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Russian Pointe Newsletter
August 2008
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 Greetings!
I hope that your summer is going well, whether that means a season of intensive training, a time to reorganize your business, or a chance to take a relaxing and refreshing vacation. July was busy for Russian Pointe, as you'll see in this issue of Russian Pointe Newsletter. In the last month, we have initiated a new ad campaign, made plans for our new pointe fitting seminars, founded an exclusive club for our retailers, and planned two special events for August. I hope you will enjoy reading about these happenings and more, plus the Spotlight on our amazing warehouse manager Pete Navis, in this month's Newsletter.
Aleksandra Efimova, President |
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Russian Pointe Circle
To honor our Authorized Retailers, we have created a new club just for them. As members of Russian Pointe Circle, retailers will enjoy access to breaking news, receive invitations to exclusive Circle events, and have the opportunity to participate in a dance retailers' online forum. "This is our way of showing our retailers that we value their hard work on behalf of dancers," says president Aleksandra Efimova. "I believe that through their participation in Russian Pointe Circle, retailers will find many opportunities for both enjoyment and personal growth." |
Pointe Fitting Seminars
By popular demand, Russian Pointe has created a new series of pointe fitting seminars. The first two seminars will be held on August 18 and November 2, at the elegant Russian Pointe Dance Boutique on Chicago's Magnificent Mile. On these dates, Aleksandra and the rest of the Russian Pointe staff will welcome retailers to a full day of fittings, presentations and discussions about Russian Pointe and the dance retail business, plus time for socializing and networking, including a special group luncheon. Interested retailers should contact business development manager Kathryn Toman by phone or by email. | |
New Advertising Campaign
Russian Pointe has embarked on a new advertising campaign, which will feature president Aleksandra Efimova in stunning global locations and exciting places closer to home. "I want to emphasize the luxury, elegance and universal beauty of Russian Pointe, by photographing the shoes during my travels and artistic excursions, in the U.S. and abroad," she explains. The initial ads will feature locations in Moscow, St. Petersburg and Athens (see "Connections" below), as well as a Chicago theater. |
Russian Pointe Events
Trunk Show and Book Signing Reception
Two exciting events will be held at Russian Pointe Dance Boutique in August. First, Werner Kern president Peter Kern will present a trunk show on August 12. From noon to 8 pm, Mr. Kern will fit customers to the full  range of exquisite Werner Kern shoes, including the newest collection of ultra-feminine contemporary styles. (Read more about the new collection in "Connections" below.) Cocktails and hors d'oeuvres will be served, and the new collection will be showcased on the Boutique stage. Advance fitting appointments are strongly encouraged; walk-ins will be accepted as availability allows.
 On August 24, the Boutique will host a book-signing reception honoring Christine Du Boulay Ellis, former Sadler's Wells Ballet soloist, longtime Chicago teacher and author of the memoir A Leap Across the Atlantic. Mrs. Ellis will be interviewed during the reception by Chicago dance critic Lucia Mauro. Admission is by ticket, which will include champagne and hors d'oeuvres, traditional English high tea, and a signed copy of A Leap Across the Atlantic. |
| Russian Pointe Quiz
How many combinations of model, vamp, width and shank choice are possible in a single Russian Pointe size?
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Spotlight...
Russian Pointe's Pete Navis
 If you wear Russian Pointes, you can be pretty sure that your shoes have passed through the hands of Pete Navis, and you can be glad that they did. Manager of the Russian Pointe warehouse since March 2007, Pete has set his mind to refining the ordering, stocking, packing and shipping processes, with wonderful results. After a youth in Grand Rapids, MI, Pete came to Chicago in 1995 to attend Moody Bible Institute, graduating with a degree in applied linguistics. He caught the theater bug after a small part in "Sound of Music" in high school, and stayed active as an actor and director throughout college. He remained in Chicago after graduation to pursue his theatrical interest.
Russian Pointe How would you describe the Chicago theater scene?
Pete Navis It's a great place for somebody who is really interested in acting and wants to be learning continually. There's lots going on, and always a new company getting started. In New York, you might get paid more, but there's more opportunity in Chicago. I've been able to work with a variety of people and have learned some really interesting new things. It's a professional quality of theater.
RP What sort of roles do you usually take?
PN I look for parts that will push me beyond what I've done before. Typically I'm cast as either an extremely rational, intellectual character, or as a quirky supporting character. I'm fairly sure that's based as much on being a tall skinny guy as on anything in my acting ability.
RP What brought you to your job at Russian Pointe?
PN I had worked for five years as the stock manager for a high-end men's shoe store, then briefly done a similar job for a large, chain furniture company. I came to Russian Pointe because I was looking for a company that was smaller, newer and more open to input from employees, with real potential for growth.
RP What are some of the changes in the warehouse since you took the job?
Read the entire interview, including Pete's advice to Russian Pointe retailers, by clicking Read More above. | |
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Amy Freeze wins Chicago's "Dance for Babies"
Chicago March of Dimes version of "Dancing with the Stars"
Wearing a dramatic fringed dress purchased at Russian Pointe Dance Boutique, Fox Chicago award-winning meteorologist Amy Freeze was declared champion at the Dance for Babies competition on July 31. Participating celebrities included other television personalities as well as a well-known journalist and a high-level business consultant, each of whom studied for six to eight weeks with instructor-partners from the Chicagoland Fred Astaire Dance Studios.
Russian Pointe president Aleksandra Efimova was in attendance at the fundraiser for the March of Dimes. "I enjoyed the evening very much, especially knowing that we were raising money to help children," she says. "And of course I was pleased to see Amy dancing so wonderfully in a dress she purchased at the Boutique!" (Visit the Boutique online to see more competition dresses for purchase.)
The March of Dimes was founded in 1938 by President Franklin Delano Roosevelt, to fund research to prevent polio. When that goal was met, the organization began focusing its efforts on preventing birth defects, premature birth and infant mortality. The Dance for Babies event had special meaning for Amy Freeze, who is the adoptive mother of a daughter born prematurely. For more infomation on the March of Dimes: www.marchofdimes.com or www.nacersano.org. |
Connections...
 Aleksandra Efimova took a whirlwind business trip in July, with stops in Germany, Russia and Greece. In Frankfurt, Germany, she visited the Werner Kern showroom, spending time with the Kern family including president Peter Kern (see photo at right). Having partially inspired the newest Werner Kern collection, Aleksandra was pleased to be one of the first people outside the company to view the new shoes. She describes the collection as bright, summery and feminine, in many new colors and textures including flowers, strips, sparkles and mesh. "It's a limited collection in these colors; next time these shoes are made, the colors will be different," she comments. She also had a chance to explore the Anna Kern collection, which is designed for children and beginners who are looking for a lower-investment shoe, and which she plans to bring to Russian Pointe Dance Boutique in the future.
Traveling on to Russia, Aleksandra happened to be seated in the midst of a group of Kirov dancers flying home from a tour to Italy. She enjoyed conversing with them about their performances, and was able to gather some first-hand information about the pointe shoe needs and preferences of these amazing professionals.
After a visit to St. Petersburg, she spent several days in Moscow, meeting with the designer and cobblers who craft Russian Pointe's spectacular shoes. "Although I keep in close touch with Moscow at all times, it's always good to visit and talk in person, about new models, marketing and production," she says. Some of the topics of discussion on this trip were new options for existing models (to be announced later), and increased production of the ultra-popular Jewels Collection.
On her first-ever trip to Greece, Aleksandra enjoyed exploring the classical architecture and sculpture, while arranging photo shoots for her upcoming ad campaign (see above). "I also had the chance to participate in some traditional Greek dances," she adds. (The photo shows Aleksandra at the Acropolis in Athens.) |
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Read previous issues of Russian Pointe Newsletter here. |
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