Joyce Locks, a boundary pushing pioneer in the hat industry, has finally reopened Hatsational at 506 Broadway. At the onset of the pandemic, Locks closed Hatsational’s third location on 322 Broadway. Now, its two remaining locations, which were next door to one another, have been combined into one storefront. Following its official reopening on March 1, Joyce and her husband Roger Locks held a ribbon cutting at the consolidated location on April 1.
“Think about what I sell, and think about the pandemic. We tightened our belts, and just trudged through it, like everyone else. But it was hard for us,” she said. Saratoga Springs, as with other horse racing towns, is known for its hats and fashion, but when the track was closed to spectators for the 2020 season, "It was tough, especially the track being closed for months."
Locks has taken advantage of the opportunity to streamline and expand Hatsational’s offerings, she said. Now, the women’s and men’s stores have taken on a wide variety of hats, clothes, and accessories under one roof.
“Having the two stores in one, just makes more sense. It flows better. The clients can interact better,” Joyce said.
Roger Locks motioned to the assortment of colorful hats, handbags, bowties, perfumes, and more: “Look at this. This is the complete antithesis of sensory deprivation.”
Joyce Locks is anticipating a return to normal, just in time for tack season.
“This year, I think it's going to be all out, phenomenal. People are dying to get dressed up, they’ve been in their pajamas too long,” she said.
Since first opening in 2013, Hatsational has become a mainstay in the community. The business was originally conceived as a pop up tent in Congress Park on Tuesdays. Thanks to continued support, it has evolved into much more.
Speaking at the ribbon cutting, Mayor Ron Kim said that Hatsational “has enjoyed popularity in our city and beyond. Its many satisfied customers serve as a great example of our innovative, local business that gained good will and a wide following through dedication and initiative.”
Previously an interior decorator, Locks has established herself as an icon in the industry. In 2019, she was the first woman founder in 111 years to be awarded Retailer of the Year by The Headwear Association. Only one other woman has won the honor, but her husband was the founder.
The Saratoga County Chamber of Commerce hosted the ribbon cutting. A sign on the former ladies hat store next door says “Gold Tiger Tattoo Coming Soon."