Congratulations to Joyce Locks and the entire Hasationa! Family
The Headwear Association congratulates Joyce Locks & Hatsationa!
Saratoga Springs Retailer Hatsationa! was voted The Headwear Association 2019 Retailer of the Year.
Joyce attended the 111th Annual Headwear Association Dinner on April 11, 2019 with her entire family, including her three granddaughters.
Joyce Locks has been in the hat business for twelve years. Hatsationa!’s inspiration came from Joyce’s love of horses, hats and fashion.
Hatsationa! began in 2007 after a trip to the horseraces at Gulf Stream Park in Fort Lauderdale. Joyce being a licensed horsewoman, was attending the horserace hoping her horse would win. She forgot her hat and became frustrated when she was unable to find a dress hat. She returned to her hometown of Saratoga Springs, NY, determined to fill that void.
Hatsationa! began as a home-based business. Twelve years ago, Joyce began hosting a Hat Salon in her Saratoga home. The events grew in popularity, and quickly Joyce’s Hat Nights in her 1890 Queen Anne Victorian home were packed with men & women looking for the perfect hat.
Saratoga Springs is the oldest racing town in America dating back to 1864. In addition to the events at her home, Joyce also hosted pop-up events at the Belmont Racetrack, Saratoga Racing Museum and many Kentucky Derby Benefits. Joyce also became a regular at the Tuesday Art in the Park in Saratoga, and suddenly all the event attendees were wearing hats from Joyce’s Pop Up Shop. In that year the New York Racing Association invited Joyce to sell her hats at the Saratoga Racetrack. The hat parties and pop-ups continued for six years, until her home was so full of hats that it became obvious that she needed to take the next step, Brick and Mortar.
In 2013, Joyce opened the first Hatsationa! Brick and Mortar location on the North end of Saratoga Springs. She carried men’s and women’s hats and became a regular stop for people attending The Kentucky Derby, Preakness, Belmont and Saratoga races. Although racing was foremost on her mind when it came to headwear, she realized a much larger picture. Musicians, Carriage drivers, classic car owners, Victorian, Renaissance, and Gun show attendees have found Hatsationa! to be their headwear place to go.
One year later, a storefront on the South end of town became available. She decided to add a second location, on the south end of town. “People thought I was crazy, opening a second hat store in a four-block town. But Saratoga is a tourist town, with frequent business travelers as well. I quickly found that the two locations attracted a different customer base, depending on the convention that was in town.” Hard work dedication and devotion drove her once again to expand.
In 2016, another storefront became available adjacent to her Flagship store. With many requests for her to expand her men’s selections she decided once again to expand. Hatsationa! took over the neighboring space at her North end location, and she now operates separate men’s & women’s hat shops. She also maintains the location at the Saratoga Racetrack, capitalizing on the highly popular racing season there.
Hatsationa! carries a huge variety of men’s & women’s headwear, including hats made in the U.S., Germany, Italy, Canada, England, Equador, Australia, France, Mexico, as well as exquisite handmade fascinators from Russia. The stores also offer their own in-house designed Hatsationa! line and customized collections. She works carryfully with her milliners to tweak the designs she carries at Hatsationa!.
“We work closely with our customers, said Joyce, “Women bring in their dresses and we work with them to customize their hat designs. Our hats have gone to Royal Ascot, European weddings and of course, we send dozens of hats to the Derby every year.” Men coordinate their outfits with her extensive lines of accessories found at Hatsationa!s’ Haberdashery.
“Our motto is ‘Select Not Settle.’ I want people to feel empowered with their hat purchase. I make the whole experience engaging, fun and memorable because I want them to feel special. And they always do.”
Joyce wants to give a special thank you to her husband Roger, who is a CPA, but he can often be found at one of the four Hatsationa! locations. “He put up with the start of the business when our home was filled to the rafters with hats, and he continues to support my expanding business. I put him on the sales floor often; our customers love him and leave happy in their new hats. Hatsationa! was my baby, but Roger has always been a huge support.”
Hatsationa! now operates four locations in Saratoga Springs, NY, as well as an online hat boutique, www.hatsational.com.
Congratulations to Joyce Locks and Hatsationa! — The Headwear Association 2019 Retailer of the Year.