"Never in a million years would I have thought I would be making workwear, but it just seemed ludicrous that women aren't catered for," Maureen says.
After working as a wool buyer for her whole career, it wasn't until 2019 that Maureen, 44, first picked up a handpiece. Women and Wool, a fundraiser for rural mental health, had her learning the skill for eight months - with Maureen eventually taking out the competition. "I continued on after Women and Wool and did the shearing shows," she says. "I got immersed in shearing and met all these amazing people who are all just like one big family."
But one element kept coming up: Maureen was frustrated that the jeans appropriate for the shearing shed didn't fit women, so she set about designing her own. "I think it's really important to feel good in any job, and to be comfortable. There are men's shearing jeans available but we aren't the same shape as men. So I have created my own line of jeans called Geo Workwear, which fit our hips and our curves and they are just for women."
Using some practical know-how and a bit of internet research, Maureen tracked down a Hawke's Bay designer, who was happy to work alongside her, to perfect the fit of the jeans. Many hours were spent figuring out the specific requirements women needed in their workwear, including double layering for safety, creating a higher waist, and making sure the jeans have pockets. "I feel like I can't take all the credit," says Maureen, "because many of the ideas are from women working on farms, and women shearers who I have met on my journey, and all these suggestions together have created the ultimate pair of farm jeans."
Maureen has never had the opportunity to just roll with an idea and has enjoyed the process of figuring it all out. "Geo Workwear is manufactured in Waipawa, by a team of women who specialise in this type of clothing," she explains. "It's been pretty special to have been able to keep it all in the Hawke's Bay. I have wanted to support local workers, and having the team nearby means I can have my finger on the pulse."
Maureen isn't giving up her day job, but says she is passionate about the wool industry. "For now, I am happy to be juggling both. It's been a fun process of learning new things, and while I had some knocks in the beginning - trying to find someone who can make them wasn't easy at first - I just kept going through the tough bits. It isn't about making big money, I simply want to get something on the shelf just for us."
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