When you’re in the business of £2,000 blankets, £300 scarves and £500 jumpers, launching a flagship store is all about the location. You want foot traffic and proximity to similarly ritzy neighbours in order to attract cash-flush punters. So when Norlha, a purveyor of textile goods woven from the finest cashmere-soft yak down , opened its flagship store in Ritoma, a rural village on the edge of the Tibetan Plateau, last May, it was something of a surprise.
“Each yak only sheds a little bit,” Yeshi says, and the low value of the wool makes it hard for the herders to sustain a living all year round. “It would’ve been pocket money. What the nomads really needed was a stable source of income.” Today, almost two decades later, Norlha’s workshop employs around 130 people from the area and has provided vocational training in everything from tailoring to sales management.
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