There’s always a sense of enchantment that swirls in the atmosphere of the ballroom dance industry, an amalgamation of swift movements, mesmerizing costumes, and raw talent. Few capture the spirit of this electrifying world better than Julie Wilson’s Encore Ballroom Couture, based in suburban Virginia.
Here in Wilson’s family home, competitive dancers find their sartorial dreams, often flying in from all corners of the world to grace the 450-dress inventory. The business offers a dazzling array of dresses symbolizing various dance archetypes—floaty and ethereal silhouettes for American Smooth and International Standard dances, as well as more provocative attire perfect for Rhythm and Latin styles.
Wilson, herself a competitive dancer for two decades, formed this empire with her mother Brenda, a successful partnership characterized by discerning dress selection and vivacious charm. From setting up shop at events to interacting with clients and tactfully addressing appearance issues, the duo became an undeniable force in the industry.
The backbone of Encore isn’t simply the gowns, which range from $4,000 and up, but the stories and people that accompany them. Every dress tells a narrative of transformation and declaration, representing dancers’ various stages of their journey. From beginners trading in their first gowns for a more avant-garde style to seasoned dancers downsizing their wardrobes, the dresses reflect evolution—both in personal style and skill.
In fact, some of these dresses have graced world-renowned dance floors, with pieces formerly worn by “Dancing With the Stars” coach Edyta Śliwińska and costumes from Seasons 2 through 12 of the hit show forming part of Wilson’s archival collection. Thanks to this impressive collection, accompanied by clever marketing, the business became a notable player in the ballroom dance industry, even attracting the interest of TV producers.
However, the journey at Encore goes beyond glamorous gowns and sparkles. It continues to be a tribute to Brenda Wilson, the founding pillar whose vibrant spirit is reflected in each glimmering sequin and multi-colored crystal (rhinestones are off-limits in this kingdom). Despite her passing, every dress continues to receive a unique name—a comforting nod to her legacy. Brenda’s frankness and knack for empathy are reflected in how dresses are not only meant to dazzle but also to conceal surgical scars and present the dancer in the most flattering light possible.
This glittering kingdom, tucked away in a corner of Virginia, is an empire that captures the art, glamour, and heart of ballroom dance. It’s a testament to the love and dedication of its founder and the community that forms around it. The doors to Encore Ballroom Couture are always open to dancers, celebrities, and ballroom enthusiasts from all walks of life.
As the mirror ball continues to spin, be it at the backstage of a popular television show, a championship dance floor, or this unique shop in Annandale, one thing remains certain—ballroom dance and its dedicated fans aren’t going anywhere. Among feather boas, bespoke costumes, and twinkling choreography, it continues to sway its way into the hearts of viewers and participants alike, befitting the Bravo-style slogan: “All is fair in war and ballroom”.
