Platinum Again. But That’s Not the Point.

2006 was a big year for the internet. Twitter was born. Facebook went global. Google bought Youtube. The pace of the digital world shifted almost overnight.

Everything got faster, louder, bigger.

That was the year we started The Wool Company. Slow, quiet and small. We didn’t raise venture capital. We didn’t talk about disruption. We didn’t set out to conquer the world.

We simply set out to sell good wool well.

And this year, we received Feefo’s highest award for excellence for 2025 and for the eleventh year running.

We’re very grateful, of course. But Platinum's not the point.

A Different Kind of Growth

Some companies that began or grew in 2006 now measure their success in billions of users. We measure ours in repeat customers. The internet optimised for scale – algorithms, engagement, speed. We chose something steadier.

Fast fashion chases clicks and turnover. We chase trust.

And trust takes time. It's not built in a funding round, going viral, or massive advertising. It grows quietly — order by order, repeat by repeat, year by year.

What Platinum Really Means

Feefo Platinum isn’t awarded for one good season. It's for consistently high, independently verified customer happiness over many years.

It means that thousands of people — real customers, not anonymous data points — have gone to the trouble of sharing their experiences. That's what matters to us.

Not because it gives us a badge. But because it signals something far more valuable: consistency.

We’re Not Perfect

After nineteen years, we still get things wrong.

We run out.
We send late.
We misread.
We misdescribe.

Platinum isn't perfection; it just means we're accountable, so we still read our reviews – all of them. The generous ones we love: from the critical ones we learn. They remind us that behind every order is a home, a gift, a milestone, a memory being made.

Nineteen Years Later

The world of 2006 feels almost quaint now. No smartphones. No Instagram. No next-day everything.

Online shopping felt relatively novel. Feedback even came in the form of thank-you letters (it still does occasionally – and we love them!) There was no doomscrolling but we still had Woolworths, Thomas Cook, libraries, and pubs...

And yet here we are. Still independent. Still owner-led. Still small! But still working with the same mills, weavers and tanners we know and trust. We haven’t grown at Silicon Valley speed. But we love what we do.

Wool endures. Blankets last for decades. Shawls soften with time. Sheepskins shift homes. A baby shawl may one day wrap another generation.

We believe service should endure in much the same way.

Thank You

If you’ve left us a review — thank you.

If you’ve returned to us for a second, third – or sixty-third purchase –  thank you again.

If you’ve trusted us with a wedding gift – sometimes more than one wedding – a new home, a comfort purchase, or simply chosen natural over synthetic — thank you.

Awards are lovely.

But the real reward is when someone comes back years later and says, “We bought a blanket from you 17 years ago — and we’re ready for another.”

That’s the point. 

Harry Mayman
Founder. The Wool Company