Milliner Joel Alexander has expanded his bespoke hat business, Quills, to include a stunning range of clothing for special occasions

NORTH-EAST milliner Joel Alexander proved he’s up there with the best of them when he was asked to provide two hats for last year’s royal wedding. “It was such an honour, I almost collapsed,” he laughs.

First a high-profile friend of Prince William’s from North Yorkshire came in to the 28-yearold’s studio in Houghton-le-Side, near Darlington, to have her royal wedding hat designed.

Then she returned with a friend from London.

“Both hats were on the television,” says Joel.

“It’s nice to know that people who have the option of shopping in the capital and elsewhere chose to come up North to me.”

It’s not the first time that Joel has come to notice. Almost as soon as he set up his studio after finishing his degree in fashion design, his hats were snapped up for a feature in Vogue magazine.

“To have my designs and business recognised by the ultimate fashion bible so soon in my career was fantastic,” he says.

Joel hand-picks styles to sell in his studio range from easy-to-wear fascinators to bright and colourful showstopping hats. There are ageappropriate varieties, quirky choices and elegant, classic pieces – “something for everyone,” says Joel. “The most important thing is to find something you feel comfortable in.”

His range of hats is available to buy (anything under £160) or to hire (over £160), so there is an opportunity for everyone to be able to wear bespoke creations. There are exquisite bridal bonnets, funky fascinators for a prom, classic hats and plenty of styles guaranteed to turn heads.

Now, in response to his customers’ needs, Joel is expanding and has built a swish extension on his studio in converted outbuildings.

“My main focus is still bespoke millinery, but so many women were coming in who wanted alternative clothing options for occasions such as christenings, weddings and the races,” he says. “They told me they were fed up of all the fussy ruching and ruffles and wanted designs that were much simpler, more elegant, more sophisticated.”

After careful market research, Joel has created a mini-boutique – Joel Alexander Contemporary Occasional Wear – stocked with fitted skirts and jackets, softly draping dresses, evening gowns and cruise wear. “It’s not just about mother-of-the-bride though, I also have party dresses for people around my age,” he says.

The interior of Joel’s newly extended studio is very contemporary, with plush changing rooms and LED lighting. “Fabulous! – that’s what people say when they come through the door, and that’s exactly the reaction I’m after,” he says.