Sharon Sullivan, of Dream Hats, recently took a few minutes to chat with us about her company, and her experiences as a small business owner.

IT: OK, first question(s) - why hats? When did you know you wanted to be a milliner?
 
DH: I fell into it. Waaay back at Hawkwood [Fantasy Faire]...I don't even remember. It's just what we made (I had a partner, way back then). All we made were muffin caps, really. Go forward some years, and a Scarborough [Renaissance Faire] guy remembered me from Hawkwood and asked "hey, you still make hats? Could you make this?"

He's a friend, and what he wanted was simple enough, so I said "Sure". Then he wanted another one. Then someone else asked "oooh, you make hats?! Could you make this?" They just kept coming, and I had no idea why. Found out later that hats are thought of much like bodices - impossible to make, takes a special touch, etc. Me? I think they're fun and simple, pretty straightforward really.

So I let it be known that I "didn't mind making them". Then I started getting requests for things I DIDN"T know how to make, and the more I researched techniques, the more intrigued I got. It's like art and engineering, all in one. At that point, I was hooked.

IT: So why did you decide to take it from a hobby to a full-scale business?

DH: It's like having a tiger by the tail - I could either let go and forget about it, maybe make Ryan [Sharon's husband] the occasional flat cap for his new costume - or go all in. The "more than a hobby, less than a job" part was killing me.

Once I got the DBA and tax ID, my supply costs went down and it became easier to find raw matierials (Joann's only has so much). I was enjoying it too much to let go, so I decided to go all in, even then knowing that it wasn't going to be easy.

On the difficult days I have to remind myself that I chose this, it's what I wanted, and I could quit any time should I decide to. So far I haven't; I just keep pushing forward. ;)

IT: And forward you have gone! How would you describe the growth of your business these past 3 years?

DH: It's been amazing. I never thought things would take off like they have. I figured I'd make a decent seasonal business out of renfaire hats, but then I got into cons, and then steampunk took off, and then hats started getting popular in the mainstream, and then there was a certain prince's girlfriend who loved hats..... it just keeps getting bigger.

IT: What advice do you give to other people considering starting their own business?

DH: Hmmmmm....

• Don't let fear overpower you. Yes, it's scary - do it anyway.
• Ask a professional - there's a reason they're called "professionals".
• Use the professional's services whenever you can. Nephew-work will get you nephew-results.
• Network! Network, NETWORK!
• Have fun. When it stops being fun, reconsider why you're doing it.

IT: Good advice, on all points. How has having a coordinated "brand" (business cards, website, vinyl car logos) impacted your business?

DH: People take me MUCH more seriously. In a niche market like mine, people almost expect you to be..amateurish? Anyway, there are lots of folks that have their great-aunt's old sewing machine and will make the occasional costume piece. Showing up for a consultation in a logo'd car, with nice business cards, and then being able to show examples of my work on a professional website, really sets me apart.

I've had people at the renfaire who only know me as "So-and-so's wife, I heard she makes hats" be quite literally stunned silent, eyes wide in awe when they ask about a hat and I give them my professional business card, quote them a rate, then tell them I take cash, Visa or MC, their choice. Their next question, instead of "so yeah, maybe we could barter or something" became "so, where is your shop so I can look at what you have?". BIG difference.

IT: What about social media (Facebook, Twitter) - how do you use it to "reach out" to a potential clientele, and how has it helped your business grow?

DH: FB has helped immensely! It's my main advertising arena. Besides keeping your name in people's minds, it also keeps them interacting with you. Both Twitter and FB are "personal touch" advertising, because you can directly respond to your customers. Its more like talking to friends than just a one sided "hey! buy my stuff!"
Honestly, if it weren't for FB my business wouldn't be anywhere near what it is. Word of mouth is a powerful thing.

IT: You've come a long way from just making random flat caps - what's next for Dream Hats?

DH: A number of things: work is in progress for a leather aviator cap; first in basic brown leather, later in fun, wild colors (can you say red leather and rhinestones? Oh yes!) Speaking of rhinestones, there will be more of them - burlesque is quite popular in the area, and I adore the fun hats they wear. I am really looking forward to making those.

And, hopefully there will be a LOT more flatcaps in my future. I'm working on getting my own shop at a renaissance faire!