A shop owner hopes to bring wool back to the modern marketplace after opening a second branch of his textile store.
An official opening was held at The Wool Room in Star Lane, Stamford, on Saturday.
Customers were treated to mulled wine and coffee, along with sheep cupcakes from Mimosa Bakery.
The shop specialises in wool-based bedding, including duvets, mattress protectors and pillows.
Managing director Chrits Tattersall said: “We passionately believe that products made from wool fibre can help us all live a better healthier and happier life.
“We are proud to support UK farmers in achieving fair-trade wool prices”
The first Wool Room store opened in Morpeth, Northumberland, four and a half years ago before.
Mr Tattersall recently moved the company’s head office from Bradford to Empingham and shortly afterwards secured the Stamford shop.
Staff at the store hope to convince Stamford shoppers of the value of wool.
Mr Tattersall says wool is an, eco-friendly, renewable material, which can regulate heat when used in bedding.