Cecilia, you’re breaking my heart….remember that song? That is exactly how I felt when I clicked on the Cecilia Kerche website link on the sidebar only to find a big notice that says: ACCOUNT SUSPENDED. Please say it isn’t so, Cecilia!
Her beautiful website was years in the making. It was filled with eye-catching videos and most of all, pointe shoes that were HER own brand. Back in 2012, I made a post announcing that her site was finally up and running. Her pointe model Cinderella captivated me.
Capezio Of Brazil Now Has A Cecilia Kerche Division
After finding her website down, I discovered that Capezio of Brazil has added a Cecilia Kerche section in their footer navigation bars. When you click on the link, a pop-up announces that is has a new model to offer. Can you guess what the model is called? Yes, it’s the CK40- Cinderella.
This is the SAME model that made its debut on her site in 2012. If Capezio is announcing the CK40 Cinderella as “new”, then perhaps the business collaboration is quite recent.
What is very unusual is that Capezio Brazil has published links to the now-suspended Cecilia Kerche domain on the sales pages of her shoes. I’ve never seen a major dancewear company sending traffic out to another website this way. Isn’t pointe shoe world fascinating?
Her Video Archives Continue To Inspire
Was This A Coerced Takeover , Or A Smart Business Move?
Imagine if you were to launch your own brand of pointe shoes. You would have to either build your own private factory, or commission an established manufacturer to do it for you.
For this work, the manufacturer would expect a cut of the sales profits. If the company is large enough, they might offer to give you a lump sum plus a small percentage of sales to buy your brand name and sell it under theirs.
In fact, if they are the only large-scale operation in town, they could refuse to make products for a competitor. That is the unromantic reality of the pointe shoe business.
Will The Purity Of The Cecilia Kerche Brand Remain Intact?
After so much confusion with the blended SoDanca-CK label, it was refreshing to see such a popular and well-loved dancer break away to do her own thing. Now that Capezio is selling her models, we have to wait and see how the shoes are going to be stamped and marketed.
If they are imprinted CK on the inside, but Capezio Brazil on the sole, dancer’s will now refer to them as Capezio CK’s.
Sadly, with much regret, I now go to do that which I must do; delete Cecilia’s website link from the sidebar 😦
Out of respect for her personal privacy, I will not be trying to contact Cecilia Kerche to find out why her lovely website is no more.