Royal Endorsement Boosts Ashford Looms Amid Global Interest

A video featuring an Ashford eight-shaft table loom has garnered over 2.2 million views within days of being posted on the official Instagram page of the Prince and Princess of Wales. The loom, produced by Ashford Handicrafts Ltd, is manufactured in Ashburton, New Zealand, and its exposure through royal channels has taken the company by surprise.

The company operates from a 3,400 square meter factory located on State Highway 1. Adjacent to this factory, the historic Mill House, built in 1912, houses a showroom, classroom, craft shop, and café. Kate Sherratt, the sales and marketing manager at Ashford Handicrafts, expressed her delight at the unexpected recognition. “It’s a lot of good exposure for us,” she said, noting the influx of inquiries from dealers and customers worldwide who have reached out to share in the excitement.

The six-minute clip, which also appears on The Royal Family Channel on YouTube, features Prince William and Princess Kate visiting the Radical Weavers studio in Stirling, Scotland. This charity uses traditional Scottish tartan weaving to create a supportive community for individuals affected by trauma and loss. During the visit, the princess highlighted Ashford Handicrafts, stating, “A company called Ashford over in New Zealand.”

Sherratt reported a significant increase in global interest in spinning and weaving, which has reportedly risen tenfold. “Weaving is deeply mindful,” she explained. “In today’s fast-paced world, it offers a way to slow down, engage in a creative and mindful process, and produce something meaningful at the same time.”

The eight-shaft loom showcased in the video is one of the company’s most popular models, with exports reaching 35 countries worldwide, including the United Kingdom, which is a key market. Sherratt noted the importance of Radical Weavers as an Ashford dealer in the UK, stating, “They have an amazing setup of all the Ashford looms, so that was extremely good exposure for us as well.”

The royal endorsement is expected to attract new interest in weaving and craft, further solidifying Ashford Handicrafts’ position in the global market. Sherratt believes that this recognition will encourage more people to explore the art of weaving, which aligns with the studio’s mission to promote creativity and community engagement. As the demand for traditional crafts continues to grow, Ashford Handicrafts is poised to benefit from this royal spotlight, potentially leading to increased sales and a wider audience for their products.