Small enough to care. Experienced enough to understand dance.

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We’re a small family run company situated close to London. We are built from a genuine love for dance and years of experience in the dance world. At Prima, we understand the dedication, discipline, and joy that dance brings to individuals and groups.

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Our mission is to offer high quality and affordable dancewear and costumes that make every dancer feel confident and comfortable.  That’s why we take care in curating pieces that are not only on trend but also timeless and functional.

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Though we are proudly small, we ship worldwide and regularly support dancers and teachers across the globe with global shipping.

At the heart of everything we do is our commitment to the wider dance community also. We’re proud to have positive relationships with large UK dance events, supporting dancers and teachers. We pride ourselves in our returning customer base, not just for our products, but for our friendly customer service.

Stay up to date by following us on Instagram and Facebook, where we share all our latest arrivals, restock alerts, behind-the-scenes content, and exclusive opportunities to become a Prima model or brand ambassador.

In a world of big brands we’re very grateful for every single order. Your support allows us to continue doing what we love by providing beautiful yet affordable classwear and costumes to those in the performing arts industry.

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Because every dancer deserves to feel exceptional.