Who are you?
Felicia Leoncelli from Flo Dancewear. We are based in Melbourne and design and manufacture children’s dancewear and ballet shoes. Flo is sold through Target stores nationally and online.
How did ‘Flo Dancewear’ come about?
I was a senior dancer with the Australian Ballet for over 10 years, performing across Australia and throughout the world. After leaving the ballet I started working with a leading international dance brand, forging a career as head designer for Children’s and Ladies wear for the European and American markets. With the arrival of Motherhood I decided to create my own label. Combining my love of dance with my knowledge of design and product development, I created Flo – a dance brand using luxurious fabrics that is affordable and accessible to all children.
Do you have a career highlight?
A highlight of my dance career is being on tour in China as the understudy for the principal role in Don Quixote. Unfortunately for the lead she couldn’t perform the third act and without rehearsal I jumped on stage and successfully performed the leading role for the first time … That night I was promoted on stage in front of the audience and company to senior artist with the Australian Ballet.
What’s next for your Flo Dancewear?
We are growing in Target across the country and looking to expand to retailers overseas.
Do you have an organising tip for us?
Best packing tip for short trips is:
- Choose 2 bottoms (jeans and pants or skirt)
- 4 tops which coordinate with both and a jacket.
Instant hand luggage 5- day trip! Don’t forget your sunglasses…
You can contact Felicia from Flo Dancewear on
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A beautiful pair of childrens leather ballet shoes
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