IT'S not the most obvious place for a hat shop - in a former outbuilding on the south side of the A184 dual carriageway between Newcastle and Boldon. But the name on the farm gate explains all. Get Ahead Hats is a remarkable co-operative of farmers' wives and countrywomen, who, in swishly decorated former farm buildings, disused byres, and old cattle stalls up and down the country, are doing a growing trade in stylish millinery for sale or for hire.

Debbie Haynes at Scotts House Farm in West Boldon runs the twentieth showroom, just opened last week.

"It's perfect for me," says Debbie, who used be commercial director for an engineering firm. "I breed show ponies, which makes it difficult to be out at work all day. I needed something I could do at home. When I saw something about Get Ahead Hats, I knew it was perfect. I've always loved hats. I love dressing up to go to the Northumberland Plate."

And as there were buildings empty on the family farm, there was plenty of space for the showroom, plus the bonus of plenty of parking for customers.

Debbie has trained in basic millinery, so not only can she provide expert advice, but she can change the hats and trimming to suit the customer. "It's a different world from engineering, but I've enjoyed it," she says.

And as well as the hats in her showroom she has the back-up of 4,500 hats at Get Ahead's head office and main showroom near Blackburn.

"It used to be where we kept our cows," says Blackburn branch manager Sarah Rhodes, "but since they've gone, we have plenty of space to adapt."

And there's the rub. Farming's changing. Diversification is the key not just to success, but often to simple survival. Farmers' wives and daughters, being a practical bunch - as well as a lot more stylish than their traditional image - have been quick to meet the new demand.

It all started with Beryl Otley, whose family farmed just outside York. "I wanted a hat for my daughter's wedding. It took a lot of finding and cost me £120 - which must be about £400 in today's money."

At the time, we'd temporarily lost our love of hats, except for weddings and posh race days. "But I thought it was something I could do at home," says Beryl. And a great idea was born.

"Farmers' wives always find it hard to go out to work. You have to be there to help with lambing, or sign for a delivery of fertiliser, or cook a big midday meal for men who've been doing hard physical work al l morning. So your choices are limited."

But the hats went very well. So well that Sarah, a friend of her daughter's asked if she could do it too. And so it snowballed.

"It was also nice to have a bit of glamour down on the farm," says Beryl, herself very stylishly dressed.

We are wearing hats more now than we have for years. Big showy extravagant hats, cheeky little concoctions of lace and feathers, classic elegant hats - Get Ahead Hats has them all.

"One of our main advantages is that we can give people plenty of time and advice, "says Beryl. "Often, especially if it's something like mother of the bride, people can feel pressured or panicked into buying something they might not feel totally comfortable with. Each of our showrooms has hundreds of hats. And we have the advantage of the backing of the organisation. The members help each other out, so they're not alone."

From those early beginnings, Get Ahead Hats is now a thriving business with exclusive design by top milliners. Branches in this part of the world are also getting a nice boost with Ascot moving up to York this year.

To get to Deborah's showroom, you go along a drive winding between trees and a duck pond, with daffodils lining the route. It makes a change from the MetroCentre.

Before the branch is even officially opened, the first customer turns up, having researched hats on the Internet. Helped by Deborah, she soon finds the perfect complement to her wedding outfit. Sighs of relief all round. She is delighted. Her husband is relieved. Deborah, Sarah and Beryl are beaming.

"A perfect beginning," says Beryl.

A head start, you might say.

l Hats from Get Ahead Hats cost from £20 to hire; and from £30 to £300 to buy.

Deborah Haynes, Get Ahead Hats, Scotts House Farm, Newcastle Road, West Boldon, Tyne and Wear. NE36 0BE Tel: 0191-519 1601

Other Get Ahead hat showrooms in the area are:

Carol Forster, Joiner's Cottage, Shildon Rd, Blanchland, DH8 9SS. Tel: (01434) 675328.

Pat Robinson, Staindale Grange Farm, Great Smeaton, Northallerton DL6 2JE. Tel: (01609) 881346.

Jane Wheldon The Granary, Cross Lane, Snainton, Pickering YO13 9BA Tel: (01723) 850402.

Beryl Otley, Dutton Farm, Harrogate Road, Poppleton, York. YO26 8JU.

www.getaheadhats.co.uk

l Royal Ascot will be at York for five days from June 14