Dancewear shop owner steps out of CBD after more than 4 decades

For Ballet and Dance Emporium owner Vanessa Maree, packing up her showroom after more than 40 years of working in Plein Street in the city centre was an emotional closing act.

The shop closed its doors last Friday to move to Lansdowne.

Ms Maree opened Ballet and Dance Emporium, which stocks ballet and dance shoes, dancewear and costuming, in 2001 after an 18-year long employment at Balletique, also in Plein Street.

After 23 years, she decided to do things differently by downsizing and focusing on creating a stronger online presence. “The world and the customer base is all heading in that direction.”

Covid-19, subsequent lockdowns and work-from-home trends caused devastation of the inner city and broader economy as commercial tenants closed shop.

Ms Maree, who lives in Lansdowne but is from Manenberg, said she never thought that she would ever have her own business. “I always thought I would go into teaching, but that didn’t happen for me. In those days, we had to find work to help our households.”

When she walked into Balletique for her first day at the store 41 years ago, she said she knew nothing about dancewear or dance shoes, but the cute little ballet shoes, leotards and tutus piqued her interest.

She worked there for 18 years before the owner fell ill and closed shop.

Because she had gained so much experience over the years, she decided it was fitting to open her own store. “I didn’t know if I was making the right decision. It was daunting. I opened the store with a few pairs of ballet shoes, a handful of leotards, tutus and costumes but I had loads of experience. And I did it. In April 2001 I opened Ballet and Dance Emporium.”

Over the years, Ms Maree had built up a large client base across theatre productions and dance schools, focusing on ballet, tap, modern, jazz, ballroom and Latin.

She said when she first started in the store, there were many shows happening around the city, and costuming was over the top, with lots of glitter and diamonds.

However, these days, dancewear for different categories have changed, and junior dancers now have toned-down attire, such as leotards and tutus, whereas senior ballroom dancers still love the glitz and glamour.

She said she loved going into town every day, and would even stay in the city centre “in a heartbeat” if she found the right space.

She said it was easy for her clients on the Cape Flats to travel to her store, and she had built strong relationships with dance schools and theatres in the area.

She had a strong client base among the minstrels as well, she said. They would travel from all over and would come to her to do their fancy glittered make-up before they paraded.

She said the drive to the city centre from her home every day became a pleasant norm – and her children attended school in the city centre and on the Atlantic Seaboard as well. “My whole life was here in town.”

She said when she first opened her business, there were many stores in the streets of the city, but now, the buildings have changed, and there are lots of office blocks being erected.

Asked what one lesson she had learnt in her 41 years of working with dancewear, Ms Maree said it was very important that your ballet shoes fit snug, so that the dancer can point perfectly and dance comfortably. The same goes for leotards. “No creases – it must be form-fitting, because neatness is a big factor in dance. I will never sell a shoe that is not right for the dancer.

“It’s not always about the sale, it’s about honesty and building relationships. This wasn’t a business for me, it was like a family.”

She said she especially loved to see children she kitted out in dancewear grow up and bring their children to the store.

“It is so rewarding when you dress a little ballerina and she looks so adorable. It’s something I want to do for as long as I am able to.”