Wool is an obligate by-product of sheep husbandry. During the course of history it has had great value, but the irruption of synthetic fibres in modern times has made it a burden for shepherds. Is there an alternative for the local breed, the Pramenka, and its coarse wool in the Bosnian market? Examining the world wool market and interviewing local producers and retailers we conclude that the answer is in the added value of the local traditions and designs: the carpet market. Additionally, the carpet production could be added to the marketing of other local high-quality products to conform a marketing strategy for the products derived from Herzegovinian pastoralism.