In 2015 Pip, along with her brother-in-law Ian Smith, decided to launch a new venture they both say was 120 years in the making. Together they launched Love Merino, an ecommerce / ethical fashion startup. It’s a company that represents the hard work of over six generations of Smiths that have lived and worked on the farm, laying the foundations to be able to produce a premium wool product through their approach to how they farmed the land and cared for the animals.