Priscilla Garcia visited her aunt at her workplace, Artistry in Motion Designs, and what she saw was magical.

During her stop, Garcia met company co-founder Julia Gorchakova — a world-renowned ballroom dancer — and mentioned that she had made her dress. Impressed, Gorchakova invited Garcia to use her skills to embellish a ballroom gown for a professional dancer.  

“She sat me down, and I tried,” said Garcia, about a stop in 2010. “She said, ‘Can you stay for the rest of the day?’ That was the shortest interview I’ve ever had. I just stayed. I worked literally from the ground up. I started embellishing, then I started sewing, then designing.”

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Garcia has spent more than 16 years with the company, beginning her career as a rhinestone embellisher and steadily advancing through roles in dressmaking, design, operations and marketing.

Gorchakova partially retired, and Garcia took over as owner, president and creative director of Artistry in Motion Designs. The deal closed on June 1, 2025.

The company has 13 full-time employees and recently relocated from Scottsdale to 1929 W. Lone Cactus Drive, Phoenix. The new 6,000-square-foot location features a showroom and full production studio. The base price is $6,500.

Her deep technical knowledge, creative vision, and commitment to the craft made her a natural successor to lead the brand into its next chapter.

“I have poured my heart and soul into this craft, and I am deeply committed to upholding the unmatched quality and craftsmanship established by our founder,” Garcia said.

“I’m excited to build on that legacy as we continue to grow both within the global ballroom industry and locally in Arizona.”

The business specializes in hand-stitched couture gowns for professional ballroom dancers. Each piece blends artistry and performance, using the highest-grade crystals.

Each Artistry in Motion dress has a story. Garcia pairs her creatives with projects that match and inspire their talents. The staff lets the dresses do the talking. Garcia said she hopes clients will share their great experiences with others and spread the word.

“We make every single dress,” Garcia said. “Every single bead is hand-placed. It’s a labor of love, for sure. Sometimes you just get so enveloped in the dress and become emotionally tied to it.”

Gorchakova had a similar career, selling the dresses her mother, Natalia, created.

“I learned from her mother,” Garcia said. “She was my mentor in sewing. Julia was my mentor in designing and sales.”

Arthur Murray Dance Studios’ franchises make up the bulk of Garcia’s business. Artistry in Motion Designs’ staff travels across the United States for Arthur Murray competitions. However, Garcia limits her travel to 20 trips a year so she can spend time with her family.

Her husband of 11 years, Lucio, whom she met in high school. He travels with her occasionally to help with the setup and teardown of the booth and equipment.

“He has watched this whole thing come to fruition,” Garcia said.

Garcia sewed since an early age, making bracelets or little purses for her friends, she said. She made bracelets or little purses for her friends.

“This is what I always wanted to do,” she added. “I was just very, very lucky that I fell into an opportunity like this.”

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Artistry in Motion Designs, 1929 W. Lone Cactus Drive, Phoenix. Information: artistryinmotiondesigns.com