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Footwear brand Pretty Ballerinas has opened its first standalone store on Brook Street in London. Following a soft launch on February 1, it opened its doors officially this month. Initially selling 89 styles, five new styles will be added each week. Pretty Ballerinas debuted in March 2005 as an online business amid growing popularity for pump-style footwear. The label is owned by Spanish footwear house Jaime Mascaro, which also owns Ursula Mascaro, Calzados Ferreries and Bini Bini.