Introduction

David Michell shares insights about running two distinct wool companies in this Wool Academy Podcast. His long term family owned business Michell Wool is a wool broker and processing business at the beginning of the supply chain processing over 20 mio kg per year. David's side hustle is IO Merino, an Australian based merino wool base layer brand. David shares why he started IO Merino in 2002 and how it creates synergies for both businesses. David shares his strategies for being successful on social media and getting good returns from event sponsorships. David also emphasises the importance of creating compelling images to tell the story brand to the consumer.

About David Michell

David Michell is the Owner and Executive Director of Michell Wool, a wool broker and wool processing business. In 2002, David also started IO Merino an Australian merino wool performance base layer brand. David Michell is also the Deputy Chairman of the Federation of Australian Wool Organisations (FAWO).