One Hat At A Time
Many retailers work with the Nebraska Lottery and we value the relationships they build with our players. An employee at one Lincoln retailer has built a reputation due to her unique approach to customer service and style. Those who walk in to U-Stop at 27th and E are welcomed by a smiling face beaming from underneath a goofy hat. The smiling face belongs to Ladonna Etherton and the hat is part of her collection of more than 200 she wears to work every day.
Etherton’s hats have become a staple at the 27th and E U-Stop. People who know her often come in just to see what she’s wearing while those who don’t smile at the sight of her hats.
According to manager Bobbie Stephenson, customers have grown accustomed to seeing the headwear.
“They come in the door and if she’s not there with a hat, it screws up their entire day,” she said. “The ones that walk in with a frown on their face, they usually walk out with a smile. You can’t take her anywhere because everybody knows The Hat Lady.”
The hat ladies of U-Stop: Ruta Lutu-Topley, Bobbie Stephenson and Ladonna Etherton
Recently, Etherton and her daughter attended a junior high school football game in Nebraska City where her reputation preceded her. The referees recognized her immediately, even without the hats.
Etherton’s reign as The Hat Lady began when employees at U-Stop helped raise awareness for the Muscular Dystrophy Association several years ago. She wore a different hat each day of the month-long campaign. Customers who had grown accustomed to the spectacle of a new hat every day were disappointed by the abrupt change when it was over.
Hearing the concerns of customers, Etherton put the hats back on. Her collection continues to grow as a result and ranges from simple to elaborate. One of her favorites she calls her pimp hat. It’s a purple wide-brimmed number with feathers strewn across the brim. A customer favorite resembles a chimney with Santa’s legs dangling from the top. At the push of a button, the legs begin to move back and forth as Santa pleads for help.
The Christmas season, Etherton admits, is when the most variety comes out of her collection. She can wear a new hat every day without wearing the same hat twice.
“The little kids love it,” she said. “I’ll have hats that have buttons and I’ll let them push the buttons.”
Aside from being her signature, Etherton builds relationships with customers because of her attire.
“It makes people want to come back here,” she said. “You have fun doing it and it makes your own day better. I think some of our customers the only time they smile is when they come in here.”
Etherton is currently laying out plans to make a hat from Nebraska Lottery Scratch tickets.
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