A Wish Come True partners with Só Dança to offer easy access to quality dancewear
Our take
In an exciting development for the dance community, A Wish Come True has partnered with Só Dança to provide dancers and studio owners with convenient access to quality dancewear essentials. This collaboration brings together two reputable brands that share a commitment to delivering beautifully designed costumes and functional class-wear. As busy schedules often leave little time for shopping, particularly for studio owners who juggle multiple responsibilities, this partnership offers a much-needed solution. By creating a one-stop-shop for costumes, tights, leotards, and footwear, the alliance not only simplifies the purchasing process but also elevates the overall experience for dancers at all levels.
The significance of this partnership extends beyond mere convenience; it highlights the growing recognition of the importance of quality in dancewear. High-quality attire is crucial for performance and practice, affecting everything from comfort to confidence. As we have seen in other recent articles, such as Dance takes center stage in Lincoln Center’s ‘Summer for the City’ and Book review: Gavin Larsen and Gene Schiavone’s ‘Infinite Steps: Thirty-three Dancers and Their Lives in Ballet’, the dance world is continuously evolving, with attention being paid to the holistic experience of the dancer. The right attire can enhance performance, boost self-esteem, and foster a positive body image, reinforcing the idea that every dancer deserves to feel empowered and beautiful.
Moreover, this collaboration is particularly timely as we navigate a cultural shift towards body positivity and inclusivity in dance. By making quality dancewear more accessible, A Wish Come True and Só Dança are not just catering to the needs of the market; they are actively contributing to a broader movement that encourages individuals to embrace their bodies, regardless of shape or size. This initiative resonates with my own passion for promoting self-love and body positivity. As a stay-at-home mom and fitness enthusiast, I understand how essential it is for individuals to feel confident in their skin. Dance has the power to transform not only how we move but how we perceive ourselves.
As we look to the future, it will be interesting to see how this partnership influences the landscape of dancewear. Will it inspire more collaborations among brands, creating an even richer ecosystem for dancers? Or will it prompt a shift in how studios approach attire, favoring quality and comfort over mere aesthetics? Regardless, this partnership is a promising step in the right direction, emphasizing the need for both functionality and beauty in dancewear. As we continue to celebrate creativity and expression through movement, let’s keep the conversation going about the importance of feeling good in what we wear. After all, dance is not just about the performance; it’s about the joy and confidence we cultivate along the way.
Renowned dance costume company A Wish Come True is now partnering with another respected dance brand, Só Dança, to offer customers easy access to shoes, tights and class-wear leotards, dresses, skirts, as well as many other high-quality class-wear options.
It was a natural introduction and organic match for the two companies, both of which are completely dedicated to the customers and work hard to offer amazing dance clothing and costumes of the best quality and gorgeous designs. For busy studio owners, having a one-stop-shop to purchase both costumes and quality essentials like tights, leotards and footwear is a dream.
Here, Dance Informa speaks with Emily O’Neill, Design Director for A Wish Come True, and Kelly McCaughey, North American Sales and Marketing Director for Só Dança, about the partnership and what studio owners and shoppers can expect from the collaboration.
Why did A Wish Come True choose Só Dança to partner with to offer dancewear basics such as leotards and tights, and also footwear?
Emily O’Neill, Design Director for A Wish Come True
“Since becoming Design Director at A Wish Come True, I have been interesting in dipping our toes in the world of dancewear basics and shoes. However, it never felt like the right fit until we met Só Dança at United Dance Merchants of America (UDMA) a few years back. Since then, Wish has been a huge fan of the Só Dança brand. Só Dança employees are incredibly knowledgeable and passionate about their product, and it shows! We love what they stand for as a company – fair prices for reliable and quality products. The A Wish Come True customer has come to expect high quality from their costumes, and we knew that they would also expect that of the shoes and dancewear basics. We didn’t want to partner with a brand that wouldn’t deliver on their promise of high quality. So, when we met Só Dança, we knew it would be a great fit. We built a close relationship and knew that our customers would love the quality of Só Dança’s products as much as we do.”
And why did Só Dança want to partner with AWCT, which has a long-standing reputation in the performance and recital scene and which has a huge costume customer base?
Kelly McCaughey, North American Sales and Marketing Director for Só Dança
“A Wish Come True has decades of credibility in the performance and recital world and a loyal customer base of studio owners who rely on them year after year. Their long-standing reputation for reliability, great service and beautifully made costumes made them a natural fit. From our perspective, the partnership makes sense because AWCT already serves the very customer who depends on our products most — the studio owner looking for dependable basics and footwear to pair with their recital, competition or performance looks. Their trust and reach in this segment made the collaboration a strong and strategic match.”
What types of Só Dança products will AWCT be selling?
McCaughey
“AWCT will be offering a curated selection of Só Dança’s most trusted essentials — including our basics, tights, and footwear — to support dancers as they prepare for class, rehearsals and performances. This includes high-demand items like our leotards, convertible and footed tights, ballet slippers, jazz shoes, and character shoes.”
Who can shop the Só Dança products on the AWCT website and/or catalog? And who will you be recommending these products to?
O’Neill
“Any of our customers can buy Só Dança products through us. We have many products offered in our catalog and even more on the website. As easy to shop as entering ‘So Danca’ in the search bar. We want to offer an easy shopping experience for all AWCT customers.”
McCaughey
“We anticipate that dance studio owners and directors — already purchasing costumes through A Wish Come True — will be the primary shoppers. The curated selection is geared toward the essentials every studio needs: tights, classwear basics, and the footwear styles required for ballet, jazz, tap and character. These are the staple items studio owners order repeatedly, whether outfitting dancers for weekly classes, competitions or full-scale productions.”
When dance studio owners/directors are shopping for their recital costumes through A Wish Come True, are you hoping to encourage them to also purchase Só Dança tights and even shoes so that their performers can be matching and can look even more professional.
O’Neill
“Yes! And the more we work with Só Dança, the more we will be featuring their shoes and products throughout our catalog. We want to show customers the many options that Só Dança offers. The idea is a one-stop-shop for all customers. Costumes? Check! Earrings? Check! Tights? Check! Shoes? Check! Leos to wear to class? Check! We now have it all!”
McCaughey
“Studio owners are incredibly busy, and recital season adds enormous pressure. By offering Só Dança basics and footwear alongside their costume selection, A Wish Come True is making it easier for studios to streamline their ordering process and ensure a uniform, polished look for every dancer. Being able to select costumes and the exact tights, leotards and shoes that coordinate perfectly — from one trusted source — creates a smoother experience and a more professional final presentation on stage.”
Só Dança is such a tight-knit, family-focused brand. Why have you enjoyed working with the AWCT company so far?
McCaughey
“Só Dança is a family-driven company, and we gravitate toward partners who share our values of warmth, integrity and genuine care for dancers. A Wish Come True has been exactly that. Their team is collaborative, thoughtful, and deeply passionate about supporting studios and their dancers. Working together has been easy and energizing because we’re aligned in what matters most: making sure dance communities feel supported with dependable, high-quality products.”
What else is in store with this partnership?
McCaughey
“This partnership is just the beginning. We’re committed to growing with A Wish Come True in a way that brings real value to studios, whether that’s deeper assortments, expanded color options, or additional footwear and basics in the future. Our goal is to make life easier for studio owners while ensuring dancers look and feel their best, from their first class to their biggest performance. We’re excited for what’s ahead and grateful to A Wish Come True for welcoming Só Dança into their catalog and website.”
O’Neill
“A Wish Come True is hopeful that this partnership will continue to grow over the next few years. We are thrilled by the variety of products from Só Dança, and we plan to grow our offerings each year. We know it will be a winning partnership for both brands.”
To shop Só Dança through A Wish Come True, along with all your costume and recital needs, visit awishcometrue.com.
By Laura Di Orio of Dance Informa.
The post A Wish Come True partners with Só Dança to offer easy access to quality dancewear appeared first on Dance Informa Magazine.
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