WHY I STARTED
MAD ABOUT MERINO AMIDST THE
2020 PANDEMIC

Martina and her husband, Mike Hough, have co-owned and operated Kauai Island Weddings, one of Hawaii's leading full-service wedding companies, for the past 20 years. During that time, their business grew to become Kauai's busiest wedding company, officiating 300 to 350 weddings annually.

However, everything changed when the 2020 Global Pandemic struck, and Hawaii imposed a mandatory 14-day quarantine for all visitors from the mainland. Originally expected to last only a few weeks, the quarantine continued until April 15, 2021, more than a year later, when travelers were allowed to return with a negative COVID test.

By the time travel restrictions were lifted, 300 weddings had been canceled, and day-to-day operations became increasingly difficult. The impact on their business was overwhelming, and the couple faced a complete shift in their lives. The financial strain forced them to reassess both their business and personal finances.

They were able to keep payroll afloat for two months with the help of a PPP loan, but after that, they had to significantly scale back operations, keeping only one essential staff member.

The uncertainty was further compounded by constant changes in state mandates, which often felt arbitrary and unclear. As the pandemic dragged on, Kauai Island Weddings was transformed from a thriving business into a bookkeeping nightmare, with each new travel restriction bringing in more cancellations and deepening the uncertainty about the company's future.

Kauai Island Weddings

A few months into the pandemic, Martina realized she had no control over the situation, and in order to keep her sanity, she decided to shift her focus to something she could control—creating a merino wool fashion label that was close to her heart.

Inspiration: During a trip to Australia, where much of the world’s merino wool is grown, Martina fell in love with the fabric. Over a few years, she replaced her entire wardrobe with merino wool clothing. She loved its versatility, ease of care, sustainability, and luxurious feel against the skin. The fabric is natural, sustainable, fire-retardant, UV-protective, and temperature-regulating.
Starting the Business:
- Martina invested most of her personal savings into launching her new brand, Mad About Merino.
- She sourced the wool, found a knitting factory and sewing facilities, and began designing her product line.
- She expanded her collection to include merino wool felt hats, which complemented her designs perfectly.
Self-Sufficiency:
- Martina handled website design, product photography, and modeling herself, with help from her husband, son and daughter-in-law. She wanted to showcase her clothes on real women and present the brand to a millennial audience.
- Despite the risks, especially with the economic uncertainty following the pandemic, Martina believed that if she loved merino wool, others would too—she just had to find them.
First Collection:
- From September to November 2020, Martina worked tirelessly to produce her first collection of ponchos, scarves, shawls, cardigan wraps, and wool felt hats in various colors.
- As a startup, Mad About Merino is still building its customer base and hopes that word of mouth from supporters like you can help spread the word.
Call to Action:
- Martina invites you to share Mad About Merino with family, friends, and anyone who might enjoy the products.
- For businesses interested in carrying Mad About Merino in their stores, please contact Martina directly.