Today we’d like to introduce you to Jaime Haskell.
Hi Jaime , so excited to have you with us today. What can you tell us about your story?
How Lovely Bird Took Flight
My journey into starting Lovely Bird began about 13 years ago, when my first daughter was just a year old. I’ve always had fashion in my blood—from managing and buying for an amazing boutique in Brentwood that’s been around for over 20 years, to working in clothing stores all through high school and college. And while I’ve always loved fashion, accessories have been my true passion.
When my daughter was born, I made the big decision to take a step back from work. I’d been working since I was 15, so it felt like a big shift—but also the right one at the time. One day, I was walking through Cross Creek in Malibu and spotted a really cute hat. I loved it, but it was way too expensive—especially since I wasn’t working. That moment sparked something. I realized there weren’t many fun, stylish, functional hats out there that didn’t break the bank. Most of the hats I was seeing were either too basic or way too pricey.
So I got inspired. I took a trip downtown and started sourcing materials—straw hats, feathers, beads, leather trims—the works. I created a few designs myself and wore them around. My girlfriend, who owns Jen’s Pirate Booty, saw one and immediately loved it. She introduced me to her showroom in downtown LA, and the team there was super excited. They asked me if I wanted to create a small collection—and just like that, Lovely Bird was born.
As for the name? It came from a trip my husband and I took through Australia and Indonesia years ago. We met this charming English couple, and the woman would always call pretty girls “lovely birds” in her beautiful British accent. That phrase stuck with me, and when I started designing hats, I thought, that’s exactly what I see when I picture the women wearing these—beautiful, confident, lovely birds.
And that’s how it all began—what started as a personal creative spark has grown into a brand that celebrates individuality, edge, and effortless style.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
To be completely honest, Lovely Bird has been a slow, steady grow—and I’m really proud of that. I didn’t have outside capital or investors backing me. I started this business with a small amount of money and
I made every dollar count.
In the beginning, I produced my first samples right here in LA. But pretty quickly, I realized that local production at that stage was going to be too costly, so I moved production to China. After my second run there, though, it became clear that the quality control just wasn’t where it needed to be. The hats coming out of production never quite matched the samples, and it was incredibly frustrating—not to mention, I lost a significant amount of money.
But instead of letting that stop me, it pushed me to dig deeper. I did a ton of research and ended up connecting with an amazing U.S.-based manufacturer—a family-run operation that has been making hats for generations. The craftsmanship, attention to detail, and reliability completely changed the game for me.
That said, because I started Lovely Bird when my first daughter was just a baby—and then had my second a few years later—I couldn’t pour 100% of my time into it. And you know what? I don’t regret that for a second. Raising my girls alongside building this brand has been one of the most rewarding experiences of my life.
When I launched, a wave of other brands were starting, too. Many of those founders had more capital and more time, and some were at different life stages, which allowed them to scale quickly. There were definitely moments where I thought, If I just had more time or funding, what could this become? But what I’ve built is something real, something that’s grown with integrity, creativity, and heart.
I’ll admit—figuring out manufacturing, choosing the right trade shows, and making sure margins worked without inflating the retail price too much… those were some tough lessons. My mission has always been clear: create stylish, well-made hats that feel special, but won’t break the bank. And while I’ve had a few bumps with materials that didn’t hold up as long as I wanted, I’ve learned and adapted every step of the way.
At the end of the day, I’m so proud of what I’ve built. I started this business from scratch, with no roadmap, while raising a family and growing into new chapters of life. Lovely Bird is a true reflection of the journey—flawed, fearless, and full of heart.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Lovely Bird, we’re all about bringing individual style and a unique twist to the everyday hat. While most styles out there tend to play it safe, my absolute favorite part of this work is the embellishments—the little details that transform something simple into something unforgettable.
I’ve always been inspired by travel—my style is deeply influenced by the vibrant colors and artistry I’ve seen across Europe, Asia, Mexico, and the creative little pockets of the U.S. From hand-stitched embroidery to one-of-a-kind trims, I aim to infuse each hat with its own personality and story.
Embroidery and custom trims have become something I’m known for, and I love creating limited designs with special touches you won’t find anywhere else. I collaborate with select boutiques and retailers to create exclusive embellishments, so each piece truly feels like a wearable piece of art. One of my favorite partnerships is with Sundance Catalog, where every single design I create is completely unique—just for them.
But what really lights me up? Collaborating with other female artists who are just as passionate about their craft as I am. Over the years, I’ve teamed up with jewelry designers, painters, clothing makers, and even cookie artists! I’ve worked with the amazing Raquel Allegra, who hand-paints the dreamiest silks, and Marisa Mason, whose leather and bead work adds the perfect earthy edge. I’ve collaborated with my insanely talented friend from Good Vibes Cookie Co., who’s not only a cookie queen but a painter too. And then there’s my friend Ana in Malibu—a brilliant ceramicist and painter who constantly inspires me.
There’s nothing better than empowering women and getting creative together. I’m not into gatekeeping—if someone calls me wanting to start their own thing, I’ll give them every detail, right down to which manufacturer I use. There’s so much opportunity in this beautiful, niche space, and I truly believe in community over competition.
Especially for moms—sometimes we just need that creative outlet. Whether it becomes a full-on business or simply a soulful side hustle, there’s power in turning your artistic energy into something tangible. Supporting fellow mamas and makers will always be a huge part of my heart (yes, I know it sounds cheesy—but it’s true!).
Lovely Bird is more than just hats. It’s about art, adventure, and sisterhood—with a little bit of edge and a lot of soul.
We’d love to hear about how you think about risk taking?
The Risk of Not Going Big
If you asked my husband, he’d probably laugh and say, “Oh, she is not a risk taker!” And honestly… he’s not wrong! He’s always nudging me to do something big and bold—like open up a Lovely Bird storefront or take on a trade show overseas. But if I’m being real, the biggest risk I’ve taken might just be not going big.
That probably sounds strange, but choosing to stay present with my girls—being there for the morning chaos, the school drop-offs, the dance rehearsals, the sports practices, the playdates, and all the beautifully ordinary moments in between—has always been a top priority. So yeah, maybe I didn’t go full speed ahead with the brand when others were scaling fast, but I wouldn’t trade that time for anything. I’ve never wanted to look back and feel like I missed the good stuff.
On a more practical level, one of the biggest risks I took with Lovely Bird was stepping away from a traditional showroom. I was in one for a while, but the fashion industry shifts constantly—what works one year might not the next. Everyone in the Garment District is always trying to figure out the “right” formula: which shows to do, which stores are actually taking chances on fresh brands, and which ones are playing it safe.
Ultimately, leaving the showroom gave me more control over my brand’s direction. I found an amazing road rep who had tons of great connections and really helped open doors—but when she decided to move on from the industry, I had a choice. And I decided to take everything in-house. No big team, no fancy payroll—just me (and a handful of amazing hourly helpers), wearing all the hats—literally and figuratively!
It was definitely a leap, but it’s also given me the freedom to work on my own terms. I can focus on what lights me up—whether it’s designing a new collection, collaborating with a fellow artist, or simply taking the afternoon off to be with my girls. That balance means everything to me.
And while I may not be the “go big or go home” type, I believe in growing with intention, staying true to the heart of the brand, and building a business that’s as real and grounded as the women who wear my hats.
Pricing:
- 250-375
Contact Info:
- Website: [email protected]
- Instagram: @lovelybird_
