Catriona shows flair for wool

Having worked with Target to produce a baby and toddler clothing line, with a significant percentage of woollen garments, she was well versed to spruik its fabric qualities.

Last year, she also produced her first woollen clothing range.

After five years of collaborating with Target, she plans to release an independent clothing range in July, which will comprise a percentage of wool produced on the property where she lives near Geelong, Vic, with husband James Pettit and their children Andrew, 5, and Charlie, 3.

Ms Rowntree said the "challenge had been set" for her clothing range.

"My husband said he didn't think I could do it, so I plan to prove him wrong," she said.

"I am working with a couple of people but at this point I think it's maybe best if I am independent, as I want to ensure I have a quality end product."

Ms Rowntree, who grew up at Quirindi on the Liverpool Plains, NSW, said her passion for wool was based on two factors - that Australians produced the best in the world, and because she had fallen in love with a woolgrower and developed a passion for the product.

"Literally as a child my mother was always dressing me in soft, fine wool," she said.

"I spend my life at speaking engagements, travelling or at magazine photoshoot and I always incorporate wool into my wardrobe in some way.

"It's an easy, subtle fabric and a pleasure to wear."

She promotes wool through her social media accounts on Instagram and twitter.

"I embrace the subtle power of social media," she said.

"I refuse to do facebook but an eight-year-old girl helped me set-up my Instagram account and I've gone from there.

"I often post some beautiful shots of farm life, and travel."

With close to 6000 followers on Instagram, Ms Rowntree's subtle message to wear wool is gaining traction.

"My dream is to produce a range of fine wool clothing," she said.

"I would love to be able to wear it and say it was from my own farm, to be able to embrace the power of social media for good."

Next week, she will continue her campaign at the SA Merino Field Days at Burra.

This year marks her 19th as a presenter on the television travel program Getaway, which she says had given her a point of difference in marketing.

"No matter where I go people know me, and because of the genre of the television show I do there's a really positive connection and people always want to talk to me about honeymoons, where they should go on holidays, and their favourite destinations," she said.

"I'm living the brand, and walking the walk. I may not know the technical terms but what I've found is that people in the wool industry couldn't care less if you didn't know these terms.

"At the first wool show they sent me to in Tas, my heart was in my mouth but I found so many people related to my story, and all they wanted to know was whether I was passionate about wool, or not. And that's something I certainly am."

Details: The SA Merino Field Days are on March 16-17 in the Mid North.