Hope for Rural Female Entrepreneurs

Founder of award winning company Cosy Toes, Tracey Robinson, is inspiring other rural women to seek the same success. After five years of overcoming obstacles posed by running a small business from a rural location, Tracey’s innovation and drive resulted in winning the South Island prize in the RWNZ Enterprising Rural Women Award 2010. She now is a symbol of optimism for other rural female entrepreneurs. “I strongly recommend any businesses looking at entering this year’s awards to give it a go,” says Tracey. “I hope that the Cosy Toes story will inspire other women in a similar position.” This is the third year the awards have been run and entries close on Friday 18 March 2011.

Cosy Toes specialises in producing merino wool socks for babies and children. It also stocks of a range of merino clothing. In 2005 Cosy Toes began out of a need identified by Tracey’s family. “I couldn’t find any wool socks for our pre-school boys. I began investigating the wool situation in New Zealand and realised that few people knew about the great qualities wool like I had done all along since childhood.” Cosy Toes opened its doors to a national and an international market via internet sales. Tracey comments; “I knew that because of my location in the rural township of Rotherham, North Canterbury, that I couldn’t rely on foot traffic past my door!”

Achieving ultimate success was a challenging journey for Tracey and Cosy Toes. “At the end of 2009 I was at a low with the business and it was a real turning point for Cosy Toes. I had lost my merino sock manufacturer after they decided it wasn’t economic to be manufacturing the socks. Also my merino clothing manufacturer was looking very shaky,” says Tracey. She felt however, that there was a viable business in Cosy Toes and needed to find a way to lift its profile. The awards offered a platform for doing just this. The effect of winning the award was pivotal in taking Cosy Toes to the next level of distinction. “I wouldn’t be where I am today with the business without the exposure I got from winning the award,” says Tracey.

Cosy Toes has gone from strength to strength since Tracey became the South Island RWNZ Enterprising Rural Women Award winner for 2010. Committed merino sock and clothing manufacturers are now firmly in place with both situated in New Zealand. New styles of socks are being manufactured. Also available is a growing range of merino socks for men and women which are proving just as popular. “Since the company has gained visibility in the market I have been able to expand my range and take on dependable suppliers, the future for Cosy Toes looks very exciting,” says Tracey.

The passion Tracey shows for Cosy Toes is not only for the products but also the story behind the brand. “Winning this award really woke me up to what my story is, where this all began and what is behind this business – wool. I can now tell people my story and that story has given strength to the business. I still really appreciate that the judges at the time of the awards recognised this passion and story even though I was at a low point with the business.”

The award has prompted growth for Cosy Toes across the board, beyond development of the product lines. The Cosy Toes website, www.cosytoes.co.nz, has evolved to become a dependable resource for current New Zealand wool news which is supplied by a range of select farming organisations and retailers around the country.

Tracey believes that New Zealand wool is on the road to recovery but she still thinks it will take time; “As long as we still believe in our wonderful product and keep telling the stories behind the brands that represent it, we will get there,” she says.

For further information about the RWNZ Enterprising Rural Women Award, and or for an entry form visit: www.ruralwomen.org.nz.

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