Below is Herman, my crustaceous-friend who will be accompanying me, throughout this Pembs Gems Campaign; a campaign celebrating Pembrokeshire’s coastal gems.


There is constant talk about the blurring of our online/offline lives. It is undoubtedly the case that algorithms are playing a vital role in making our day-to-day lives easier, however they are changing the way the human brain operates; problem-solving is being made easier for us and as a consequence, we become the mere operators of the problem solving.

Becoming a mother has made me ask myself this question; what defines human beings from artificial intelligence? To partly answer this question I have tapped into my emotions, passions and the senses; sight, hearing, taste, smell, touch.

PASSION DRIVES ME; I am in awe of two things, the ocean and people who, through sheer determination and grit, choose to make a living from their intrinsic passions.

Passion drives people to do amazing things.

I have come to learn that children have a very canny way of being ‘in the moment.’ Pembrokeshire is a hidden gem of a place. It is not quite in sync with the modern fast-paced way of life and mobile phone signals are often poor! It is a great place to chillax with friends, family, dogs. It therefore makes for the perfect family friendly destination for time-poor parents to reconnect with them-selves, de-stress and be ‘in the moment.’

Many ideas are born from being ‘in the moment.’ And so, Pembs Gems was born. The drive of the campaign is to seek out amazing people, places and things, along the Pembrokeshire Coast, that will add value to your lives, alter your mindset, inspire you, relax you.

The Pembrokeshire-communities that hug this beautiful coastline are intriguing, exciting, talented and provoke feelings of exhilaration and calm respectively.

Dale, Pembrokeshire.

I want you to journey with me and Herman and help me both source and celebrate all the amazing people, places, things, that the Pembrokeshire Coast has to offer. YOU are 10 followed by 2,685,000 zeroes unique. That is the probability of YOU existing and so to find out what YOUR VERY UNIQUE Pembrokeshire-gem is, would be a privilege, for me.

I am so excited to be engaging with you. EXCITED! MUCH!

Contact me on Instagram #pembsgemsit,