En France
Bespoke Millinery
and everyday hats
large range of hats and caps
Not just a pretty hat shop
Ranges of accessories and gifts


The seed of Herald and Heart Hatters was planted 40 years ago when a young fresh-faced Tracey Mogard, who was pretty good with a needle, was asked to help Brixton based theatre millinery goddess Jane Smith.

Needing larger premises the business moved to St Philip Street in Battersea and Jane moved into the house next to it.

After working an apprenticeship with Jane and later becoming her business partner, the direction of the business, then called Jane Smith Straw Hats, moved away from theatre and more into fashion.

Jane wanting to stay where her heart was decided to move away from the business to concentrate more on film and theatre leaving Tracey to follow the fashion route.

However this left Tracey with a business called Jane Smith Straw Hats, and Jane living next door to the shop which although handy did sometimes cause confusion.

Around this time, Tracey was employing two other milliners, Robyn and Lucy who came on board as partners and changed the name of the enterprise to Herald and Heart Hatters, which also then freed up Jane to be able to use her own much-revered name.

In 1992 Ken White joined Herald and Heart to look after marketing and administration. Soon

Herald and Heart hats were being sold all over the world in the best stores and independent boutiques.

Robyn and Lucy moved away a few years later to pursue other careers and Tracey and Ken then became partners both in business and in life.

Ken developed the menswear business, sourcing materials from the UK and manufacturing within the EU. The Herald and Heart menswear range is selling well in many outlets across Britain.

Now all these years later Herald and Heart having moved the base from London to Rye in 2002 where manager Emma Caister is on hand to help and advise, Herald and Heart still enjoys a satisfying recognition in the world of hats and is still making beautifully crafted headwear for all occasions.

Friendly Advice

We are always on hand to help and guide where required. Whether the challenges are colour, styling or marital, you can be sure of sympathetic assistance.

Great Prices

By keeping our overheads as low as possible and by not eating for months on end we have managed to make savings that we pass on to our customers.

Years of Experience

Tracey Mogard has been making hats for 40 years. Her millinery has been sold  in some of the most celebrated stores and boutiques all over the world.

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Miss Tracey is working away creating wonderful millinery for the new season. She adds more every week. Get in touch for prices and to see...