“Keep going. Because

you didn’t come

this far, just to come

this far.”

“What will people think?”

“Who do I think I am trying this?”

“Who would ever want to work with me?”

“You’re getting a bit big for your boots aren’t you?”

You’ve heard these before. Maybe from a friend. A boss. A partner. Sometimes, without realising it, from yourself.

These are the quiet sentences that put us back in our box. They make us soften our edges and to not want too loudly.

I’m referring to the social phenomenon we know as tall poppy syndrome. You’re probably familiar with it. It’s a cultural habit whereby anyone who dares to stand out or achieve success is criticized and ‘cut down’ to size – by an offhand comment, a friend’s raised eyebrow, a roll of the eye, a “how’s your little business going?” question, accompanied by a fake smile at a social function; a culture that prefers you humble over visible.

Tall poppy syndrome stops ambitious women from achieving. And to that, I say, “STUFF THAT!”

Welcome to The Bigger Picture; a blog that is all about building NETWORK and CONNECTION. Each month, I feature a woman in small business within my community with the sole purpose of showing support, building solidarity and sharing stories of passion.

I am so fortunate to be surrounded by incredible small businesses in the South West run by women in their spare rooms or out in their gardens and they each have a unique story to be told; a BIGGER PICTURE to be discovered.

This month, we’re considering the concept of why we sometimes feel the need to shrink ourselves to fit the field. We’ve all done it when starting our own small businesses. We’ve all downplayed our wins, deflected compliments, hidden our dreams from those closest to us for fear of rejection or humiliation, and don’t talk about our ambitions for fear of being labelled a ‘bragger’. It’s almost like a learned defence – we abandon our dream before someone else shames us for it.

Well here, in this space, we make room for ambitious women! We are proud of those who are striving to be better, to learn more, to take risks, to achieve their goals and shout it from the rooftops when they win! Because we know that when we raise others up, we all rise.

I am very excited to introduce you to our feature for September because she is a woman who is a trailblazer in her field. So much so, that her ‘field’ really needs to catch up! She has done something that no one else in Australia can lay claim to and she is doing it all, from her farm in South West Victoria. I am delighted to introduce…

Sherri Symons

WoolGrow Australia

Tell us about your business and what services you offer.

I'm a fifth-generation farmer, a wool classer of more than 20 years, and the founder of WoolGrow Australia.

Through WoolGrow Australia, I transform coarse crossbred sheep's wool from Australia's prime lamb industry into sustainable products for gardens.

When most people think of wool, they picture fine Merino wool that's used to make clothing. But Australia also produces large quantities of coarser wool from prime lamb farms. It's an incredible natural fibre, but unlike fine Merino wool, it hasn't had the same market opportunities. That's the wool I have chosen to champion.

I manufacture wool pellets, which are a slow-release fertiliser and soil conditioner, along with Planket Mulch Mats, Wooliner Hanging Basket Liners and Planket Pots. Every product is made from 100% Australian wool and is designed to work with nature while helping gardens thrive.

For me, WoolGrow Australia is about much more than gardening. It's about creating a future for a fibre that has so much more to offer.

Is there a story behind the name you chose?

There certainly is.

When I first started, the business was called Aussie Wool Pellets because that's exactly what I was making.

As new ideas came along, I realised I wasn't building a business around one product. I was building a business around wool. But also, a business mentor said to me in a meeting, what happens if you expand your product range? I was like no, the name is right... Sometimes, hindsight is a wonderful thing. I recently spoke to this mentor again and said to him, you were right!

WoolGrow Australia just made sense. After all, you can grow just about anything with wool.

The name also gives the business room to evolve. Whether it's wool pellets, mulch mats or ideas that are still scribbled in a notebook somewhere, they'll all have one thing in common: Australian wool helping things grow.

Where does your inspiration come from?

My biggest inspiration has always been wanting to create value for something that's been undervalued for far too long.

For a long time, coarse crossbred wool from Australia's prime lamb industry has had far fewer opportunities than fine Merino wool. Yet here in south-west Victoria, we're one of the largest producers of crossbred wool in Australia. To me, it has always seemed like the obvious question to ask: I've never been able to understand why we wouldn't keep lookingfor ways to add value to it.

That question became WoolGrow Australia.

I'm also incredibly passionate about reconnecting urban and rural Australia. I don't believe people in towns and cities have stopped caring about farming. I think we've simply lost the connection that previous generations had with where our food and fibre came from.

If I can help someone better understand what happens on a farm, appreciate the incredible properties of wool, or see Australian agriculture through a different lens, then I feel like I've achieved something far bigger than selling a product.

I hope that's part of the legacy I leave behind.

What is your favourite part of your job?

Definitely working for myself.

Don't get me wrong, running a business is hard work. Every decision, every success and every mistake lands back on me. There are days where it feels overwhelming, but I'd still choose this over working for someone else every day of the week.

What makes me proud is knowing that I'm helping create new opportunities for coarse crossbred wool. For too long it has had limited markets compared to finer wool, and I love knowing that I'm doing something that hasn't been done before in Australia.

I also love the conversations I have along the way. Whether it's at a field day, a market or a speaking event, seeing someone go from "Wool... in the garden?" to "That actually makes perfect sense!" never gets old.

What do you offer your clients that no one else does?

I think the biggest difference is that every product comes with a story, and I'm fortunate enough to have lived that story.

I've spent more than 20 years as a wool classer, I'm a fifth-generation farmer, I've taught wool to the next generation, and now I manufacture products from wool myself. I've seen the industry from multiple perspectives, and that gives me a unique understanding of the journey from sheep to finished product.

I'm not just selling a garden product. I'm sharing the story of one of Australia's most remarkable natural fibres and the people who produce it.

Education is a huge part of what I do. I love answering questions, busting myths and helping people understand where wool comes from, why it's so beneficial and why it has a role to play well beyond clothing.

If someone walks away with one of my products and a greater appreciation for Australian wool and Australian agriculture, then that's a pretty good day in my book.

What's the biggest thing you've learnt since starting your business?

Back yourself.

If I'd waited until I had all the answers, WoolGrow Australia probably wouldn't exist.

Some of the best opportunities I've had came from saying yes before I felt completely ready, backing my instincts and being prepared to learn along the way. Have I made mistakes? Absolutely. But every one of them has taught me something, and every challenge has made the business stronger.

I'd also say don't compare your beginning to someone else's middle. It's easy to look at successful businesses and think they appeared overnight, but behind every one of them are years of hard work, setbacks and persistence that most people never see.

If you believe in what you're doing, keep showing up. You never know which conversation, opportunity or connection might change everything.

As a keen gardener and wool producer, I have been following Sherri’s journey for quite some time and trialling her products in my own garden. When I finally got to spend a morning with her, I came away inspired. Whilst coming from a humble background, she is a successful, ambitious, innovative and motivated woman, striving for success in an industry that needs to do more to support her. She is the quintessential #bosslady and deserves every success.

Our conversation really made me think about how we, as ambitious women, can navigate the tall poppy troupe and really, we just have to keep reflecting on our values and why we’re doing what we’re doing in the first place. Awards and recognitions are fantastic but they’re never in the forefront of our minds when we’re deep in sheep poo, creating educational instagrammable reels and sending that umpteenth email that we know won’t be read. We do these things because we are driven by passion, by a greater sense of purpose, and a desire to give back to our field. That’s not to say it doesn’t hurt when people don’t show up to celebrate our wins with us. Of course it does! But remember why you started. Remember your vision. Surround yourself with people who love and support you. But most of all: stand by your success. You’ve earned it.

Edwina xx

If you proudly support Australian-made products, want to support local farmers and embrace eco-friendly garden supplies, then give Sherri your support. Jump onto the website and look at what WoolGrow Australia has to offer. For all FAQs, news, and information on stockists, give Sherri a follow (and your support) on her social media pages…

Website: www.woolgrow.com.au

Instagram: @woolgrowau

Facebook: Woolgrow Australia