Case Studies

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Connemara Sheep and
Wool Centre

The Sheep and Wool Centre is located in the West of Ireland in Leenane, Connemara County Galway. Established in 1992 by Michael and Kathleen O’Toole dedicated to preserving the rich traditions of the sheep and wool industry in Connemara. 

he Sheep & Wool Centre in Leenane, Connemara, features a gift shop and a picturesque café overlooking the stunning local scenery. Specialising in traditional Irish gifts, both in-store and online, the centre attracts numerous tourists and locals alike. One of its highlights is the immersive Woolcraft Experience, where participants gain insights into the historical significance of sheep and wool in Connemara’s past. Visitors can explore the local woollen industry’s history and witness the fascinating transformation of sheep’s fleece into cloth through informative displays and engaging demonstrations.

At the carding and weaving demonstrations, attendees observe the intricate process of turning sheep’s wool into yarn and fabric, utilizing wheels and looms from the turn of the last century. The Sheep & Wool Centre stands as a testament to the enduring legacy of the sheep and wool industry in Connemara, offering a captivating journey through time and tradition. The Woolcraft Experience’s take place from March to October and can be booked on the Sheep and Wool Website.

“We wanted to include User-Generated Content in our strategy because we believe that by showing off our brand through UGC, we can communicate a more immediate connection with our customers. User-Generated Content provides an additional inspiration and a rewarding feeling. Plus, it provides a large amount of extra content we can use.”

Áine O’Toole, The Sheep and Wool Centre