At DNA Dance Lab Ltd, we believe every dancer deserves to shine, without parents or teachers having to break the bank. Based in the West Midlands, we create high-quality, affordable, and fully customisable performance wear designed to make dancers feel confident, comfortable, and stage-ready.
We offer a range of dance base garments alongside a bespoke embellishment service for competitions, shows, and festivals. After years in the dance world, we spotted a gap between eye-watering bespoke costume prices and basic off-the-rail designs, so we decided to bridge it. The result?
Costumes with real wow factor that still work for real-life budgets.
Designed by dancers, for dancers, our costumes are built to move. Every garment considers the physical demands of performance while celebrating creativity, individuality, and age-appropriate design. No two pieces are the same unless you want them to be, because every dancer’s story is unique.
Above all, we’re proud of the relationships we build. We’re approachable, supportive, and passionate about doing things the right way, from safeguarding young performers to delivering a personal, friendly service every step of the way.
Amy Jukes (PGCE, BA (Hons)) and Donna Mitchell (GTP, BA (Hons)) are the founding directors of DNA Dance Lab and the creative minds behind every design.
Both former dancers turned dance mums, Amy and Donna combine their industry experience with a genuine understanding of what dancers and families need. As Designers and Directors of Product Development, they work closely with manufacturers and customers to create costumes that balance performance, style, comfort, and affordability, all while keeping dancers feeling confident and protected on and off the stage.
Show-stopping style doesn’t need a show-stopping price. Our base garments start from just £35, with beautifully crafted embellishment services from £30.
Experience the look and feel of high-end dancewear, without the luxury price tag. Every piece is handcrafted with care, finished with distinctive embellishments and backed by genuinely attentive customer service.
Make it truly yours. When you choose our embellishment services, you’re invited into the design process, whether you have a clear vision or want our expert designers to lead the way, we’ll bring your ideas to life.
Our versatile generic sizing is designed to fit beautifully and last longer, making it ideal for growing performers or evolving wardrobes; more wear, more value.
Stand out with confidence. All DNA Dance Lab designs are limited edition, ensuring your costume remains unique and never mass-produced.
Darcee, a proud DNA ambassador, shares what it’s like to be the face of the brand, from testing costume samples for comfort and performance to representing DNA at events, photoshoots, and competitions. Discover her passion for helping dancers feel confident, secure, and stage-ready.
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