew all of ballet shoes, the idea is that more advanced dancers would give themselves that personal fit. Some manufacturers are realizing that, as of late, fewer and fewer individuals are, in fact, learning to sew, they are producing shoes that have elastics fully attached. (I do not suggest you gravitate toward these shoes on that feature alone. That’s why I’m not going to tell you which brands are doing it. Always opt for the best fit over the most convenient.)

If you do win the shoe lottery with a pair already sewn, just ask someone with a high instep, narrow ankle, or fussy child why letting someone else sew your shoes isn’t so great. Even full-sole, single loop shoes have had to be altered for those reasons, and that’s a lot more trouble than sewing alone.

For slippers with a criss-cross strap, the back ends are usually pre-sewn. Yay! Should these not come already attached, the location can be identified as follows: Fold the heel down, creating a triangle, with the back seam falling straight down the center of the shoe width-wise. Sew the elastics next to the creases at the back of the shoe.

The front ends get, most often, sewn in the center of the shoe, length-wise, usually delineated by a center seam, or two angled seams that form a triangle at the center. Adjust the location, as necessary to line up with the arch of the foot.

Elastics should fit snug, but not too tight. Sew on the inside of the shoes, and make sure to stitch below the drawstrings.

Pointe Shoes

You will need both ribbon and elastic, both of which do not normally come with the shoes. If you purchase these items through Footlights, you will receive one long piece of ribbon, around 2.5 yards in length, and a piece of elastic. The length of the elastic will be determined by whether you loop or criss-cross your elastics. If you supply your own, you will have to measure how much you need to fit over your foot.

It makes the most sense to start at the back of the shoe and work your way out, so you’ll be sewing the back ends of the elastic first. For loop elastic, you will first cut the elastic in half—one for each shoe—and sew each end about a finger’s width out from the back seam. Pull the elastic about a half inch into the shoe and sew. If you use a machine, it’s easier to sew both ends at once by continuing to stitch across the entire heel, rather than stop and reposition. You’ll need to practice so you keep everything positioned in place as you move the shoe under the presser foot.

Criss-crossing your elastic will require you to cut four equal pieces, and you’ll have to do each one separately. This time, where to place the elastic will be the same as sewing a criss-crossed ballet slipper. Fold the heel down and sew the back ends at the crease; the other end will go in front of your arch, near the center seam.

Some people opt to sew elastics on the outside of the shoe to prevent rubbing and blisters. To keep with aesthetics, we sew elastics on the inside unless otherwise specified.

Once the elastics are sewn, it is time to sew the ribbon. It often comes with a satin side and a matte side. Some dancers like ribbon with satin on both sides, or double sided ribbon. It is merely a personal preference. Elastic ribbons and Flexers, which are ribbons with elastic inset at the Achilles, are available as well, and are recommended when dancers suffer from tendonitis.

The ribbon will be cut into fourths—two pieces for each shoe. With the satin side up, fold one end twice. This will prevent fraying, as does singeing the ends with a lighter—The latter should only be done under adult supervision—With a single loop of elastic, the placement of the ribbon will be just in front of the crease. With criss-crossed elastic, it will go just behind the elastic at the arch, as the elastic is sewn at the crease.

Flip the ribbon so the fold and the satin face the outside. This allows the matte side to grip your tights and stay in place. Sew on the inside, just under the drawstring.

When sewing on a machine, a zig-zag stitch provides a stronger hold. Go back and forth a few times and you’re done. Many dancers who hand-stitch sew a square around the whole half inch or so that remains down in the shoe. There is no better way to sew. Do whichever works best for you. Or what is suggested or instructed by your teacher.

And that’s it.  You’re done. Congratulations.

If you prefer, Footlights always offers to sew ribbons and elastics. Ask an associate for exact pricing, as costs are determined by the number of points where the shoes are sewn.

If you don’t have thread and needle at home, we have stitch kits near the registers. As always, we’ve everything else Off the Sales Rack.

Off The Sales Rack...Smooth SALE-ing

Aug 20th-25th - 20% OFF 

Smooth SALE-ing

Well, it’s that time of year again: Back-to-School. And with that brings our Back-to-School Sale. Most of you knew it was coming, and have been anxiously (and various degrees of patiently) waiting. Now that it’s here, let me share some tips to make the most of your Footlights shopping trip.

First off, you’ve all heard about it... ladies and gentlemen, Ms. Joy is adding a second location in Silver Spring, MD! For all of you Mont. Co., D.C. and NoVa  residents, this should make things much easier on you. Beginning this fall, you can take advantage of this new store to save you time and gas. The new store will have the same merchandise as the original Frederick location; if either Footlights store has what you need, we can get it to you.

Now for those Smooth Sale-ing tips…

Most likely, we will utilize a number system on the first day or two of the sale. Believe it or not, even if you arrive at open, you might still find yourself waiting. We have given out numbers in the past with success and hopefully it will continue this year.

When you arrive, the numbers will be located at our registers. Ask the associate ringing sales (or nearest fitter) for a number, and begin perusing the merchandise. Fitters will be traveling between all sides of the store to help our customers, so be aware of what is going on across the store, not just the side where you need to shop, to be helped quicker. Keep your ears open because if you miss when your number is called, you might find yourself waiting longer while we attempt to fit you back in.

You will only need one number per family, as one fitter can accompany you to both fitting stations as necessary and fit all shoes. It is usually less confusing to just work with one person, too. If you have one child needing pointe shoes, though, you can take an additional number and split up to move quicker.

Have your uniform requirements with you. While we try to have a list on hand for all of the local studios, we cannot guarantee any list is up-to-date, do not account for individual teacher preferences, and sometimes do not have the specific stock available. The less time we spend trying to decipher lists, track down requirements, and wait for someone “to get back” with some concrete information, the more time we have to help you, our customer. To note, the store will not place calls on customers’ behalves to learn of studio requirements.

If you are merely needing new sizes in the same shoes, bring your old shoes, shoe boxes, or know your previous size and style numbers. It is easier and quicker than looking up your histories in the computer, especially when we are ringing sales on both registers.

While we still give preference to the number system, associates who find themselves at the register will have a moment to take and respond to your questions, over one already assisting someone on the sales floor. If you really want to be courteous to your fellow shoppers, wait in line at the register, and ask your question when you reach the front.

Sign up for FIPP (Footlights Incentive Points Program) online. Filling out an enrollment form in-store will hold things up in the hectic Back-to-School time, so we would ask that you go to our website and click on the Sign-up link at the top of the page.  To be included we will need to have your name, email address and the name of the studio that you attend (the sign-up form will be updated in the next few days).  The program has been around since last August and many of you have already benefited from it.

We will still take phone and email orders during our Sale, but they will be processed outside of business hours, as we will be unable to answer phones or respond to emails as all associates will be working the sales floor. Leave a message on our machine or send an email to info@dancefootlights.com and we will respond to you in a timely manner. In order to process sales correctly, confirm style numbers, sizes, shipping addresses and other pertinent information. If you feel comfortable, you may leave billing information for quicker processing; I recommend if you do this to do so via email. We do not keep billing information on file.

As always in life, be mindful of each other and share the floor, fitting rooms, and benches. Be patient while needing assistance, as you are each dear to us and will be responded to as soon as we are able. We’d rather give full attention one at a time rather than partial attention to a group. Audience selling is done in infomercials; personal shopping is done in Hollywood; genuine advice is given at Footlights.

Now get back to shopping Off the Sales Rack.

Employee Spotlight - August 2012

Heather Grimm

Question: Where did you grow up? If locally, what high school?

Heather: Born and raised in Frederick - went to Frederick High - Go Cadets!!

Question: Are you still studying?  What and Where? What do you want to study next?

Heather: I am way past the studying age!  I have my BFA in Ballet Performance and my certificate in Diagnostic Ultrasound.

Question: How long have you worked at Footlights? Is there a story?

Heather: Well...technically I've been here 17 years (on and off)...The day I was eligible for a work permit I got one and brought it to Ms. Joy.  I wasn't allowed to do much but I had to start helping to pay for the pointe shoes I was getting every week or every few days.  After high school I came back during Back-to-School sale to help and to fit my students in their first pointe shoes.  Last summer (2011) I came back full time.

Question: Favorite thing about Footlights?  Do you have a favorite pointe shoe?

Heather: Joy & Terry - they have been here for me through all my dance & life travails.  They even helped - along with Capezio - to design a pointe shoe for me after I had gone through all the shoes in the store, once even breaking one doing a Releve in the store! So if you wear a Capezio 190 - you're welcome.  Other than that shoe I love the SoDanca Claudia and Toshie and the Suffolk Solo Prequel. 

Question: Do you have a background in dance? Still dancing?

Heather: I have a long history in dance.  I grew up from the age of 3 at Dance Unlimited and taught there until 2011.  (Those girls will always have my heart) This year I taught at Elower-Sicilia Productions in Thurmont, MD and had a blast with the girls.

Question: Favorite style of dance?

Heather: I grew up a competition kid and loved everything tap, jazz, lyrical, modern, song & dance, ballet and pointe.  I always had a strong ballet base and that was stressed as being important in any form of dance.  When I got to University of the Arts in Philadelphia ballet just seemed like the natural choice.

Question: Favorite food/ice cream flavor?

Heather: Buffalo Chicken Salad (NO CHEESE!!!) / Chocolate Peanut Butter Ice Cream