For 75 years, Elman’s Dance Boutique is an institution in Richmond’s dance community, and third-generation owner Rosemary Liberto says she’s proud to continue Elman’s tradition of personalized service.
The Patterson Avenue boutique began as a general shoe store opened in Carytown in 1948 by John and Ida Elman. Based on customer demand, dance shoes and apparel were later added to the inventory. In 1980, the Elmans retired and sold the business to their friend, Jo Ann Wade Drucker. Drucker expanded her dance offerings and moved the boutique to West Cary Street.
Liberto, who was a high school student at the time, started her first job at the store where she had attended as a dancer since childhood. She continued to work at Elman’s through high school and college, eventually becoming the store manager. She left the store to work in the fitness industry, but returned to Richmond in 2001 and returned to her position at Elman’s. She purchased the store from Drucker in 2016. Elman’s reopened in January 2022, relocating to 8524 Patterson Avenue in the Beverly Hills Shopping Center.
Liberto’s favorite part of her job is fitting pointe shoes. She strives to give each client a proper fit to prevent injury and improve performance. Liberto says that the focus on one-on-one attention is what sets Elman’s Dance Boutique apart. “It takes a long time to learn how to properly fit pointe shoes, but seeing the satisfaction on a client’s face when they find the perfect shoe is worth it.”
Elmans has introduced e-commerce on its website (Elman Dancewear) But “the in-person customer experience will remain the same,” Liberto said, and customers who order online and pick up will still get the personal attention Elman’s is known for.
The boutique will mark its 75th anniversary with promotions and sales for customers, and Liberto says she is planning a celebration later this year. “Elman’s Dance Boutique is more than just a store,” she says. “It’s a place where dancers can find the perfect shoes and dance costumes and receive personalized attention from experienced professionals.”
Source: Shopping & Style – richmondmagazine.com
