For Carley Pryce, wool has never been ‘just a job’. It’s been a thread running through her working life since she was a teenager, shaping her skills, her confidence, and her connection to rural New Zealand. 

Now, after years of building experience across the agricultural sector, Carley has taken the next step in her career, recently promoted into a new role as a Wool Rep for PGW, based in Hawke’s Bay.

It’s a role that suits her perfectly - part relationship-builder, part industry advocate, and part problem-solver, along with plenty of kilometres on the road in between. And while Carley may be new to the wool rep team, her journey through the wool industry has been years in the making.

Carley was first introduced to wool at just 15 years old, taking on her very first job as a wool handler. While many young people her age were focused on sleeping in and social plans, Carley was still wiping the early morning sleep from her eyes while learning the rhythm and discipline of the shearing season.

“It was just meant to be something I did in the holidays. Up early and into the sheds at 6am, where I had to learn everything from scratch.”

But what started as a steep learning curve quickly became something she loved - a holiday job would turn into a lifelong interest. The hands-on work, the pace of the shed, and the chance to see a real industry in action was far more exciting for Carley than anything happening in the classroom.

Carley grew up without the traditional farming background many assume is essential for a rural career. But from the moment she stepped into a woolshed, she was hooked.

“After that, all I wanted was to be a farmer. I gave everything a go!”

However, despite her drive to have a career in the agriculture sector, Carley recalls facing doubt from others when she decided to leave school early after gaining her NCEA qualifications.

At sixteen, she was selected for the pilot programme of Growing Future Farmers, an experience that gave her the chance to deepen her practical farming knowledge while continuing her education.

Carley worked as a shepherd on a sheep and beef station in the Wairarapa, completing agricultural NCEA papers alongside full-time farm work, and it was during this period that she gained the hands-on skills that still underpin her confidence today, including learning wool harvesting properly, right from the sheep’s back.

“I did my meat and fibre papers, handpiece, all the ag-based papers,” she says. “Once I passed, I got asked to stay on the farm and I was there for another three years.”

It was a major achievement, and a sign that her work ethic and attitude were already being noticed. Then after several years on farm, Carley moved into agricultural retail, gaining experience with Farmlands and eventually relocating to Hawke’s Bay when Cyclone Gabrielle hit, helping wherever she was needed during a difficult time for many rural communities.

From there, she progressed into a 2IC role at Napier Farmlands, managing staff, improving systems and operations, and further developing her customer service skills. Then came a new opportunity, joining the PGG Wrightson Wool team at the Napier Woolstore as an inwards administrator.

Carley’s role involved receiving wool bales into the store, building her knowledge of wool handling and processing from the woolstore side of the supply chain. Then, after around 10 months in the role, the opportunity to step up into a wool representative position came up - and she was encouraged to apply. And while excited for the change, Carley admits leaving her woolstore team behind wasn’t easy.

“It was difficult to leave that role. I really did like it. But with this new role, I still get to see them a lot!”

As a wool rep, Carley’s days are largely spent out on the farms around the Hawkes Bay region, meeting growers, building relationships, and supporting clients with everything from wool clip preparation to marketing and logistics. And she is loving every minute of it. 

“Farmers are the people I get along with the most. They’re down-to-earth and I just find it so easy to relate to them.”

She also enjoys the travel that comes with the job, exploring different parts of the region and being part of the wider rural community. But the biggest challenge so far? The sheer amount of information to learn.

“The hardest part is learning the details and remembering all the personal things about my clients  - their dog’s name, their children’s names, how much stock they run. That’s probably the real challenge.”

But she’s realistic about the learning curve, and excited by it.

“A lot more goes into it than one would think,” she says.

Carley believes one of the most fascinating parts of wool is the journey it takes after it leaves the shed.

“I could spend hours and hours in the woolshed watching shearing,” she says. 

“Then you see it go to the woolstore and how much care goes into it. Working with exporters, the auction process, and then where it’s going - I think it’s really cool seeing what it will be made into.”

She says many people assume wool is just wool, but Carley is quick to point out that the industry is far more complex - from the products made from it, and knowing which fibres are right for which application. And she is also passionate about wool’s place in a modern world.
“Synthetics just simply don’t compare and it deserves far more notoriety for what it can achieve. It’s such a great natural fibre and extremely versatile. I wish more people knew that.”

Justin Coetzee, Export Account Manager for Bloch & Behrens (PGW Wool’s export arm) and Carley’s Napier based mentor, says her promotion is a win not just for the team, but for the future of the wool industry.

“It’s fantastic to have a young person who is able to see the bigger picture and work within the team to work towards achieving those goals.

“Carley’s so passionate about wool and the whole industry, so it’s really great to have someone in his role who is committed and passionate about the potential outcomes for their role - she certainly has a bright future ahead of her.”

And Justin says Carley has already made a strong impression with clients.

“After a period of settling in, she is now meeting a lot of the customers on her own with a bunch of clients. 

“What’s also great to see is the response of many of the farmers Carley has met. They are really pleased to see young people coming through and are happy to support them knowing they are the future of the wool industry.”

For Carley, the focus right now is simple - to learn, connect, and become a familiar face across Hawke’s Bay.

“It isn’t just about turning up and saying, ‘Can I have your wool and see ya,’” she says. “People don’t like it when you’re pushy.”

Instead, she has a plan to build trust, offer support, and help promote a positive message about wool, both to growers and to the wider community – she’s confident in her future growing alongside her clients.

At just 23 years old, Carley has already worked across nearly every stage of the wool pipeline - from handling the wool in the shed, to processing it in the woolstore, to now helping sell and market it as part of the PGW Wool team.