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About Us

Hello, I’m Emma.  I’m a wife and mum of 2, who spent 10 years in the legal profession.  But, with my heart in fabric, I decided to take the plunge and become full time self employed, throwing myself completely into Sweet Williams.

Sweet Williams started as a hobby at the dining table in 2011, after buying a sewing machine and a metre of fabric on a whim, never having sewn anything before!  This hobby has evolved to a beautiful bricks and mortar store and studio in the Swansea Valley in South Wales and is constantly growing.  

My gift shop is a platform for other crafters and artisans to showcase their work and I am proud to work with so many talented people.  

Other beautiful independent shops across the UK have discovered my work and now stock my Handmade Collections.  I am also incredibly proud to supply the National Trust in Wales. This has been an incredible endorsement for Sweet Williams and certainly the turning point for my business.  

In 2018 I was shortlisted for and was a runner up for the Rising Star Wales Online Women in Business Award.  In 2023 I was a Small Business Sunday Winner, awarded by Theo Paphitis.  Our beautiful Tapestry Collection Shopping Bag has been featured in Vogue USA.  We have also had many appearances in local press and on S4C.  

I am completely passionate about sewing and all things handmade and I am always thrilled when someone chooses to purchase a Sweet Williams product, as I put so much time and love into each creation. No two items will ever be exactly the same due to the fact that each item is handmade. This of course makes each product unique. I will always use the best quality products I can find, attempting to always source local where possible.

After trialling some small sewing workshops and making some amazing friends for life, I discovered that I was also incredibly passionate about passing my sewing skills onto others and I have personally run a huge variety of workshops, which have been lots of fun.  I have in the past enjoyed working with schools and getting involved in local community projects.  Now that creating my handmade collections takes up the majority of my time, I have the incredible opportunity of working with Fauve and Asmaa - contestants and winner of the 2023 series of The Great British Sewing Bee, who now run regular workshops from our workshop above the shop in Pontardawe.  

When I’m not sewing, there is a lot of tea drinking, Tunnocks chocolate wafer eating, button sorting, reading of books, walking the family Welsh Collie and playing lego with my two boys.

I am supported by a team of amazing individuals who help to design new products, photograph stock, process orders, organise stock, stock the shop, pack and dispatch products. Some days it feels like a military operation as I like to be super organised with my lists and I'm so grateful to the team for their hard work.  

If you are local, you must come and visit us.  We are based on Herbert Street, Pontardawe, SA8 4EB.  A warm welcome, some friendly faces and lashings of unique handmade products await you.