A NUMBER of companies and individuals have greatly benefited from the support of the ARFOR programme. The programme, funded by the Welsh Government, has operated in the traditional strongholds of the Welsh language in Ceredigion, Carmarthenshire, Gwynedd and Anglesey, providing entrepreneurship and economic development support to sustain and enable the Welsh language to thrive through economic interventions.
One company that has benefited from the programme is Ani-bendod, a company that sells Welsh clothing, gifts and stationery. The business was set up in 2018 by Anwen James from the village of Talybont in Ceredigion. Anwen started the initiative selling Welsh jumpers and now sells various clothes with embroidered or printed Welsh sayings. In addition, there is a wide variety of gifts available, with a wide selection of personalised goods.
Anwen was successful in her application for support from Ceredigion Council via ARFOR and received support from the UK Shared Prosperity Fund (SPF) through Ceredigion County Council’s Cynnal y Cardi Business Support Fund. This is a central fund funded by the UK Government to build pride in place and improve life chances across the UK. Anwen James, founder and owner of Ani-bendod is going from strength to strength with the business which is based on her husband’s family farm in Bronant, near Tregaron.
The business was expanded through the construction of a purpose-built workshop, warehouse and the technological element of the business was developed with specialist equipment to enable it to work more effectively, using local builders, carpenters and technical experts and supporting the local economy.
According to Anwen: “This support has enabled us as a family to be able to create a livelihood in our community securing two full-time jobs with the hope of expanding on this in the future. We are able to farm hand in hand with running a business in the countryside.”
The business is very Welsh, with a Welsh feel and a reflection of its rural roots in Ceredigion using dialectical vocabulary embroidered on the clothes. Although Ani-bendod is an online shop with almost 6,000 online orders last year alone, their annual stand can be visited at the Royal Welsh Agricultural Show in Builth Wells, the Urdd Eisteddfod and the National Eisteddfod. Another element of the business is the bespoke embroidery service for local businesses, organisations and clubs that benefit the whole community.
The Welsh language is an essential element and an integral part of Ani-bendod and has already received approval from the Welsh Language Commissioner with the ‘Welsh Language Proposal’. The company works hand in hand with the Welsh Language Commissioner to ensure that the Welsh language is a leading part of the business. The workplace also gives individuals the opportunity to work entirely through the medium of Welsh which can be a rare experience.
This is an integral element of the business as its target market is Welsh speakers and learners and therefore, its products are Welsh. With a significant social media profile, Ani-bendod exhibits a positive attitude towards the language and raises awareness. Many non-Welsh speakers buy their clothes (which are all Welsh sayings) and this has a positive effect on the language. Ani-bendod currently sells goods across the whole of Wales, the United Kingdom, and globally.
Through the career element of ARFOR Ani-bendod has been able to employ a full-time apprentice. The next step will be to open a shop within the new building on the farm, to invite customers to collect their orders, visit the workshop and shop face-to-face. Ani-bendod is already receiving visits from young farmers’ clubs, schools, Merched y Wawr branches and youth clubs.
Anwen added: “I hope this will be a unique experience and offer inspiration to individuals who want to start their own business. I’ve also worked with ‘Llwyddo’n Lleol’ to offer advice and was invited as a speaker to talk about my business.”
The business is also answering calls to reduce carbon emissions, by enabling Anwen and her family to live and work a stone’s throw away from each other with the children attending the local school.
Councillor Clive Davies, Ceredigion’s Cabinet Member for Economy and Regeneration, said: “Indigenous small companies are the backbone of our industry here in Ceredigion.
“It’s great to hear about the success of a local person from the county who puts Ceredigion and Wales on the map, and who, with the support of the ARFOR scheme, is offering job opportunities to others and supporting local businesses in expanding the business.
“Best wishes to you Anwen, and all the best to you.”
The Cabinet Secretary for Economy, Energy and Planning, Rebecca Evans MS added: “The ARFOR programme was designed to support businesses such as Ani-bendod which not only contribute to the local economy but also help maintain and increase the use of the Welsh language.
“Anwen’s success is an inspiration, creating jobs and opportunities in her community while also celebrating our rich linguistic and cultural culture in a very innovative way.”
If you run a business in Ceredigion and want to know more about the opportunities available through the County Council, contact [email protected]
