Dance in NYC has modified lots over time, however a number of issues stay the identical. The elevator at Steps on Broadway might be as sluggish immediately because it was 40 years in the past, and the packed stock at On Stage Dancewear is as sturdy as ever, additionally 40 years in operation.
Situated on the east aspect removed from Lincoln Center, Times Square, New York City Center and the studios on the west aspect, this gem has such an array of choices that one can simply whereas away an hour with all of the leotards, footwear and equipment with out realizing it. It’s the final remaining unbiased dance retailer in Manhattan, and one in all two in all of NYC.
New York is fortunate have Bloch, Capezio, Yumiko, Freed of London and LaDuca, all with storefronts in varied areas, however if you would like all these manufacturers and extra in a single place, it’s important to head to On Stage.
Started in 1980, by Israeli immigrants Greta and Edward Marshall as a hosiery retailer, the store serviced the gross sales girls who labored throughout the road on the famed B. Altman division retailer, which then required stockings for all girls. Ronnie Marshall, Greta and Edward’s son and present proprietor of the shop, explains how they transitioned to a dance store,
“Back then, there were no dance shops,” he reveals. “And there wasn’t the selection we have today. We only had pink long sleeve and short sleeve leotards, and pink and black tights. But if you did want to buy a leotard and tights, you had to go to a hosiery store. By the mid-‘80s, that business category started to grow, and we introduced more products and shoes.”
Flash ahead to immediately, and you could find a list not like anything at On Stage. Ronnie admits it’s not essentially the most environment friendly technique to run a enterprise, however he prefers to maintain issues old skool, realizing he’ll have that random merchandise for somebody once they want it essentially the most.
“Maybe, once a year, someone is going to walk in and ask for an orange, off-the-shoulder leotard, and I will have that orange off-the-shoulder leotard.”
Alexandra Hutchinson, dancer with Dance Theater of Harlem, found a full-body, fishnet unitard on her go to. She scooped it up instantly, noting that it might are available helpful in some unspecified time in the future and she or he had by no means seen something prefer it. If not for dancing, the store has many enjoyable objects like this for use for costumes or picture shoots.
Ronnie takes pleasure in providing a wide selection of nude leotards and tights for everybody. As quickly as manufacturers began providing extra than simply black and pink, he began stocking stock that companies all shades of pores and skin tones.
Fulfilling the wants of dancers in NYC (and past – he ships anyplace) has been the driving pressure of On Stage because it transitioned to a dance retailer within the Eighties. From fundamentals, to selection, to oddities, Ronnie is dedicated to creating it work so long as doable. But as locations like this shutter daily within the metropolis, he is aware of it’s a bet that may not final perpetually.
But for now, Ronnie is aware of what worth he brings to the dance group and hopes it’s sufficient to maintain the enterprise going. For that, he depends on dancers coming in to attempt on myriad manufacturers of footwear, realizing how vital the fitting shoe is.
“The value is to try on the shoes,” he says. “Shoes are an extension of the dancer’s body.”
And he reminded this reporter on her means out, in an indication of the instances, “Order your pointes shoes now. There is a pointe shoe shortage!”
That is a tough fact for a lot of dancers, however Ronnie has 1000’s of pairs in inventory.
On Stage Dancewear is situated at 197 Madison Avenue (between 34th and 35th Streets) in NYC. For extra data and to buy, go to www.onstagedancewear.com. You can comply with the shop on Instagram: @onstagedancewearnyc. Follow Alexandra Hutchinson on Instagram as nicely: @a_ballerina_.
By Emily Sarkissian of Dance Informa.
