Dance shop Teddy Shoes is still kicking – for now
Founded in 1957 by Adelson’s father, Theodore, the shop is just a couple of years shy of its 70th anniversary. “There used to be over a dozen shoe stores on the block, and my father’s store is the only one still standing,” owner Steven Adelson said.
Slender boxes of dance shoes line the walls and sparkly dresses hang from the ceiling at Teddy Shoes. Owner Steven Adelson sits behind the counter with a smile, ready to help customers find their perfect fit.
Founded in 1957 by Adelson’s father, Theodore, the shop is just a couple of years shy of its 70th anniversary. “There used to be over a dozen shoe stores on the block, and my father’s store is the only one still standing,” said Adelson, who joined the family business in 1978.
But while Teddy Shoes has a strong claim on the past, its future is uncertain. Adelson’s lease on the storefront at 548 Massachusetts Ave., Central Square – its every inch crammed with display shoes for all purposes, boxes of stock and wares such as hats – expires in 2029, and recent years have been tough for the retailer.
From its opening through 1992, Teddy Shoes mostly bought factory rejects and through closeout sales so it could sell products more cheaply. In 1993, major dancewear company Capezio closed two stores in the Boston area, creating an opportunity for Teddy Shoes to supply shoes.
“The shoe business was changing, especially for dance shoes,” Adelson said. “We had an opportunity here to sell Capezio shoes and we ran with it.”
Today, approximately 85 percent of Teddy Shoes’ inventory is dance shoes. It is the sole distributor of Salamanca Tango Shoes and has become a destination for dance shoes in Greater Boston. The store also offers pointe-shoe fittings. Unlike soft ballet shoes, pointe shoes must provide enough support for a dancer’s feet on tiptoe – and an ill-fitting shoe greatly increases the risk of injury.
The individualized fittings are one service that helps Teddy Shoes weather the shift away from brick-and-mortar shopping. But on top of the existential threats facing retail as a whole, Adelson’s business was dealt a severe blow by the Covid pandemic. He survived only with the help of crowdfunding and financial support from the city.
Partnerships with other local and legacy businesses are part of what has aided in Teddy’s recovery. For instance, the José Mateo Ballet Theatre in Harvard Square offers its students discounts for shopping at Teddy. In turn, Teddy Shoes sometimes sponsors the dance studio’s events.
“Steven is a lovely person to work with, he’s very kind and generous with his time,” said Isobel Chang, José Mateo’s marketing director.
For Adelson, that stems from a lesson learned from his dad. “My father always said if you treat people well, they’ll come back,” he said.
The next four years may or may not be the last for Teddy Shoes. “I love this job and don’t want the store to go away, but I truly don’t know what will happen next. I’m going to be 70 this year, so I’m not sure how much longer I’ll be doing this,” Adelson said.
But until the time for next steps arrives, Adelson will continue serving the local dance community as he has for several decades.
“I am so proud to be a member of this vibrant and diverse community. We have customers come in from all walks of life, and being able to help so many different people find the right shoe for them is a really special feeling.”
