Kristin Ruggieri founded Attitude Dance & Activewear in Norwalk, CT, in 2004. Now one of the go-to dance stores in town, she credits her business’ success to her background in dance performance and education, a strong support system, and dedicated employees.
However, Ruggieri’s path to owning a successful business has not been straightforward. She’s had struggles along the way—most recently, facing business losses during the COVID pandemic and taking out a small-business loan. But one thing has remained steady throughout: her commitment to her craft and her customers.
A Dance Career Reimagined
Ruggieri realized she wanted to pursue a career in dance while in high school, so she attended a nearby pre-professional school. From there, she trained at New York City’s Joffrey Ballet School with renowned teachers Finis Jhung and David Howard. After interrupted stints at SUNY Purchase’s esteemed dance department (where a hip injury led her to drop out) and Marymount Manhattan College (where she developed vocal cord nodes), Ruggieri began to imagine new paths in dance. Though she was ultimately able to return to performing (with Ballet Etudes, a regional company in Connecticut), she felt driven to expand her connection to the dance world. She asked her parents for a year’s tuition to start a dance store at her old studio, which was relocating. Nine weeks later, Attitude opened its doors.
The first few years were a challenge: Ruggieri realized that her passion for dance didn’t immediately transfer to being a good business owner. “I had no idea what I was doing,” she says. The first day, she says, “so many people came in. It was so exciting.” But then someone asked for tap shoes and she realized she hadn’t ordered any. “It was a learn-as-you-go kind of thing,” she adds.
For the first seven years in business, Ruggieri entrusted daily management of the store to her mother while she taught dance at the school she opened in 2001, danced with Ballet Etudes, and worked as a bartender. Ruggieri says that working with her mom has been a career highlight. “Without her help, Attitude would not be what it is today. My mother is retired now […] I am very grateful for everything she did to facilitate the growth of the store while I pursued other passions.”
From 2010, Ruggieri devoted herself fully to the business. She honed her skills, learned from her mistakes, and built a loyal customer base. The pandemic brought unprecedented challenges. “My store lost a fortune,” she says, adding that she tried to “do the right thing” by not canceling orders and paying all of her bills on time without asking for accommodations. She had to take out a huge SBA loan, which she is still paying back. But, as the store’s sales are stronger than ever, she’s “making it work.”
Over the past few years, Ruggieri has been working with a consultant, something she thinks has really helped her hit her stride as a retailer. They’ve offered particularly valuable support regarding operational areas like inventory management, one of the biggest learning curves for Ruggieri. “It’s incredible how easy it is to lose thousands of dollars by bringing in something that doesn’t work out,” she says. “Those losses add up quickly.” The consultant has advised on marketing and promotions, too. “The education I’ve received […] has changed the store,” she adds.
Adapting to a Changing Market
Pointe shoe fittings are a huge source of business for Attitude: Pointe shoes account for nearly 40 percent of the store’s sales. Though it’s best to do fittings in person, Ruggieri also does them virtually—something she started during the pandemic and that has grown through word of mouth. “We don’t market this service at all,” she says. Ruggieri recently did fittings for the entire ballet department at Brigham Young University and has customers from as far away as Idaho and Kentucky—states that either have only one dance store serving the entire state or none at all.
COVID also brought about another change to Attitude: Within the past few years, Ruggieri’s built up the store’s ecommerce functions, switching from Lightspeed to Shopify last year. She wants to grow her online business without sacrificing the in-store experience. In fact, Ruggieri says she’s trying to replicate the in-store experience online, not only through the conversational language she uses on her site, but also the aesthetic and customer service. She’s connected the website’s chatbot to her cell phone, too, so she can answer inquiries at any time. Ruggieri has also recently started an email newsletter, which is designed for both educational and marketing purposes.
Attitude’s nearly 30 thousand followers on Instagram help Ruggieri to gain new customers, some of whom live hours away. But for Ruggieri, it’s not about the numbers. “I don’t care if we have 5,000 or 50,000 followers,” she says. “I want to make sure that our content is enjoyable to those who see it.”
Co-existence, Not Competition
Though there are other stores in the local area, some of whom are larger than Attitude, Ruggieri doesn’t look at them as competition. “We have a wonderful relationship with them. We all have something unique to offer,” she says. “If what I offer appeals to some [people], then I want them to come in. If it doesn’t, that’s OK.”
Above all, Ruggieri’s approach to business is shaped by the same love of movement that set her on her dance journey when she was 2 years old. While her performance career is on permanent hold, she still teaches—at Norwalk Conservatory of the Arts and a local school. Having the time to do that depends on having a staff she can count on. She is grateful for having such capable and devoted employees. “I love my team. I have deep respect and admiration for all of them, and I acknowledge how much they all bring to the table,” she says. “They come first, always, and they know I have their back. If I treat them well, they will treat my customers well. I would trust these people with my life.”
Erica Iacono is a writer living in New York City who often writes about marketing and small businesses.