The WHO, HOW and WHY behind your Ascend rug.
Helen and John Wyma, founders of CRONZ and current directors of Ascend.
Our roots trace back to 2002, when Ascend was established in the heart of Christchurch, New Zealand by John Grainger.
As a result of John’s work with Wools of New Zealand, he spent a lot of time in the USA, working with manufacturers and retailers, where he saw opportunities to sell high-end custom wool rugs. The softness was becoming a sought-after feature in rugs, so he decided to use NZ felted merino wool yarns to differentiate Ascend from other brands.
In 2023, John decided to sell the business to CRONZ, a renowned NZ manufacturer and retailer of wool rugs.
Interestingly, in the early years of Ascend’s existence, CRONZ served as a contract manufacturer for Ascend’s rugs. Hence this transition feels like coming full circle.
CRONZ was also established in the early 2000s in Christchurch, New Zealand by the husband-wife duo, John and Helen Wyma. With a shared passion for creating exquisite rugs, they bring a wealth of experience and creativity to every design and are excited about the addition of the Ascend brand to the business.
Read more about CRONZ here.
While our origins are rooted in New Zealand, our rugs find homes across the globe. Most Ascend rugs are in fact exported to the USA. Throughout the years, our clientele has included individuals who appreciate the artistry Ascend brings to every creation. Kanye West, Paris Hilton, the late Elizabeth Taylor, Pam Shriver, Faith Hill and Tim McGraw, Jessie McCartney, Ernie Els, and Magic Johnson have all adorned their spaces with Ascend rugs, a testament to our dedication to delivering excellence in every stitch.
Materials
Journey of each Ascend’s rug begins amidst the enchanting landscapes of New Zealand's mountains, where the finest NZ merino wool is grown. The NZ merino wool fibre has been chosen as the core ingredient in the manufacturing of our rugs due to its exceptional quality, luxurious feel, and a range of unique properties.
We ingeniously blend the exquisite NZ merino wool with other natural fibres, such as alpaca, silk, or bamboo to craft the most stunning and innovative rugs.
Manufacturing
The manufacturing of all Ascend rugs is done in Christchurch, New Zealand where our factory is based. We use a combination of robotic tufting machines and hand-tuft finishing.
We follow a meticulous manufacturing process that begins with sourcing quality NZ wool yarn, followed by precise hank-dyeing in small batches to achieve accurate and customizable colours. The tufting process is carried out by our bespoke hi-tech tufting machines that allow for efficient and diverse texture and pattern options. Every rug is hand-finished, hand-shorn and secured with latex backing.
With over 20 years of experience in the rug industry, and being technically advanced, Ascend is well placed to fulfil the exciting needs of its high-end customers. We are passionate about manufacturing quality products, using great technology and hand-tufting skills that have been practiced for many years.
