Retailer of the Year

Retailer of the Year

Joyce Locks of Hatsationa!, THA Retailer of the Year

Retailer of the Year Winner Joyce Locks from Hatsationa! brought her granddaughters to NYC for her Special Honor

Joyce Locks has been in the hat business for nearly 15 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.