We’re excited to introduce you to the always interesting and insightful Evetta Petty. We hope you’ll enjoy our conversation with Evetta below.

Alright, Evetta thanks for taking the time to share your stories and insights with us today. Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?

My design talent was evident when I was 6 years old. I was already sewing, making dresses and little hats. I also loved to make costume jewelry. I was encouraged to create fashion in my own way. At christmas and birthdays, instead of a lot of dolls, I was given jewelry making kits, fabric and trims, and craft kits.

My skills were nurtured and fine tuned. I had an earring business at 10 years old. I would sell them to my Aunt”s sorority sisters.

I learned very early the importance of good customer service.

Evetta, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Harlem’s Heaven Hat Shop specializes in upscale designer hats . My name is Evetta Petty and 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.

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 hat maker. 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 1980’s. After 5 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.

Can you talk to us about how your funded your business?

I used my savings from my corporate fashion job to fund my business.

How about pivoting – can you share the story of a time you’ve had to pivot?

After the Pandemic, I had very little foot traffic in my brick and mortar store. I quickly had to focus my attention to online sales. I have redesigned my website and currently promote and highlight my website on social media.

Contact Info:

• Website: www.harlemsheaven.com
• Instagram: harlemsheavenhats
• Facebook: Harlem’s Heaven Fan Page
• Linkedin: Evetta Petty
• Twitter: harlemsheavenhats