Community
Pembrokeshire and unanticipated cards
BRITISH etiquette is getting the better of Pembrokeshire according to a recent survey, which revealed a third of residents in Pembrokeshire keep a secret stash of Christmas cards to return gestures of unexpected goodwill. Hallmark Cards, unwrapped that a third of Pembrokeshire have a secret stash of cards to avoid being caught out by a stray sender. 18 per cent admits to rushing home to write one to return the next day, while one in seven (14 per cent) will lie and say they’ve not written theirs yet, when they have and you were not on their list! One in six (16 per cent) have a secret Christmas card list they work from each year in Pembrokeshire.
A third won’t include colleagues on it though (39 per cent) yet will include their dog (11 per cent) and children’s’ teacher (12 per cent). They have their pets covered, but the relative they are most likely to forget to send a card to are their cousins. Pembrokeshire feels the greetings guilt, with a quarter running home to write you a card immediately or will add you to their list for next year. 5 per cent feel no shame however, saying it’s the season of giving so you shouldn’t feel bad if you don’t return the favour.
Brits are most confused about sending cards to colleagues, and it differs by region as to who we address it to. Wales knows their colleagues best; addressing them to colleague and their partner’s name. North West address them just to their colleague, North East will make each card bespoke depending on their relationship with colleague and Londoners will hazard a guess at marital status and partner’s names for holiday humour.
The nations also differ with how to sign off a card. Scotland and England will write ‘Best Wishes’ or just write their name, whereas Wales prefer love, luv or lv followed by their name. Tamsyn Johnston-Hughes, Communications Manager at Hallmark Cards, said: “89 per cent of Pembrokeshire send cards to keep the tradition alive, saying it is the easiest way of spreading Christmas cheer.
“79 per cent also told us it allows them to keep in touch with distance family and friends around the world, so they feel they are spending Christmas Day with more than just their immediate family. With this in mind, we want to encourage people to share a simple Merry Christmas with friends, family and colleagues this year. Received a card you hadn’t expected? Be honest. Don’t know who to address it to? Keep it generic.
But above all; remember to check your card list and check it twice!” Pembrokeshire is also hoping for a secret card from The Queen (14 per cent), closely followed by Father Christmas, his reindeer and elves (13 per cent), who came out as the top celebrity figures the Pembrokeshire hoped to receive a card from. The nation as a whole wants to receive cards, even the next generation. 18 per cent of 16-24 year only send cards to receive them in return; 10 per cent want to decorate their home with them.
Charity
Welsh opticians raise £1,600 for people experiencing homelessness
SPECSAVERS Pembroke Dock has helped raise £1,600 to support people experiencing homelessness this winter, with all funds going to The Wallich’s winter appeal.
Thirteen stores from North, South and West Wales donated £1 for every customer feedback form completed during November to help The Wallich, Wales’ largest homelessness and rough sleeping charity, continue its vital work.
Supporting more than 8,000 people experiencing or at risk of homelessness across the nation each year, The Wallich runs around 100 diverse projects across 20 local authorities to provide hope, support and solutions to end homelessness.
Funds raised by Specsavers will go directly to the Wallich’s Flexible Assistance Fund, which provides small but vital emergency grants. The grants support people at crucial turning points, helping cover essential costs such as phone credit, rent or food shops.
This initiative is a continuation of Specsavers’ wider homelessness programme, which sees over a hundred Specsavers stores and Home Visits services hold out-of-hours or pop-up clinics and invite people affected by forms of homelessness to use their services for free.
Specsavers’ North Wales regional relationship manager, Martin Lawrence, who helped organise the fundraiser, says: ‘We’re really proud to be supporting The Wallich’s winter appeal at a time when support is needed most.
‘Homelessness affects people in every community and as locally owned and run businesses, Specsavers stores are committed to raising awareness of the issue and supporting people through their toughest moments.
‘We’re excited to build on the success of this fundraiser and strengthen our partnership with The Wallich in the new year.’
Louisa Turner, head of fundraising at The Wallich, adds: ‘Winter can be an incredibly difficult time for people experiencing homelessness and this support from Specsavers will make a real difference.
‘The funds raised will help provide emergency grants at critical moments – whether that’s putting food on the table, helping someone stay connected with their loved ones or preventing someone from losing a safe place to live.
‘This kind of support creates vital turning points and helps people move towards a safer, more secure future.’
Specsavers works year-round with homelessness charities including Crisis, Vision Care and The Big Issue, to improve access to healthcare and advocate for policy change – ensuring people experiencing homelessness can receive free eye tests, glasses and hearing checks.
To find out more about Specsavers or to book an appointment at your local store, visit: https://www.specsavers.co.uk/stores.
Business
Community council objections to Tenby Lidl store scheme
PLANS for a new store on the edge of Tenby by retail giant Lidl, which has seen objections from the local community council, are likely to be heard next year.
In an application recently lodged with Pembrokeshire County Council back in October, Lidl GB Ltd, through agent CarneySweeney, seeks permission for a new 1,969sqm store on land at Park House Court, Narberth Road, New Hedges/Tenby, to the north of the Park Court Nursing Home.
The proposals for the latest specification Lidl store, which includes 103 parking spaces, would create 40 jobs, the applicants say.
The application follows draft proposals submitted in 2024 and public consultations on the scheme, with a leaflet drop delivered to 8,605 local properties; an information website, with online feedback form; and a public exhibition, held last December at the De Valence Pavillion in Tenby, with a follow-up community event held at New Hedges Village Hall, close to the site, publicised through an additional postcard issued to 2,060 properties.

Some 1,365 responses have been received, with 89 per cent of respondents expressing support for the proposals, the applicants say.
A supporting statement says: “Lidl is now exceptionally well established in the UK with the Company operating c.980 stores from sites and premises both within and outside town centres. Its market share continues to increase substantially, and the company is expanding its store network considerably. The UK operational model is based firmly on the success of Lidl’s operations abroad with more than 10,800 stores trading across Europe.
It adds: “The granting of planning permission for the erection of a new Lidl food store would increase the retail offer and boost the local economy. The new Lidl food store would create up to 40 employment opportunities for people of all ages and backgrounds, providing opportunities for training and career development. This in turn will create an upward spiral of economic benefits.”
Local community council St Mary Out Liberty Community Council has formally objected to the scheme, saying that, while it supports the scheme for a Lidl store in principle, recognising “the economic benefits a new retail store could bring,” it says the proposed location “is unsuitable, conflicts with planning policy, and cannot be supported in its current form”.
Its objections add: “The A478 is heavily congested in peak tourist months. A supermarket would worsen congestion, increase turning movements, and heighten risks to pedestrians, cyclists, and emergency access.”
It also raises concerns on the potential impact through “noise, lighting, traffic disturbance, and loss of quiet amenity” on a neighbouring residential care home.
An initial assessment by Pembrokeshire County Council, highlighted concerns about the visual impact, with the authority’s landscape officer commenting that the store would introduce “an intense urban function into an otherwise rural context”.
The report added: “It is not considered to be compatible with the character of the site and the area within which it is located; and furthermore, will lead to a harmful visual impact on the setting of the National Park.”
The application will be considered by county planners at a later date.
Community
Craig Flannery appointed as new Chief Fire Officer
MID AND WEST WALES FIRE SERVICE LEADERSHIP CHANGE
MID and West Wales Fire and Rescue Service has announced the appointment of Craig Flannery as its new Chief Fire Officer, with effect from Monday, December 15, 2025.
Mr Flannery has served with the Service for more than twenty years, progressing through a wide range of middle management and senior leadership roles across both operational and non-operational departments.
During his career, he has been closely involved in strengthening operational delivery, risk management and organisational development. His work has included leading innovation in learning and development, overseeing the Service’s On-Call Improvement Programme, and driving investment in key enabling functions such as workforce development and information and communication technology.

The appointment followed a rigorous, multi-stage recruitment process led by Mid and West Wales Fire and Rescue Authority. Candidates were assessed through structured interviews, strategic leadership exercises and scenario-based assessments designed to test operational judgement, organisational vision and the ability to lead a modern fire and rescue service.
External professional assessors were also engaged to provide independent scrutiny, ensuring the process met high standards of fairness, transparency and challenge.
Mr Flannery emerged as the strongest candidate, demonstrating clear strategic leadership capability, detailed organisational knowledge and a strong commitment to community safety and service improvement.
Councillor John Davies, Chair of Mid and West Wales Fire and Rescue Authority, said: “Craig brings a deep understanding of our Service and a clear vision for its future. His appointment will strengthen our ability to innovate, support our workforce and deliver high-quality protection for the communities we serve.
“As we navigate a rapidly changing landscape, Craig’s experience in driving innovation and organisational development will be invaluable in helping us adapt and transform for the future.”
Commenting on his appointment, Mr Flannery said: “It is a privilege to lead this outstanding Service. I am committed to supporting our people, strengthening partnerships and building on the strong foundations already in place.
“As the challenges facing fire and rescue services continue to evolve, we must modernise and innovate, ensuring we have the skills, technology and capability needed to meet the needs of our communities. I look forward to working with colleagues and partners across Mid and West Wales to deliver a resilient, progressive Service that keeps people safe and places our staff at the heart of everything we do.”
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