A SPECIALIST Worcester retailer has launched a YouTube video series which has been viewed thousands of times.
La Danse – based in the Hopmarket – created the videos on the preparation and care of pointe shoes, after requests from customers.
Britt Needham, owner of La Danse, began the videos during the third lockdown. It took 100 hours of filming and editing to make the nine-part series. To date, the videos have been viewed more than 8000 times.
“During a pointe fitting, there is a lot of information to give to the dancer. Customers regularly ask me to record the information so I came up with the idea to create a series of YouTube videos,” she said.
“I have been humbled by their success, my customers love them; preparing pointe shoes for the first time can be daunting and customers tell me they have helped significantly.”
As part of the fitting service, La Danse has created a pod within the shop.
“Pointe shoes cannot be supplied online as they have to be properly fitted. My fitting service requires close contact, but only with customer’s feet,” Britt added.
“So I knew I needed a cubicle with space for feet to pop out. New pointe dancers need a barre for support so that had to be incorporated as well.
“This fitting pod has allowed me to streamline and grow as a specialist business. The fitting pod and appointment system is going strong and La Danse continues to provide a safe, professional fitting service throughout each wave of the pandemic.
“My customers show their appreciation by returning time and time again.”
Bill Simpson, chairman of The Hopmarket Charitable Trust said: “We are really proud of Britt at La Danse; adapting her business during the pandemic has really paid off and the services she provides continue to grow. Congratulations to her and her team!”
The Hopmarket has been a place to do business since 1731 where dealers came to trade hops. In the early 1900s the site was replaced with the current building to become a hotel and bank before being converted to a thriving shopping courtyard.
Further videos will become available as new research emerges.