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Including the women behind Bow & Arrow and Iris and Wool.
PHOTOGRAPHY ABBIE MELLE
Emily Riggs, Burra, SA
Why did you start the company, and when?
I started three years ago because I married a merino sheep farmer and was exposed to the fibre daily. I have always loved fashion and thought, why not combine the two and create my own merino wool label? Some people think I’m mad, but it’s been such a rewarding experience showcasing the best fibre in the world. Plus, I donate 5 per cent of all sales to the McGrath Foundation, which is very close to my heart.
What advice do you wish you had been given when you were starting out?
How much money I actually needed to start! And also, to find a business mentor.
What do you love about wool?
The fact it is a natural, sustainable and renewable fibre made from an animal— merinos! They are Mother Nature’s superpower.
Where do you see the future of wool heading?
With modern technology, the world is wool’s oyster — there are so many possibilities. It is increasingly popular with consumers as they seek natural, planet-friendly fibres. Plus, people like to know the traceability of their purchases. This is going to become vital in consumers’ way of purchasing goods.
Emily Riggs speaks to Graziher’s Life on the Land podcast about the bittersweet story behind her label, Iris & Wool. Articles continues below.
Jodi McColl, Yass, NSW
Why did you start the company, and when?
I started Bow & Arrow in 2015 because I wanted more options for pure merino wool jumpers on our shelves. I wanted to create jumpers that were quality, stylish and affordable for everyday use, for children and adults. And because we’re all busy they needed to be easy to care for, so all the jumpers can be machine-washed on a gentle cycle.
What advice do you wish you had been given when you were starting out?
Always go with your instincts. I think if you’ve got a good idea, and you’ve researched it, give it a go — life’s too short not to! And, it’s got to be manageable. I’m at a point now where I’m outsourcing things that are not my strength, like social media, so I can focus on the business.
What do you love about wool?
Wool is amazing. It’s the finest and softest natural fibre, it’s fabulous quality and it’s homegrown here in Australia.
Where do you see the future of wool heading?
Wool has so many benefits and so much versatility — I can’t wait to see where innovation will take it. I really want to see more people wearing Australian merino wool.
Visit Bow & Arrow’s online shop.
Penny Ashby, Narrabri, NSW
Why did you start the company, and when?
I started Lady Kate in 2014 to showcase merino wool to a new generation of women. Australia produces the best-quality wool in the world, yet so many stores use inferior wool, blends or synthetics in their knitwear — and I know if we can get our beautiful fibre in the hands of Aussie women, they’ll fall in love with it.
What advice do you wish you had been given when you were starting out?
Outsource the tasks you don’t like or aren’t good at, and focus on your strengths. You’ll enjoy it more and the business will thrive.
What do you love about wool?
It ticks all the boxes a modern consumer wants: it’s a natural, renewable fibre, it’s grown by Australian farmers and, above all, it feels beautiful to wear.
Where do you see the future of wool heading?
Consumers are showing far more interest in how their clothes are produced and what contributes to their carbon footprint. Wool is well ahead of petroleum-based synthetic fibres in its impact on the planet, and if producers can reduce the carbon footprint of the fibre further, it will secure wool’s future.
Visit Lady Kate’s online shop.
Pip Smith, Wellington, NSW
Why did you start the company, and when?
We are fifth-generation graziers. I always wondered where our beautiful merino wool ended up and thought it would be wonderful if we could produce products of our own. It wasn’t as simple as we thought – from shearing to knitting and dyeing, we wanted to make it transparent. We got there in the end and launched in 2016, producing luxurious scarves and wraps.
What advice do you wish you had been given when you were starting out?
To take some time-management classes! I am juggling a start-up, five children, being a grazier’s wife and a community member. It can be overwhelming at times.
What do you love about wool?
It can be worn at any time, any season. Plus, merino wool is the only natural fibre that, managed holistically, can regenerate the landscape.
Where do you see the future of wool heading?
Customers are becoming more discerning about where their clothes have come from and wool has an incredible story to tell about the provenance of the fibre, the environment and animal welfare. It’s perfectly placed to fit with trends such as slow fashion.
Visit Love Merino’s online shop.
Kerrie Richards, Redland Bay, Queensland
Why did you start the company and when?
As a wool grower I was frustrated with not being able to buy everyday wool products in the shops, and in 1993 the future for our industry was bleak, with no communication through the supply chain, low wool prices and drought. The concept for Merino Country was born in our shearers’ quarters to vertically integrate the supply and production chain, from the raw fleece to the end product. There was no social media or mobile phones in those days — just field days and shows!
What advice do you wish you had been given when you were starting out?
If you love what you do it’s easy to spend all your time on a new business — take the time to smell the roses.
What do you love about wool?
It’s versatility, durability and how comfortable it is while looking fabulous. Summer or winter, I wear wool every single day of the year.
Where do you see the future of wool heading?
Where I’ve always wanted to see it: as a wardrobe staple for the whole family with more early-stage processing done in Australia.
Unit 5/2-4 Commercial Drive, Shailer Park Qld; 1800 606 969 or shop online.
Julie Bird, Bukkulla, NSW
Why did you start the company, and when?
I started Sleepy Merino in 2019 at the height of the drought, to diversify our farm income. I love wearing merino wool, and had read research by The University of Sydney on how wool helps you sleep, but had trouble sourcing merino pyjamas. So, I designed PJs that are loose and comfy for sleeping and general lounging around.
What advice do you wish you had been given when you were starting out?
Manufacturing in Australia is expensive and difficult, but it is worth it in the long run.
What do you love about wool?
It’s breathable and temperature-regulating to help you sleep. Our merino jersey is so easy-care — just throw it in the washing machine — and it doesn’t produce millions of microplastic fibres when you wash it, like synthetics. It’s super soft and luxuriously comfy.
Where do you see the future of wool heading?
I feel positive that many people are starting to look for natural fibre garments. Once they discover the benefits of wool, they are wool wearers for life! They want a natural, ethical, long-lasting product, and enjoy buying direct from the farm.
Visit Sleep Merino’s online shop.
Pippa McConnell and Penny Rout, Forbes, NSW
Why did you start the company, and when?
Woolerina was started in 2005 by our dad, Warwick Rolfe, as a result of his long-held desire to be able to select raw merino wool and follow it through all stages of processing to a finished article of clothing. Penny came on board in 2010 to give some assistance with admin — and never left! Pippa joined in 2016 after a six-year stint in Canada. It’s incredibly rewarding and very special to be able to work alongside your family towards a common goal.
What advice did your father pass on to you when you joined Woolerina?
Dad has always been passionate about creating an elevated customer experience. Sometimes, it’s the small things that make the biggest difference. Customers are at the heart of everything we do, and he has passed this on in spades.
What do you love about wool?
We love that it’s a natural fibre, that it’s biodegradable and breathable, and that when you choose the ‘right’ raw wool, it feels luxurious next to the skin.
Where do you see the future of wool heading?
Hopefully onto more people’s backs! Its natural attributes make it appealing as people look to make more conscious clothing choices.
Visit Woolerina’s online shop.
Rebecca McErvale, Lexton, Victoria
Why did you start the company, and when?
As wool growers, we found it extremely hard to find baby blankets made from pure Australian merino. We started the business in 2010, buying yarn from a NSW supplier. In 2014, we began using Yalong Yarn, made from our very own merino sheep. We are proudly one of the few companies in Australia able to trace the wool back to the actual paddock the wool was grown in.
What advice do you wish you had been given when you were starting out?
To take advice from businesses that were already forging ahead with their own traceability programs and have contact with other businesses that could help.
What do you love about wool?
What’s not to love about it?!It’s natural, renewable and biodegradable and it produces the highest-quality garments. It’s our life!
Where do you see the future of wool heading?
We have seen the number of merino sheep decline rapidly in the last 30 years, but we have more than doubled our merino numbers. For those of us still growing good quality merino, there will always be a demand for it, and as such, a good living from it.
Visit Leroy Mac Designs’ online shop.
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To hear more extraordinary stories about women living in rural and regional Australia, listen to our podcast Life on the Land on Apple Podcasts, Spotify and all major podcast platforms.
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