For dancers in New York City and beyond, the quest for the ideal dancewear and dance shoes is a constant pursuit. Amidst the evolving landscape of NYC dance, certain constants endure. Just as the elevator at Steps on Broadway maintains its timeless pace, On Stage Dancewear stands as a steadfast institution, celebrating 40 years of unwavering service to the dance community.
Nestled on the east side of Manhattan, a short distance from Lincoln Center and the bustling studios of the west side, On Stage Dancewear is a treasure trove for dancers. Stepping inside is like entering a wonderland of dance essentials, where hours can effortlessly slip away amidst the extensive collections of leotards, shoes, and accessories. Remarkably, it holds the distinction of being the last independent dance store in Manhattan, and one of only two remaining in all of NYC, offering a unique and invaluable service to dancers.
While New York City benefits from brand-specific storefronts like Bloch, Capezio, Yumiko, Freed of London, and LaDuca, On Stage Dancewear distinguishes itself by bringing together a vast selection of these esteemed brands and more, all under one roof. For dancers seeking variety and convenience, On Stage is the definitive destination.
Founded in 1980 by Israeli immigrants Greta and Edward Marshall, the store’s origins were as a hosiery shop, catering to the needs of saleswomen from the nearby B. Altman department store, where stockings were a mandatory part of the professional dress code. Ronnie Marshall, Greta and Edward’s son and the current owner, recounts the store’s organic transition into dancewear:
“Back then, dedicated dance shops were a rarity,” Ronnie explains. “The selection was also incredibly limited compared to today. Basic pink leotards, pink and black tights were the standard. Hosiery stores were the go-to place if you needed any leotards and tights. As the dance industry expanded in the mid-80s, we naturally grew with it, broadening our product range to include more specialized dancewear and shoes.”
Ronnie Marshall, the owner of On Stage Dancewear, standing in his store.
Fast forward to today, and On Stage Dancewear boasts an unparalleled inventory. Ronnie acknowledges that his approach might not be the most conventional business model, but he values a traditional approach, ensuring that unique and specific items are readily available when a dancer needs them most.
“It’s possible that only once a year someone might request an orange, off-the-shoulder leotard, but I make sure to have that orange off-the-shoulder leotard in stock.”
During a visit, Alexandra Hutchinson, a dancer with Dance Theatre of Harlem, discovered a unique full-body fishnet unitard. She immediately recognized its potential, acquiring it for future use, remarking that she had never encountered anything similar before. Beyond standard dance attire, On Stage Dancewear also offers an array of distinctive items perfect for costumes or creative photoshoots.
Ronnie is particularly proud of the store’s commitment to inclusivity, offering an extensive range of nude leotards and tights to accommodate diverse skin tones. As soon as brands began expanding beyond the traditional black and pink options, On Stage Dancewear was quick to stock a comprehensive inventory catering to all dancers.
A vibrant display of leotards in various styles and colors at On Stage Dancewear.
Meeting the diverse needs of dancers in NYC and even across the country (with nationwide shipping available) has been On Stage Dancewear’s core mission since its transition into a specialized dance store in the 1980s. From essential basics to unique and hard-to-find items, Ronnie is dedicated to sustaining this valuable resource for the dance community for as long as possible. However, in a city where independent businesses are increasingly challenged, he is aware of the uncertainties of the future.
For the present, Ronnie understands the crucial service On Stage Dancewear offers to the dance community, particularly emphasizing the importance of in-store shoe fittings. He believes this value is essential for the store’s continued success, relying on dancers to visit and experience the benefit of trying on different brands and styles to find their perfect fit.
“The real value we offer is the ability to try on dance shoes,” he states. “Dance shoes are such a vital extension of a dancer’s body.”
Shelves filled with leotards and skirts, showcasing the variety of dancewear at On Stage Dancewear.
As this reporter departed, Ronnie offered a timely reminder, reflecting current industry challenges: “Order your pointe shoes now. There is a pointe shoe shortage!”
This is indeed a reality for many dancers, but reassuringly, On Stage Dancewear maintains a substantial stock of thousands of pairs, ready to serve the dance community.
On Stage Dancewear is conveniently located at 197 Madison Avenue (between 34th and 35th Streets) in NYC. For further information and online shopping, please visit www.onstagedancewear.com. Stay connected with them on Instagram: @onstagedancewearnyc. You can also follow Alexandra Hutchinson on Instagram: @a_ballerina_.
By Emily Sarkissian of Dance Informa.
