Tim Collins/Victoria News
When people step into the funky, antique-filled interior of Roberta’s Hats on Government Street, they are often taken aback by the incredible array of hats perched in displays around the shop.
“People love hats,” said owner Roberta Gennon. “I know that folks will often pass by and see a hat shop and wonder what we’re all about. And, although they may initially come in for the novelty factor, before you know it, they’re trying on hats and laughing and really enjoying themselves. Often they find themselves buying something they’ve found that they just love.”
It’s a business model with a proven track record, as Gennon is celebrating the shop’s 25th year in business.
“When we were first opening, some of the other merchants in the area offered a lot of negative comments about how we’d never make it. Now we’ve been in business for 25 years and a lot of those businesses have gone while we’ve done very well,” she said. “Sometimes you just have to believe in what you’re doing.”
Gennon started her career as a milliner, making hats for herself and a group of friends. She and her husband had been in the restaurant trade but, seeking a change, they left Vancouver and decided to try their hand at operating a hat shop in the historic downtown of Victoria.
“I don’t make my own hats any more,” Gennon said. “Compared to when I started out, there are so many great hat makers and the availability of styles and materials has exploded, with hat companies providing access to their product through online wholesale sites.”
Gennon still goes to trade shows to find the best possible products for her customers, as well as discussing and discovering new merchandising techniques and trend forecasts in the company of other milliners. While the online option has diversified the possible selections and styles for potential buyers, it has not had a substantial effect on her business.
“I’m sure there are some people who buy hats online, but mostly I think they’re disappointed in the result,” she said. “Hats are really something you need to touch, try on and pose in front of a mirror with … they’re a personal, fun experience. Sometimes I think the hat chooses the wearer as much as the wearer chooses the hat.”
The shop has enjoyed success partially by virtue of its large selection: from classic top hats and bowlers to fun beach wear. Of equal value is Gennon’s approach to business over the past 25 years – to be part of the community and helping make downtown a fun place to be for tourists and locals alike.
editor@vicnews.com
