In Bermuda, sun hats are a dime a dozen. Sarah Bray-West’s stand out because they are sustainable, their designs made even prettier because, as someone who “is passionate about textiles”, her ties are created using grosgrain, vintage and antique ribbons. She spoke with The Royal Gazette about the marketing plan that is moving Sarah Bray Bermuda forward, one head at a time.

Q: Why hats?

A: Necessity is the mother of invention! The sun hats were initially inspired by Bermuda’s windy weather and boat days where a secured hat is helpful. I always need a hat with ties on them, but I wasn’t aesthetically fond of the brown leather cords and black ribbon ties that are commonly, permanently sewn onto sun hats. Conveniently, I collect vintage and antique ribbons – I have upcycled sun hats from thrift stores solely for myself for the past decade! – so this met with my love of styling an accessory in infinite ways. Woven from biodegradable palm tree leaves, each sun hat features antique and vintage ribbons that are interchangeable – so you can change your ribbon to match your dress or swimsuit!

Q: Why Sarah Bray Bermuda?

A: I was raised in Texas but I am married to a Bermudian and for the past five years have been blessed to call Bermuda home. Sarah Bray Bermuda is inspired by the natural and antique beauty of Bermuda. Sun hats have been made in Bermuda since the 1600s. A decade or so ago, there was a fascinating exhibit at Masterworks Museum [of Bermuda Art] all about the history of palm leaf sun hat making on the island [which I] found a book about at The Barn. To learn about the history of sun hat making in Bermuda was so inspiring.

Q: What was your initial understanding of Bermuda’s interest in sustainable products?

A: I love how sustainable and environmentally conscious Bermuda is. My home is only decorated from second-hand and old pieces (from The Barn, Orange Bay, Habitat for Humanity ReStore, Hilgroves and Pals) and I mostly wear vintage dresses and handbags. So when I was dreaming of designing my namesake collection, it was natural to design with vintage, biodegradable and easily renewable organic materials. There are so many aspects of human life that are unavoidably wasteful, so it’s really important to me to not pollute our beautiful world with even more waste.

Q: Did you need to make any modifications to appeal to the Bermuda market specifically?

A: I am always creating new styles and testing them out on my friends and family in Bermuda – they give the best unfiltered feedback on my prototype designs! My hats are designed for women around the world and I try to make them as flattering as possible for various head sizes and face shapes.

Q: How do you incorporate Bermuda into your marketing?

A: The natural beauty of Bermuda is my constant inspiration – all of my hats are woven with biodegradable palm tree leaves and antique ribbons and textile remnants that I find thrift [shopping]. For marketing and branding, most of what I love to share are my customers wearing their Sarah Bray Bermuda sun hats. My customers look beyond glamorous in their hats and it touches my heart to see them share their memories on social media wearing Sarah Bray Bermuda!

Q: How did you gain acceptance from the local community?

A: As soon as I launched in 2020, Alicia Tucker at Tuck Shop was an early supporter and carried the hats at her charming Southampton shop. She has an amazing shop that supports local artisans and small, female-founded businesses. I am so grateful to now also sell Sarah Bray Bermuda on island at Rosewood Bermuda, Bermuda National Trust’s Trustworthy Shops, Coral Beach Club, Della Valle and Tabs. Every store stocks a unique selection of sun hats and antique and vintage creations crafted specifically for their speciality shop, so you are sure to find something totally different from shop to shop.

Q: As far as local advertising, what served you best?

A: Social media is the best free way to advertise and story tell, in my opinion. Most of my customers first discover Sarah Bray Bermuda on Instagram and then explore the brand further at one of the shops that carries the collection, or at a pop-up.

Q: Did you partner with any local businesses/people?

A: I am thankful to have an amazing partnership with Rosewood Bermuda! Every Tuesday and Friday this summer from 10am to 2pm, I will be popping up in the lobby. I will have my women’s and little girls’ sun hats for sale, along with a rainbow of interchangeable hat ribbons. I can custom fit you into a palm leaf hat right then and there and help you style your hat ribbon. I will also have one-of-a-kind jewellery I make with coconut shells and other found antique materials, plus my collection of refurbished and upcycled antique Bermuda bags.

Q: Feedback?

A: In Bermuda, you can never have too many sun hats! A lot of my customers love to collect all the styles and make a hat wall in their homes. Oftentimes, tourists forget to pack a hat on their trips to Bermuda so they are delighted to find a special sun hat to remember their trip by. I love to meet and connect with tourists and customers at pop-ups.

Q: How do you plan to maintain/strengthen the Bermuda connection?

A: I live in Bermuda and I shop for my vintage fabrics and materials at thrift shops around the island. I am endlessly inspired by the history and natural beauty of the island and the incredible antiques that fill the thrift shops here.

Q: What do you believe are the key factors in marketing?

A: Being authentic to yourself. If you are starting a brand or a business, be genuinely passionate about the product you are selling. I genuinely love sun hats, and natural and antique materials. I think the customer can see that in my designs.

• Sarah Bray Bermuda partnered with Rosewood Bermuda to design an exclusive, biodegradable sun hat collection as part of the hotel’s Juniper Initiative, a programme “dedicated to environmental conservation and stewardship”. Sarah Bray-West will donate 20 per cent of proceeds to the scheme from pop-ups in the lobby of the resort every Tuesday and Friday from 10am until 2pm until August 31. For more information on Sarah Bray Bermuda, visitsarahbraybermuda.comor @sarahbraybermuda on Instagram