(Filed Under wholesale Dancewear News). Just 2 Fierce is planning on offering dancers a lot more than sexy apparel. Lisa and Liz Rosado will open the store in early November in Manhattan’s East Harlem neighborhood in early November. In addition to serving as a ready-to-wear and lingerie boutique during the day, with brands such as Wacoal, Natori Warner and Bali, it will open its doors to dancers during the wee hours; from about 7pm to midnight. During the late-night shift, Just 2 Fierce will offer apparel by Shirley of Hollywood, Roma, Elegant Moments, Naughty Lola, and small dancewear designers, as well as manicures, pedicures, hair styling, massage services, and “private pampering sessions,” for dancers to indulge in before they start their shifts.

Lisa—who serves as the owner and manager of the store, while Liz is her business associate and operational organizer—said that she came up with the idea for a late-night hotspot based on the typical dancer’s schedule and needs. “Dancers are usually up into the late hours and find it difficult to acquire the sleep needed. By the time they get up, most of the shops are closed, and they are at a loss for time to shop,” she said. “I want to make life as easy as possible for them, and offer them a relaxing, warm environment. I’m even thinking of offering a car service that will pick them up at home, take them to the store, and then take them to the clubs.”

Lisa also plans on using a computer system that will record each lady’s style preferences and measurements. “This way if she calls ahead of time, I can order what she needs when she arrives.” She is also planning on adding a “Wish List.” Prices at the store will range anywhere from $25 to several hundred dollars for custom-made, one-of-a-kind pieces.

In addition to filling a shopping and pampering void for dancers, Lisa and Liz hope to fill a void for women in the neighborhood with their daytime business. “In [East Harlem] there is a need for top-quality merchandise at a price that local people can afford,” Lisa said. “My philosophy is that if you offer people affordable prices, you will make a profit because your sales volume will increase.”

And in an effort to cater to all shapes and sizes—from the small to the “more voluptuous” woman—they plan to carry sizes XS to 6X.

Lisa, a former electrician who also has experience in lingerie retail, began selling lingerie at nail and hair salons two years ago, eventually coining her business Just 2 Fierce because “it is how I want to make women feel: empowered, elegant, beautiful and fierce.” Due to the growth of her business, in early 2009 she decided to expand into a brick and mortar store—a dream of her’s—and approached Liz, who has a background in real estate development with a focus on retail, for help.

Just2Fierce will be located at 106 E. 116th Street, New York, NY, 10029. For further information, call (646) 377-7761.

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Published 10-20-2009 by Amanda Torres Price