Why I Started Jeté: From Dancer to Designer, Creating What the Dance Community Deserves

Starting a business wasn't something I always dreamed about. But sometimes, the things we need most in the world are the very things that don't exist yet and that's exactly how Jeté was born.

The Problem: Dance Apparel That Just Didn't Get It

As a dancer, I spent years searching for apparel that truly represented who we are. And honestly? I kept coming up empty. Every time I browsed online or walked through stores, I'd find the same disappointing patterns:

• Designs created by non-dancers.
  You could tell immediately. The positions were anatomically incorrect, the terminology was wrong, and the graphics just felt… off. It's like someone Googled "ballet pose" and called it a day. Where was the authenticity? Where was the understanding of what makes a proper arabesque or the difference between a pirouette and a fouetté?
  
  
• Nothing that spoke to the real dance experience.
  Where were our inside jokes? Our phrases that only dancers understand? The "5, 6, 7, 8" that lives rent-free in our heads? The "one more time" that's never actually just one more time? I wanted apparel that made me smile because it got me and captured those moments we all share in the studio.
  
  
• Limited representation.
  Most dance apparel was either exclusively for children or featured the same narrow representation of what a "dancer" looks like. But I know dancers of every age, size, shape, background, and ability level. Where was the apparel for the 45-year-old taking her first adult ballet class? The studio owner who's been teaching for decades? The dancer in a wheelchair? The three-year-old just discovering movement?

The Vision: Dance Apparel That Unites Us All

I started Jeté because I believe dance is for everyone. Not just the professionals. Not just the young and flexible. Not just one body type or background. Everyone.

I wanted to create a brand that unites dancers of all shapes and sizes, all ages, and every level of ability. A place where a 99-year-old dancer feels just as seen and celebrated as a three-year-old in their first tutu. Where the dance teacher, the studio owner, the recreational adult dancer, and the aspiring professional all find something that speaks to them.

Because when we step into the studio, whether it's our first class or our thousandth, we're all part of the same dance family. And that family deserves apparel that reflects its beautiful diversity.

The Creative Mission: Joy, Art, and a Splash of Color

I wanted to bring something fun to the world. Something that would make dancers smile or laugh when they see it. But I also wanted to push beyond the typical dance clichés and bring more artistic, thoughtful pieces to dance-themed products.

Let's be honest, the world has enough gray and beige. I wanted to bring literal color back into our lives. Bold designs. Unexpected combinations. Graphics that feel fresh and authentic. Apparel that makes you feel something when you wear it.

Every design at Jeté is created to spark joy. Whether it's a clever play on dance terminology, a beautiful silhouette that captures the grace of movement, or a design that makes you laugh because it's so relatable, I want every piece to add a little brightness to your day.

The Personal Journey: Reclaiming My Creativity & Freedom

Here's the truth: I was exhausted.

Exhausted from begging for time off. Exhausted from dealing with hostile work environments. Exhausted from the deteriorating environment of corporate life, where I was supposed to feel grateful for a "great job" while living in constant fear of losing it during the next "reorganization."

I realized I was spending my energy building someone else's dream while my own creativity withered. I'm a designer at heart (graphic design, UX design, web design) and I wasn't using those skills in ways that fulfilled me. When I lost my corporate job, I knew it was time to take control of my future.

I wanted to be my own boss. To express myself creatively again. To focus on things I actually enjoyed. And most importantly, I wanted to give back to the dance community in a way that matched my introverted personality and love of design.

Jeté became my answer to all of that.

The Bigger Purpose: Giving Back to the Dance Community

This isn't just about selling apparel. It's about building something that can make a real difference.

My ultimate goal? To give back in meaningful ways. To help dancers afford tuition. To support studios facing closure. To sponsor dancers for competitions who might not otherwise have the opportunity. To spread joy and create a ripple effect of positivity throughout the dance community.

Every purchase at Jeté isn't just a transaction, it's an investment in the dance family. It's supporting a business created by a dancer, for dancers, with the intention of lifting up our entire community.

Welcome to the Jeté Dance Family

So, that's why I started Jeté. Not because I had all the answers or because I thought it would be easy (spoiler: it's not). But because I saw a gap that needed filling. Because I believe dancers deserve better. Because I wanted to create something that celebrates every single one of us.

Whether you're three or ninety-three, whether you dance professionally or just for fun, whether you teach, choreograph, or cheer from the audience you belong here. This is your space. Your dance family. Your place to find apparel that finally gets you.

Thank you for being part of this journey. Thank you for supporting a small business with big dreams. And thank you for being part of the most diverse, passionate, resilient community I know.

Let's leave it all on the dance floor together.

— Angela
Founder & Designer, Jeté