Today, we’re back with another Money Moments episode, where we chat with real Kiwis about their experiences with money. In the hot seat today is Sophie Hurley.

Sophie is a farmer, mum, and the founder of Honest Wolf, an ethical New Zealand luxury wool brand. Recently, she was honoured with the 2023 Supreme Award and Emerging Business Award at the Rural Women NZ Business Awards. She and her husband have also been featured on Country Calendar.

We dive into Sophie’s journey, exploring how she built Honest Wolf into the brand it is today.

In this episode, we cover:

• How her background in marketing and sales influenced the development of Honest Wolf.
• What inspired her to start Honest Wolf and how the brand has grown since its inception.
• How the declining price of wool has affected traditional wool farming.
• What factors she considered before opening a physical store in Hunterville, and how she manages its costs versus benefits.
• How she navigates the seasonal nature of fashion while maintaining Honest Wolf’s sustainability values.
• What strategies she has employed in pricing her products and managing manufacturing costs.
• Insights into her plans for international expansion, especially the move into the Australian market.

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