A brief history

Evolution

Bloch is praised for its rich history of innovation, starting with the very first pair of custom pointe shoes crafted in 1932. Since then the company has grown into the ‘ultimate dancewear destination.’

But it did not happen overnight. Like Robert Herjavec said, ‘it takes 10 years to become an overnight success’, and sometimes it takes even longer, this was the case for Bloch. Bloch officially began by taking orders for dance shoes from the students at Sydney's ballet schools.

The dancers at this time could order ‘flat ballet slippers, pointe shoes, tap shoes and national character dance shoes—including Russian Cossack boots and Irish and Scottish dance shoes’

In 1933 Bloch’s family finally joined him. Now 5 strong Bloch’s began to gain a stronger customer base and quite the reputation. By 1934 the business really picked up when the first of Many international ballet companies tutored Australia. This influx of new customers allowed the company to expand, and in 1936 Bloch relocated to a second-floor workshop at Taylor Square Darlinghurst.

From 1936-1939 Bloch saw steady growth as more ballet troupes tutored Australia. Before there was the internet there was word of mouth, and this was how Bloch built his clientele: by advertising his pointe shoes as ‘strong and long-lasting’.

His best international customers came from Russia. When the Russianspeaking dance companies tutored Sydney, Jacob would act as an interpreter and backstage he would take orders for his shoes.

On the 26 of June 1940, Bloch became an Australian citizen, and his company became recognized as an Australian business. The company saw moderate growth for the next 10 years.

1950 in its entirety was not a good year for Bloch, although he was making up to 50 pairs of ballet shoes per week,

due to Bloch’s lack of ambition, and his valuing of craftsmanship and artistry above all, the company’s growth slowed as he was never motivated to meet his deadlines.

On top of this the company tried and failed to open a small factory in Botany. Luckily, they had another factory in Zetland, and in 1959 Bloch was finally able to open a shop in the city in the Piccadilly Arcade.

Since the death of its founder (1961), Bloch has grown steadily over the last 7 decades in terms of their recognition and their product range.

Now while still fulfilling the promise made by Jacob Bloch 98 years ago, their products are loved and used by the smallest of dance schools, to mature theatre groups, and by nationally and internationally recognized dance companies. It is now the best dancewear provider in the country and is in the top ten globally. Not so bad for an unambitious man.