Jacqui Miyabayashi is importing New Zealand merino + possum products to Japan and has found a way to appeal to a niche target market that also suits her own lifestyle. Merino wool garments do not have to be just for high performance outdoor activities. As Jacqui explains, with the right gear, anyone can be “outdoorsy”. New Zealand merino mixed with possum fibre is perfect for making very Japanese activities like viewing cherry blossoms and visiting temples much more enjoyable.
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In this episode we're "shearing" how Jacqui is leading the flock!
How Jacqui arrived in Japan and found herself 20 years later starting a business that imports merino + possum products to Japan
Being your own influencer and sharing your story to reach Japanese consumer hearts
Straying from the “Performance outdoor wear” flock by showing New Zealand merino products in a variety of ways that appeal to Japanese consumers
Supporting New Zealand themed or influenced businesses operating in the Kansai area
Jacqui is a long term resident of Japan having originally come to Osaka on a working holiday visa. Since having two children she has pursued an entrepreneurial life starting and running various businesses. This has allowed her to be a stay home / work from home mum for over twenty years. She is the founder of North South Stewart, a company importing New Zealand merino + possum products to Japan and the member of a growing community of New Zealand businesses in Japan.