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Beyond the Bale : September 2016
It’s easy to see why Australian bedding brand Aumore Wool chose its name. Feeling its products, looking at its website, or talking to Managing Director Clark Yu, the brand’s love and passion for wool and the products they produce becomes evident. A relative newcomer on the scene, Aumore Wool was established in 2010, born from what Mr Yu says was the simple idea of “wanting to create better products than what were available on the market”. Using some of the best Downs wool produced by Australian woolgrowers, Aumore Wool is keen to tell the world of the extraordinary benefits of wool. “Put simply, Downs wool is the best wool for quilts,” says Mr Yu. “The most obvious reason is because of Downs wool’s ability to bounce back after being compressed. It is the ‘steel wool’ of wool fibres, which means you can lay upon it for decades and it will still bounce back to its full size. Of course it is also a natural fibre providing incredible comfort and warmth. “Sheep breeders and sellers continually tell us stories about how they’ve had their Downs wool quilts for upwards of 20 years, and still the quilts behave the same as they did when first used.” Yet Mr Yu says Aumore Wool stands out from the pack due to its keen attention to detail, designing and creating wool quilts and blankets using the handmade touches of skilled technicians. Each Aumore wool quilt has its wool placed inside it by real people – not machines – and sews the thin edges of its quilts with a hand-held sewing machine. Notably, each quilt has a zipper which customers can open to see and feel the precious wool fibres which lie inside. “We treat each quilt like a piece of art,” says Mr Yu. “The zipper on the side of Aumore quilts is specifically designed to match our philosophy of handmade touches. We would like our customers to be able to touch the premium quality wool, just as if they had made the quilt themselves.” With a consumer-following across the world, including the USA, Canada, Germany, China and Japan, Mr Yu insists that the combination of using the iconic Woolmark and Australian Made logos are well-valued by its customers. “To many international consumers, a product that is Australian Made is symbolic of world- class quality standards and craftsmanship. Australian Made logos are becoming even more valuable now that their rarity has also increased. People at home and overseas have faith in Australian made products, and value them over products from other locales. We are very proud of this fact. “When we started this business, the first people we chose to contact and learn from were the people at The Woolmark Company. From a young age I had seen the Woolmark logo on many different and varied beautiful wool products. I called Woolmark and their team provided me with a list of wool suppliers who we are still working with us to this day. We have also worked directly together with Downs wool sheep farms to help us enhance our knowledge about the product.” By being a true source of information – about where the wool comes from, about wool’s benefits, and about how each product is crafted – Aumore Wool is hoping that they are not the only ones falling in love with Australian wool. MORE INFORMATION www.aumorewool.com.au WITH AUSTRALIAN WOOL AUMORE’S LOVE AFFAIR Bedding brand and Woolmark licensee Aumore Wool, which manufactures high quality Australian Downs wool quilts, embodies the Italian language’s word for love, ‘amore’, while being quintessentially Australian. Aumore Wool’s quilts are Woolmark certified, which provides consumers with guaranteed fibre content and an assurance of quality. Aumore Wool places a zipper on the side of each quilt, so consumers themselves can see and touch the quality of the wool. Aumore Wool uses Downs type wool from Australia for its woollen quilts and under blankets, the majority of which comes from Poll Dorset sheep. 26 OFF FARM
In the Shops - September 2016