I hope you had a lovely weekend. We’re going to start off the week with an interview with Devon-based Kim Stead of Twool, whose company makes wool twine. Available in beautiful colours and twists, it’s perfect for florists and gardeners.
Could you tell us about Twool the company’s journey to date?
It’s a little over three years since I had the idea to develop a British wool twine as a homegrown alternative to imported jute. I’m an avid gardener and was fed up with jute rotting so quickly in my garden. And as jute is imported from Asia, I also questioned its environmental credentials.
From our humble twine to our woolly bags, Twool products are all made from good old British wool! There’s nothing like its sustainability, practicality, beauty and diversity.
There are many different processes (nine in total) involved in manufacturing our lovely twine, rope and cloth. And it’s taken time to find and put in place all the relevant skilled British companies to each provide their all-important expertise to the process.
Twool products are made from the ‘lustre’ long wool of the Whiteface Dartmoor sheep indigenous to Dartmoor and farmed on Duchy land. Whiteface Dartmoor wool has a long staple length, which is perfect for spinning our super strong worsted twine.
We collect fleece annually, directly from our small producers around Dartmoor and also purchase fleece through the British Wool Marketing Board (BWMB). Using the wool from local Devon sheep also means that its origins are fully traceable and that we’re supporting British rural business.
I’m inspired by all the hard-working wonderful British farmers and manufacturers who help us produce our products…without them we wouldn’t be here! Crucial to our 3 year product development journey are the strong working relationships built with the farmers, the BWMB and all those skilled British manufacturing partners involved in bringing our unique product to market.
How do customers use Twool?
Why hide the twine when it’s so beautiful! I’ve tried to develop Twool twine as a versatile product, which is both practical and beautiful. Inspired by exquisite moorland colours, our range of colours and twists complement flowers beautifully and are subtle, soft and strong. I think there is a twine favourite colour out there for everyone!
Twine is an essential product for florists and gardeners and I believe it’s important to look at the environmental impact that we all make using it. Choosing to use a home-grown twine instead of an imported one is a step.
Twool is such a humble, practical yet beautiful product that can really add a wonderful natural statement to a floral arrangement or hand-tied bouquet. Amanda Randell MDPF from The Academy of Floral Art turned to the woolly side some time ago and has created stunning arrangements with Twool, from wedding flowers to table decorations and hand-tied bouquets.
As well as florists, who else is your target market?
Gardeners are one of our other target markets. Twool is designed to be strong and durable in the garden and as it’s made from wool is also soft. So it’s kind to tender plants.
With tomatoes, it helps stop bruising of stems, which ultimately lets in disease. I say, why hide the twine when it’s so beautiful? You can make fabulous bold statements in your garden tying up clematis with burgundy Twool or purple podded peas with posh purple Twool! I personally love to tie up my tomatoes with the Chelsheepensioner red. It looks amazing in the greenhouse! Twool is also great for tying, gift wrapping and crafts.
Where can you buy your products?
You can buy Twool from our on-line shop. We also have a number of stockist throughout the UK, The RHS, Crocus, The Organic Garden catalogue and a few independent garden centres.
What are you plans for the next 6-12 months?
Ah…the next 6-12 months look interesting. I’m currently working on a number of new products, as well as developing our bag with Waitrose. For florists, I’ll give you a hint! Felt ribbon…that’s all I’m saying!!!
Thank you so much to Kim for all her help in compiling today’s blog post. Do pop over to the beautifully designed Twool website if you’d like to find out more about her products. Social media-wise, you can find Twool on Facebook, Twitter, Pinterest and YouTube.
P.S. With the natural, relaxed floristry style which is very on trend at the moment, wouldn’t this Twool be perfect for winding round the stems of buttonhole designs?
(Images : Twool)