When a classic ballet flat turns into a ballerina: Pretty Ballerinas lifestyle
The footwear company which is now in its 100th year, is in more than 85 countries, through its 100 shops and 1000 points of sale.
Created in 1918 by Pedro Mascaró as a brand of dance shoes, 2000 pairs of manoletinas (ballet flats) are sent out every single day from its original headquarters in Ferreries, Menorca.
Celebrities such as: HRH Queen Letizia, HRH the infanta Elena, Kate Moss, Claudia Schiffer, Olivia Palermo and Kate Middleton; are among some of its clients.
In Ferreries, a secluded and picturesque village in Menorca, Pedro Mascaro’s hands moved in Pas de Deux to shape those first ballet shoes. It was 1918 in his workshop, which was turned into a loom of Swan Lake where this dance began, and where today, everything is still running just as it was then.
The family union and the involvement by all its members reinforced that first fabric with which their ancestor, Pedro, began to work. It was in the 60s
when the family company decided to change their initial position, which saw industrial machinery pave the way for a new beginning. Pedro, Andrés, Pedro and Jaime; the second Mascaros generation, appeared on the scene with a range of new shoes.
Ballerinas in dance
The commercial advance and the opening which took place at that time allowed Jaime, the youngest of the three, to start looking at the trends that were in around Europe. It was then when France, Italy and England served as inspiration to turn those dance shoes into modern and sophisticated footwear. His main achievement was to add a small heel to the ballet shoes, transforming them into “a nice street shoe or what we call francesitas or manoletinas”, he himself defined when he was alive.
His new notes had an impact on women from Barcelona, one of the urban centres where the firm began to grow. Calzados Mascaró laid the foundations for a new fashion trend, since the ballerinas stood out far more in the street than they ever did in a ballet company. Symphonies were enriched with new nuances in the street, and it was there where Lina and Úrsula (Jaime Mascaro’s daughters) decided to establish their new orchestra, namely: Pretty ballerinas.
Ursula Mascaró said: “Internet sales are very important for us, especially considering that Pretty Ballerinas was launched in 2005 through this very means. It is an important channel, but we do recognise that we sell a lot more in our stores in the high street”.
The footwear brand itself was very well received in France and the United States. Both everyday woman and celebrities alike have made this shoe a new symbol of elegance, and furthermore, it is usual to see such personalities as: HRH Queen Letizia, HRH the Infanta Elena, Kate Middleton, Kate Moss, Claudia Schiffer, Olivia Palermo and Alessandra de Osma; with this type of footwear on. An essential part of any wardrobe.
The rock and roll rebel which was created in Ferreries
With its 100-year history, the company from the Mascaró business group (Mascaró, Úrsula Mascaró and Pretty Bailarinas) now has 500 employees, 100 stores and more than 1000 points of sale in some 85 countries.
In 2017, 10 years after the opening of its first store in London and its internet expansion, Pretty Ballerinas created its flagship store in Barcelona at 106 Paseo de Gracia.
Among the expansion plans for the company, there are countries such as Japan, Albania and Uruguay; as well as the further strengthening of the online channel, which generates 7% of the turnover. “Online sales are very important for us, mostly taking into account that Pretty Bailarinas was launched in 2005 through this means. We are dealing with an important channel, but we do recognise that we sell a lot more in the stores”, explained Úrsula Mascaró, the creative director of Mascaró and Pretty Bailarinas.
The workshop in Ferreries continues to have great relevance in the company. 200 employees work there, and it is there where 70% of the production is sent out from: 2000 pairs of shoes a day. Its product diversification and continuous design renovation which are ahead of the latest fashions, go on to set future trends.
The workshop in Ferreries continues to have great relevance in the company. There are 200 employees and 70% of the production is sent out from there, which results in 2000 pairs of shoes a day.
For the business owner, stores in the high street are essential, since the imaginary and philosophy of the company are included in them.
“We started off in a very tiny store, where boxes were in view because we had no warehouse and we were dealing with the concept of a rock and roll rebel”
Its spaces are defined by a rock and roll rebel interior design, which portrays modern-day women. Frenchified-styled lamps and mirrors with classical and vintage styles are brought together with pink carpets, shelves and leopard-print sofas. “We started off in a very tiny store, where boxes were in view because we had no warehouse and we were dealing with the concept of a rock and roll rebel. I really look up to Kate Moss, which is why we have the animal print. In my mind, I had a picture of the top model with a fur coat and stilettos on, something very punk and so Camden”, concludes Mascaró.