Imagine a world where the glitz and glamour of Strictly Come Dancing meets cutting-edge technology—sounds like a match made in heaven, right? But here’s where it gets fascinating: a family-run dance shoe maker in Milton Keynes is proving that tradition and innovation can waltz hand in hand. International Dance Shoes (IDS), the unsung hero behind the dazzling footwear on Strictly, has taken a bold step into the future by embracing new technology to boost productivity and quality.
For over two decades, IDS has been the go-to supplier of ballroom and Latin dance shoes for the show’s stars, crafting around 40,000 pairs annually for customers spanning the US, Europe, Australia, and East Asia. And this is the part most people miss: despite being one of the UK’s last specialist dance shoe manufacturers, IDS isn’t resting on its laurels. With a £20,000 grant from the government-backed Made Smarter South East programme, the company is investing in machinery that promises to streamline production and increase output by 10%.
Justin Patel, IDS’s managing director, calls the grant “a game-changer,” explaining how it will allow them to combine multiple processes into one, speeding up production without compromising the craftsmanship that’s made them a Strictly staple. His father, Rashmi Patel, who founded IDS in 1981, beams with pride knowing his shoes have graced the Strictly stage since the show’s inception. “It’s a special part of our story,” Justin adds, revealing that during the show’s run, the team is glued to the screen—not for the celebrities, but to ensure their shoes perform flawlessly.
Here’s where it gets controversial: as IDS embraces digital transformation, some might worry about job losses. But Jez Heys from Made Smarter reassures that the new technology isn’t about replacing workers—it’s about upskilling them. “It’s an opportunity for our team to grow with the company,” Justin emphasizes.
This move isn’t just about staying relevant; it’s about elevating an art form. With greater precision in production, IDS aims to raise the bar on quality, ensuring every pair of shoes meets the high standards of Strictly’s dancers. As the 2025 Strictly Come Dancing final airs tonight on BBC One and iPlayer, it’s worth remembering the craftsmanship behind those sparkling steps.
Thought-provoking question for you: In a world where tradition often clashes with technology, can industries like dance shoe making truly thrive by embracing innovation? Share your thoughts in the comments—we’d love to hear your take!
