Ashburton businessman Richard Ashford has been appointed an Officer of the New Zealand Order of Merit in the King’s Birthday Honours List 2026, recognising his significant contributions to business and the global textile craft industry. The honour acknowledges a lifetime dedicated to transforming a small family workshop into the world's largest manufacturer of textile craft equipment.
Mr Ashford, who leads Ashford Wheels & Looms, described the esteemed recognition as 'a complete surprise'. He graciously accepted the honour not for himself alone, but on behalf of the multitude of individuals who have been part of the company's journey over its 92-year history.
The company was founded in 1934 by his late father, Walter Ashford, in Rakaia. From these humble beginnings in Mid Canterbury, it has evolved into a global powerhouse, exporting spinning wheels, weaving looms, and fibrecraft tools to more than 65 countries. Its success is a testament to the region's manufacturing prowess and has contributed to the strong performance of Christchurch and Canterbury businesses on the national stage, much like the way the San Diego Wave builds momentum with win and player honours.
A family tradition of innovation
Richard Ashford grew up immersed in the world of fibrecrafts, surrounded by the constant hum of woodworking machinery. After formalising his skills with studies in wood machining, draughting, and management at the Christchurch Technical Institute, he joined the family business, learning the trade directly from his father.
Under his leadership, the Ashford brand became synonymous with quality, affordability, and user-friendly design. This commitment to accessibility has been a driving force behind the company's strategy. By focusing on creating equipment that is both high-quality and easy to use, Mr Ashford helped to broaden the appeal of textile crafts, making them accessible to a new generation of hobbyists and artisans.
Landmark innovations, such as the portable 'Joy' spinning wheel, named in honour of his mother, and the introduction of electronic spinning and carding equipment, have been crucial. These products have broken down barriers, enabling people of all ages and physical abilities to participate in a craft that has seen a major resurgence in recent years. The company's dedication to training is also evident through its long-standing apprenticeship programmes, which align with efforts to support young people in the region, such as the recently announced Canterbury youth fund.
Today, the company has produced more than 900,000 spinning wheels and looms, managed through a network of over 800 active dealers around the globe. This extensive network has made the Ashford name a familiar sight in craft rooms from Christchurch to Copenhagen.
Weaving a sustainable and supportive community
A core tenet of the Ashford philosophy has been a deep-seated commitment to sustainability and community. The company prioritises the use of timber sourced from sustainably managed forests and incorporates New Zealand wool from its own woollen mill into its product lines. This vertical integration allows for greater quality control and a reduced environmental footprint, with ongoing investment in safe and eco-friendly manufacturing processes.
Mr Ashford’s vision extends beyond commerce. He and his wife, Elizabeth, established the Ashford Textile Award, a philanthropic initiative that supports textile artists and community projects worldwide. The award has provided crucial funding to organisations in Canada, France, India, Peru, Rwanda, and the United Kingdom. These groups often use textile crafts to create employment, preserve traditional skills, and support vulnerable community members, demonstrating a business model that values social impact alongside profit, similar to social enterprises seen in other parts of New Zealand like the North Shore choir using financial training to build resilience.
This ethos is reflected in his personal philosophy on the value of hands-on creativity in a fast-paced world.
Textile crafts provide a mindful, joyful and productive activity for people all over the world. My philosophy and passion have always been to create affordable, easy-to-use and exceptionally functional equipment that enables people to enjoy making something unique with their own hands.
This passion has also translated into a vast educational outreach. Ashford has become a global creative resource, publishing books and producing a wealth of online tutorials. The company's YouTube channel has attracted millions of views, building a large international following and fostering a vibrant digital community of fibrecraft enthusiasts.
Canterbury roots and national significance
Beyond his global enterprise, Mr Ashford has been a steadfast contributor to his local community. He and Elizabeth are active supporters of numerous charitable, educational, arts, and sporting organisations across Ashburton and the wider Canterbury region. His business acumen has also benefited other local institutions; he served for 23 years as a Director and Deputy Chairman of the Ashburton Permanent Building Society and its successor, CBS Canterbury, which eventually became Heartland Bank.
Appointment as an Officer of the New Zealand Order of Merit is one of the country's highest civilian honours, awarded by the Sovereign for meritorious service to the Crown and nation. According to the Department of the Prime Minister and Cabinet, which administers the honours system, these awards recognise people who have made a significant impact in their field and community.
The honour bestowed upon Mr Ashford celebrates not only his personal success but also the enduring legacy of a family business that has put Ashburton on the world map. With the next generation, son James and his husband David, now involved in the business, the Ashford story of innovation and community is set to continue for many years to come.
