❤️ About Heartfelt

A Father-Daughter Story Woven with Love

Welcome to Heartfelt, where every hat tells a story — of love, art, and family.

We’re Liona and Fitzroy, a father-daughter duo with a shared dream: to create something meaningful, beautiful, and full of heart. What started as a passion project has grown into a brand that celebrates creativity, connection, and craftsmanship.

About Us

🎨 The Artist: Fitzroy

With over 25 years in the photography industry, Fitzroy has always seen the world through a lens of beauty and emotion. His artistic eye and gentle spirit are the soul of Heartfelt. Each hat he designs is a reflection of his love for nature, color, and quiet moments — whether it’s gardening on a Sunday morning or painting in the afternoon light.

Fitzroy’s work is more than fashion — it’s wearable art, infused with intention and tranquility.

📣 The Voice: Liona

Liona is the heart behind the message. With a natural gift for storytelling and a passion for spreading kindness, she brings Heartfelt to the world. Her mission is simple: to share love, one hat at a time.

From crafting our brand’s voice to connecting with our community, Liona ensures that every message we send out carries the warmth and sincerity that defines us.

🌿 Our Philosophy

At Heartfelt, we believe in:

  • Art with soul – Every piece is made with care and creativity.
  • Family first – Our bond is the foundation of everything we do.
  • Spreading love – Through our work, our words, and our way of life.

Whether you're wearing one of our hats or simply stopping by to learn more, we hope you feel the love that goes into every stitch.

💌 Let’s Stay Connected

We’d love to hear from you!