Based in Somerset, but proudly serving dancers nationwide - and at times, beyond! - Wowdancer is a specialist retailer of adult social dance shoes, online and in person throughout the UK.

Founder and owner Liz, originally opened Wowdancer as a shop in Taunton, in 2005, where it ran successfully for the next 10 years. Due to high demand, Liz re-established Wowdancer in January 2025, this time selling online and at UK dance events. 

Wowdancer was created by an actual dancer, who knows only too well that the perfect pair of shoes can make all the difference. This is why Wowdancer has a very carefully selected collection of quality dance shoes, trainers, sandals and boots to suit every dancer and every style of social dance. Many Wowdancer styles offer a choice of colours, heel heights and width fitting, making it easy to find a pair that's perfectly you!

You also find Wowdancer on the road throughout the year, bringing their pop-up dance shoe shop to events. It's a rare and special opportunity to browse the collection, try before you buy, and receive friendly expert advice in person. Check out our event appearances.

Wowdancer is proud to be trusted by dancers, dance teachers and event organisers across the UK, and to be the only dance retailer in the UK to stock the FULL range of Fuego dance shoes.

About Liz

Affectionately known in the dance community as 'Wowdancer Liz' or 'The Shoe Lady', dancer Liz Morrell is the proud owner of Wowdancer and a lover of all things pink!

Liz fell in love with dancing as a teenager and has never looked back! Combining her passion for dance with a natural flair for retail, she has spent most of her adult life running successful dance, bridal and prom shops in Taunton and Oxfordshire, before launching Wowdancer in 2005. 

An impressive 39 years experience in retail and 45 years on the dance floor, make Liz perfectly placed to understand a dancer's needs. Her crazy passion for dance shoes means she knows her fabulous collection of shoes inside out, and is always happy to help customers find their perfect fit. 

Adding a personal touch and a little sprinkling of ‘wow’ magic to everything she does, Liz loves getting to know her customers and takes pride in offering friendly and professional advice, a carefully chosen range of quality products and great value - all with a bit of fun and laughter!