LoveMerino is a flock-to-fabric Merino brand which has produced a stunning collection of Australian-made limited edition Merino wool scarves which can be traced right back to the flock on the Smith family’s farm of ‘Glenwood’.

This is a lifelong dream come to fruition for stud and commercial Merino breeders Norm and Pip Smith, sixth generation woolgrowers who have been producing the best product possible in the grazing environment on their two properties some 30 km east of Wellington.

They had always wanted to develop a brand using their own super fine Merino to produce ultra-premium products for local and world markets.

And the opportunity has become reality with the launch of the new LoveMerino scarves at Stem Boutique, Balmain, on October 20.

The Sydney launch will be followed by a launch at the Cactus Cafe, Wellington, on November 10.

The excitement of the new venture was obvious during the stud’s recent annual sale where Pip Smith displayed the new fashion items as a preview to the official product launch.

“Consumers around the world are becoming increasingly discerning about the ethical and sustainable aspects of fashion,” she said.

“They want to know where the product comes from, how it was produced and the story behind the brand.

“This has been virtually impossible with Merino wool, but we can give our whole story with each scarf.”

And the Smiths have an amazing story and want to share it with the world.

“Glenwood is now just a farming business but a way of life for us as we aim to achieve a harmonious balance between the environment, our livestock, business and family,” Mrs Smith said.

Norm Smith said their Merinos were grazed to mimic nature which has led the re-emergence of unique species of native grasses thought to be extinct in this region.

“We are also continuously improving animal welfare and ceased mulesing in 2005,” Mr Smith said.

Love Merino’s first collection is available now exclusively through the company’s new website: www.lovemerino.com.au