Today we’d like to introduce you to Evetta Petty.
Hi Evetta, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I graduated from F.I.T. with a degree in Textiles and Fashion Marketing. I was not a millinery major. I am a self-taught hatmaker. I worked behind the scenes for many fashion companies. While working, I always made hats for myself as a hobby. My hats always got so much attention. I made a few and tried a pop-up at a market in Soho on weekends. They sold very well. I quit my corporate fashion job and rented a small space in a mini-mall called the Soho Emporium in the late 1980s. After five years there, I realized that I needed to increase my customer base. It was before websites and social media and acquiring new customers was difficult. My best option was to move to Harlem where there are many churches and potential customers. Since I am self-taught and not classically trained in millinery, my approach has always been that of an artist creating wearable art. This practice has made my shop unique and has gained my shop worldwide acclaim. It has given me recognition in my industry as an innovator that uses unconventional materials in the creation of headwear. My motto is, “I’ll make a hat out of anything.”I have taken risks and redefined my business model. By being responsive to my customer’s needs, and the effects of the pandemic, I now understand the importance of being flexible, adaptable, and always open to learning.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
My main struggle has been a lack of proper staffing and having to do too much on my own.
Appreciate you sharing that. What else should we know about what you do?
Harlem’s Heaven Hat Shop specializes in upscale designer hats. I have been designing hats in my Harlem shop for over 30 years. My hats have gained worldwide attention. It has been many years of hard work to see my hats on the pages of Vogue, Essence, Marie Claire, The NY Times, and the cover of Harper’s Bazaar. I help people dress up for important moments in their life. My hats are worn to the Kentucky Derby, The Conservancy Luncheon, the Royal Ascot Races in England, weddings, and other hat-required events. My hat story has been covered on CNN Great Big Story, NBC, NHK, and PIX11 News. My hats have been exhibited as wearable art in The Metropolitan Museum of Art. I am proud to be a part of the rich history of Harlem, a vibrant community with a great sense of style. In addition to my dramatic, over-the-top headwear, I have created a collection of attractive, lightweight hats for people suffering from hair loss. There was a void in the market for a comfortable hat for cancer patients that was also flattering. With my unique skill set, I designed these small hats with a fashion-forward edge. I have a great affection for the Harlem community and I believe in giving back. My mission is not just to sell hats to customers to enhance their appearance but to educate them of the need to wear a hat for sun protection. Every year, for the past 10 years before covid, in June on National Hat Day, I give away 400 sun hats, free of charge at my shop to give awareness of the need to prevent skin cancer. This is a collaboration with the Headwear Association that I brought to Harlem. It is attended by many people from the tri-state area. Since covid, I have given away free sun hats on Instagram.
Can you talk to us a bit about happiness and what makes you happy?
I am happy when I have made my customers look beautiful and confident for a special occasion.
Contact Info:
- Website: www.harlemsheaven.com
- Instagram: harlemsheavenhats
- Facebook: Harlem’s Heaven Fan Page
- Linkedin: Evetta Petty
- Twitter: harlemsheavenhats
Image Credits
Photos by: Manonce Frank Rivers Leriam
