“The creative and artistic side of the business is definitely my strength.”

Interview by Kelsey Meyer of The League of Innovators

Evetta Petty is the owner of Harlem’s Heaven, a hat shop located in Harlem, New York that now serves hat enthusiasts across the country through their website.  Evetta graduated from the Fashion Institute Technology in New York City, and personally designs many of the hats sold at Harlem’s Heaven.

Harlem’s Heaven sells all different types of hats ranging in price from $35 to $1,000 and more.  Since implementing her website, Evetta has seen her online hat sales grow to 80% of her overall sales.  Harlem’s Heaven has been featured on NBC and has experienced increasing interest with well-known public figures such as Kate Middleton embracing the idea of a hat with every outfit.

MO:
It is obvious that you are a talented designer graduating from FIT and designing many of the hats yourself.  How have you made the transition from fashion designer to business owner, and what has been your biggest challenge?

Evetta:
The creative and artistic side of the business is definitely my strength.  The administrative and marketing aspect of it is the most challenging. I am learning more and more with each new challenge.

MO:
Can you tell our readers about the different hats you sell, and why you view hats as an important investment?

Evetta:
I have a very wide range of styles from a classic fedora to a high fashion feather crown Runway style.  I sell hats for everyone, for sun protection, for horse race enthusiasts, for church attire, and for when you just want to make a fashion statement.

A man should own at least one casual straw hat and one dress hat for a polished professional look. A current reference for men’s hats is the movie “The Adjustment Bureau”  A woman should own at least 3 basic styles. A classic fedora for everyday, a wide brim sun hat, and a fascinator or small cocktail hat for dressy occasions.

MO:
How has the addition of a website helped your business, and was the initial website development a difficult process for you?

Evetta:
Developing the website was tedious in the beginning because of the large number of hat styles in inventory. We now have a smoother process, a more user-friendly shopping cart, and more than 1,000 items for sale. The website has given us a more global presence.  We have been shipping hats to many locations around the world including Japan, South Africa, Australia, and to England for Royal Ascot.

MO:
It says on your website that you can also design custom hats for your customers.  Can you tell us about a favorite custom hat you have designed, and what some of the occasions are for which people purchase custom hats?

Evetta:
Here in New York, and around the world, there are many events that require wearing a hat.  These hats are often custom designed to match a particular outfit.

Sorority events, luncheons, weddings, church, anniversaries, horse races, and High Tea, are just a few popular hat occasions. I recently designed a free-formed shaped leather hat that legendary singer Patti Labelle wore to a movie premiere.

MO:
How do you find inspiration for your hat designs?

Evetta:
Mostly through travel. I have been to some amazing places in India, Saudi Arabia, Thailand, Japan, and Hong Kong. I love seeing costumes, and I am very influenced by architectural shapes.  Wherever I am in the world, I buy beautiful lace, beads, crystals, and ribbon to give my hats unique embellishments.

MO:
I am very impressed that you were featured on NBC!  Can you tell us about how you have found creative ways to gain marketing and publicity for Harlem’s Heaven on a budget?

Evetta:
We participate in a lot of local community events. I work with stylists for magazines, and other media, and I just had my first solo show for New York Fashion Week.