Running Dancers Boutique - the first 100 days

Meeting new people is something I didn't know I missed

Working in a shop is a very special opportunity to meet new people of all ages. When I was studying at school and  university, I really valued working at Dancers Boutique and talking to children and older adults. It was so refreshing to meet people I wouldn't usually encounter on a typical day.

This has stayed with me into my current stint at Dancers Boutique. Every day, I feel privileged to meet new people of all ages and abilities and help them on their dance journeys.

Can life have too much ballet?

The number one question I get asked in the shop is 'are you a dancer yourself?'. I would love to say yes and list off all the classes I'm taking. Especially as I actually have a constant wish-list of leotards, skirts and shoes from the shop in my mind!

Since October, I haven't quite had enough time. However: new year, new me. I will certainly return to ballet and tap in 2026 and take the opportunity to meet even more dancers who share my enthusiasm. 

It's possible that after two days a week working at The Royal Ballet School plus four days a week (and many evenings!) at Dancers Boutique, I will be “danced out”, but I am determined to try and get my body and mind moving again.

Being part of a team is great for morale

Working in a marketing team of nine people at The Royal Ballet School, I thought I would have no problem going solo for the other days of the week while I managed the transition period at the shop. While it can be great for focusing on decisions that need to be made, and you get to meet every customer individually, assembling my little team has been a really positive change.

Working in a team has brought a new enthusiasm to my work and I have been incredibly impressed by my two new employees so far. It’s exciting seeing them learn a role I valued so much when I was their age.

A whole new community has supported me

Working at Dancers Boutique as a Retail Assistant 10 years ago, I had no idea how many  amazing suppliers we worked with before I started the handover process. They all had great relationships with previous owner Paula and have been so welcoming and kind to me as I continue to learn about their processes and products.

It has been so exciting to chat with these people who speak my language and lovely to have this supportive community in the background.

Marketing is harder when it's 1% of your to-do list

When I took over Dancers Boutique, I had BIG marketing plans. Having spent the last five years working in email and customer marketing, three of which were spent in the ballet world, I was ready to deliver some really exciting campaigns for Dancers Boutique.

However, different priorities came along and I have directed all my energy into giving customers the best experience of Dancers Boutique and making sure we have everything they need.

It makes me appreciate mine and my own team's value at The Royal Ballet School even more. Especially when I go from working on a large-scale centenary campaign on Mondays and Tuesdays to barely having time to snap a few photos for Instagram at Dancers Boutique.

Hopefully in 2026 there will be a little more time to get all my ideas out into the world!

Everyone makes mistakes but it’s how you respond that counts

This is the busiest my brain has ever been and things can slip through the net occasionally. I have been proud of my problem-solving skills and how quickly I have been able to pivot to a solution. I am also fortunate that my customers are reasonable and kind people who are very understanding. 

Luckily, the successes majorly outweigh any hiccups. Every situation teaches me something and I am lucky to have a role where I create hundreds of happy memories, whether that’s for a  baby ballerina getting her first ballet uniform; a dancer who has worked so hard to get their first pair of pointe shoes; or an adult rediscovering their love of tap, ballet or ballroom dancing.