The Travers Family Story
The Travers family story is deeply special to me. It has shaped who I am as both an artist and a designer, and it was the inspiration behind launching the company with a Safari wallpaper and fabric collection.
Their remarkable journey is one of courage, resilience, and adventure—an enduring source of inspiration that continues to influence my work. Because their story means so much to me, I have dedicated this page to the Travers family and am delighted to share their extraordinary tale.
Norman Travers, my husband's grandfather, was the extraordinary man who founded Imire Rhino & Wildlife Conservation in Zimbabwe during the 1950s. Pictured here with his beloved lion, Cassius—named after Cassius Clay, who later became Muhammad Ali—Norman shared an exceptional bond with the animals in his care.
He would often venture into the African bush accompanied by Cassius, Dudley the pet warthog, Bere the hyena, Potter the otter, two Labradors, a dachshund, and even a cat. His affection for wildlife was as profound as the love he had for his own family. Today, his grandchildren proudly continue his legacy, carrying forward his remarkable commitment to conserving and protecting the wildlife of Zimbabwe and Africa.
Imire was founded in 1948 by Norman and his wife, Gilly Travers. Originally farmers, they developed a deep passion for wildlife and conservation, which ultimately led to the establishment of Imire as a wildlife conservancy in 1972. Located in Zimbabwe's Mashonaland East Province, the conservancy is dedicated to the protection, welfare, and breeding of wildlife, with a particular focus on the critically endangered black and white rhinoceros.
Through their vision and dedication, Imire has become a beacon of conservation, helping to safeguard some of Africa's most threatened species while inspiring future generations to value and protect the natural world.
In 1987, as illegal rhino poaching escalated across Zimbabwe, 250 black rhinos were removed from the Zambezi Valley in an urgent effort to secure their future. These vulnerable animals were relocated to carefully selected private conservancies, where they could be protected from the growing threat of poaching.
Imire was entrusted with the care of seven orphaned black rhino calves and subsequently became an intensive black rhino breeding station. Through decades of dedication, expertise, and unwavering commitment, the conservancy has played a vital role in the recovery of this critically endangered species.
To date, Imire has successfully reintroduced 11 black rhinos into the wild. Its Black Rhino Breeding Programme is now internationally recognised, serving as a model for conservation efforts and helping to preserve an important part of Zimbabwe's natural heritage. Through the successful breeding and reintroduction of black rhinos, Imire continues to contribute to the long-term survival of one of Africa's most iconic and endangered animals.
Who was Norman Travers?
Norman began his career as a tobacco farmer, but his deep love of wildlife and conservation soon inspired him to return large areas of his farmland to their natural state, transforming them into thriving bushland habitats.
Following Norman's passing in 2010, Zimbabwean author Cathy Buckle published a book celebrating his remarkable life and achievements, The Life and Times of Norman Travers.
In her tribute, she wrote:
"Norman Travers was a visionary conservationist and an enduring optimist. Through two wars he displayed great courage and leadership and was awarded a Military Cross for bravery. Passionate about wildlife, Norman demonstrated that maize and tobacco farming could be practised side by side with game animals. Hand-rearing lions, elephants and leopards, Norman and Gilly Travers built up Imire Game Park at a time when the country was ravaged by war. When black rhinos were being decimated by poaching, Norman introduced them to Imire, reared the calves and released them back into the wild, winning a Wildlife Oscar for his efforts."
Norman's extraordinary vision, determination, and compassion left a lasting mark not only on Zimbabwe's conservation landscape but also on all those who had the privilege of knowing him. His legacy continues through the work of Imire and the generations of the Travers family who remain dedicated to protecting Africa's wildlife for the future.
After an extraordinary life dedicated to wildlife, conservation, and family, Norman passed away following a heart attack in March 2010. Gilly, his beloved wife and lifelong partner in conservation, passed away a few years later. As family and friends gathered to celebrate Norman's life, seated on hay bales and preparing for his burial, an unexpected and deeply moving event unfolded. Mac and Toto, two of Norman's beloved elephants, arrived unaccompanied and quietly made their way through the crowd.
The elephants approached Norman's coffin and stood beside it, gently touching and investigating it with their trunks for a long time. Mac then appeared to take part in the burial itself, using his trunk to place soil onto the coffin of the man who had rescued and nurtured him as an orphaned calf in the late 1970s.When the final spadeful of earth had been cast onto the grave, Mac and Toto stood together atop the freshly turned mound of soil. In the days that followed, they returned on three separate occasions, standing silently beside the grave. Even today, they are said to revisit the site from time to time.
Elephants are well known for their complex social bonds and behaviours surrounding death, and those present at the funeral were deeply moved by what they witnessed. For Norman's family and friends, there was little doubt that Mac and Toto had come to pay their respects to a man they had loved and trusted throughout their lives.
It was a remarkable and fitting tribute to a man whose connection with animals transcended the ordinary—a final reminder of the extraordinary relationships he built with the wildlife he devoted his life to protecting.
The Next Generation
Today, Imire remains proudly family-run, with Norman's grandchildren overseeing the farm, the renowned rhino breeding programme, and the vital anti-poaching initiatives across the conservancy.
The entire Travers family remains deeply committed to carrying forward Norman's vision and legacy. Their passion for conservation extends beyond protecting wildlife; they are also dedicated to supporting the people who live alongside it. Working closely with communities throughout the Wedza region, they help sustain long-term conservation efforts by creating livelihood opportunities through low-impact, sustainable development.
By combining wildlife protection with community empowerment, the family continues to build on the foundations laid by Norman and Gilly, ensuring that both people and nature can thrive together for generations to come.
Juliet has been lucky enough to experience Imire first hand and as a result, the wildlife she encountered was the catalyst for her debut Safari collection shown across this website. You can view the full range here.
Departments
Thank you for reading.
