History is still being made on Madison Avenue: Ronnie Marshall (On Stage Dancewear)

On Stage Dancewear was founded in 1980 by Edward and Greta Marshall of Forest Hills, New York. It is now run by their son Ronnie Marshall, a Murray Hill resident. On Stage Dancewear has been located in the same storefront at 197 Madison Avenue for 42 years. It’s an old fashioned shop that is proud to be in Murray Hill.

Ronnie Marshall says, “I remember the doormen in their red coats standing outside the doors to B. Altman’s department store right across the street and calling cabs for all their elegant customers. Unfortunately, B. Altman closed in 1999, but we are still here.

“Since its inception, from fitting young dancers with their first pair of ballet slippers, to fitting principal dancers with custom-fit pointe shoes, On Stage Dancewear has catered to the dancing community in NYC and beyond. It sells through its website and is providing dancewear and dance shoes to many Broadway and Vegas Shows such as the Lion King, Phantom of the Opera, and the Radio City Rockettes. We also provide theme parks and cruise lines such as Norwegian Cruise Line, Carnival and Royal Caribbean with their costumes and shoes. Our real passion is ballet. On Stage Dancewear provides the pointe shoes for many ballet companies in NYC and throughout the United States including New York City Ballet, American Ballet Theater and Joffrey Ballet. Where there are dancers, we are there for them.

“Times are changing. Many customers shop online, which is affecting our business, but we believe that we are providing a service to the dance community. Today there are only three dance shops left in Manhattan. Two are owned by brand names and only offer their own brand. On Stage Dancewear is the last independently owned dance shop that offers the customers over 50 brands to choose from. Customers come to visit our shop from all over the world. Once we close, there might be no one else who will do what we do.

“We appreciate the support and love of our Murray Hill neighbors who are keeping us in business after all these years.”

Ronnie Marshall
On Stage Dancewear
197 Madison Avenue (between 34th and 35th Streets)
New York, New York  10016

Edward and Greta Marshall, Founders of On Stage Dancewear (1980)