Possible Clues:

• Relating to coats of arms
• That woman at supermarket has Covid; initially family shields like this
• About coats of arms
• Is that how her confused lad, I see, is crested?
• Hear about 50, then nearly 600 armorial bearings
• As one announcing the call to arms?
• Of family crests
• Proclaimer had less than one hundred armorial bearings
• Like member of college, knowledgeable about sinister bars?
• The sort of arms that might have her lad confused, I see