Hat-maker picked by headline act Aguilera aims to diversify

Simply Devine plans to sell the branded clothes from early June, alongside its pashminas in more than 300 colours and its core selection of hats.

The Tadcaster firm, set up seven years ago by mother and daughter Joy Devine – who was a mature student under Peter Kingston Youel, head of Leeds College of Art and Design – and Liz Devine-Wright, sells through its shop on York Road and its website, which Mrs Devine-Wright said attracts 40,000 hits a month.

One of those was from American singer Christina Aguilera, who last year bought a hat from the firm to use on tour.

Mrs Devine-Wright, who also runs a portfolio of rental properties in and around Tadcaster, said Simply Devine has seen more demand for fascinators during the economic slump because they can cost less than bespoke hats.

The firm expects to turn over around £43,000 this year and has begun selling jewellery, branded handbags and shoes. It has also worked on fashion shows around Yorkshire including charity shows put on by law firms Cobbetts and Clarion.

“A lot of work has come through networking with other businesswomen,” said Mrs Devine-Wright, a member of Forward Ladies.

The clothing range will include dresses made in Nepal, where Mrs Devine-Wright has travelled often over the last decade, and will be aimed at the mid-market.