Farmer Sophie Hurley Transforms Vintage Motel into Wool Industry Flagship

Turakina Valley farmer Sophie Hurley is transforming the 1970s Hunters Motel into a flagship store and educational hub for her luxury wool brand, Honest Wolf.

By: AXL Media

Published: May 1, 2026, 4:00 AM EDT

Source: RNZ Pacific

From Paddock to Boutique: The Honest Wolf Journey

Honest Wolf is a vertical integration success story, utilizing wool directly from the couple's family farm, Papanui Estate, located in the Turakina Valley.

Source Material: The business uses felted wool shorn from their own ewes.

Product Line: The brand specializes in high-end woollen bags and accessories, bridging the gap between raw agricultural output and luxury fashion.

Sustainable Insulation: Fittingly, the renovation of the old cafe space involves installing wool insulation to warm the large open-plan 1970s structure.

Revitalizing a Rural Landmark