LeeAnn Kay, along with her husband Thomas, purchased the store in 2020 from the original founder Rhonda Masters. They have 2 children - Jalen and Courtney. Jalen will be starting his 2nd year of college at NMSU this fall 2025, and Courtney will be starting her senior year at Organ Mountain HS. Courtney has been dancing since age 3. She currently helps run the shop when her schedule allows. All are completely vested in this venture and excited to be able to provide such a service to the dance community.

Since the unfortunate closure of Albuquerque's NM Dancewear in May of 2025, we are even more dedicated to serving not only the Las Cruces area, but also all of NM and surrounding areas/states. We offer the largest selection of pointe shoes in the Southwest (we carry over 700+ pairs of pointe shoes), and we are proud to be able to fit dancers of all levels.

Our goal is to build positive and memorable business relationships within the dance community. We want you to find exactly what you are looking for at our shop! We are mindful of pricing and currently have a rewards program in place. We are always looking for ways to reward our customers and support the community. We want to create an atmosphere that encourages your feedback and brings our customers back into the stores for that personal, unique shopping experience. July 2023, we implemented mobile service! We now make it easier for studios and dancers to experience personalized pointe shoe fittings at your preferred location. Our Commitments: “Our success depends on your satisfaction. Each of us is committed to finding the best solution for your needs”: 1. We want our dancers to be safe en pointe and have the correct fit for all style dance shoes. Fit is very important in proper technique, preventing injury and prolonging your dance career. We encourage you to give us a try! We take pride in educating our dancers in proper fit. 2. We are committed to attending dance retail shows to stay up to date on what's happening in the dance industry, and to build relationships with new and existing brands. This helps us to build on our knowledge so that we can share all of that with you - our customers. We encourage your feedback and want to hear from you. Our top priority is ensuring you are completely satisfied with the products we offer, the service, and your shopping experience. We have received a very warm welcome from the dance community; and we are delighted to meet and get to know our customers. We are excited for this journey, and very much look forward to extending the brick-and-mortar store to an online business and having the opportunity to give back to the local community that has so warmly embraced our family.

How we give back to the community: sponsorships, monetary & product donations to non-profits, and our Reward program. We gave back over $6,000 in 2024.

Happy Dancing!