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Why a Pembrokeshire family’s portrait has captured global attention

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THE BAYERS family experienced a surreal moment that would become a cherished memory for generations.

Renowned photographer Annie Leibovitz, whose lens has immortalized the likes of John Lennon, the Obamas, Ed Sheeran, and even royalty, chose this humble Pembrokeshire household for her latest masterpiece.

This remarkable encounter was part of Ikea’s newest advertising campaign, showcasing 25 real-life households across seven countries.

The Bayers, consisting of Francois, his partner Joanne, and their children Jack and Lowri, lead a simple yet profound life in St Davids, running the regenerative seaweed and shellfish farm, Câr y Môr.

Little did they know, their unique lifestyle would catch the eye of the celebrated photographer, marking the beginning of an unforgettable adventure.

Francois recounts his initial skepticism when approached by a PR firm representing Ikea, questioning the intentions behind Leibovitz’s desire to photograph their family.

Yet, as correspondence progressed over six months, the reality of the situation began to crystalize, culminating in Leibovitz’s arrival at their doorstep—a moment Francois describes as “gobsmacking.”

Leibovitz, who began her illustrious career at Rolling Stone magazine and later contributed significantly to Vanity Fair, is no stranger to capturing the essence of her subjects, irrespective of their fame. Her approach to the Bayers’ portrait was no exception.

Leibovitz photographed the Obamas at The White House (Pic: US Government)

The family’s interaction with Leibovitz was deeply personal, with their children affectionately nicknaming her “Auntie Annie,” a testament to her charismatic and engaging presence.

The chosen image, a snapshot taken in the family’s boot room, exudes Leibovitz’s iconic style and captures the essence of the Bayers’ life in Wales. Before departing, Leibovitz gifted the children a signed copy of her book, “Annie Leibovitz at Work,” leaving a heartfelt message about the beauty of their home.

Annie Leibovitz

The photograph has not only added to Leibovitz’s portfolio of influential works but has also left the Bayers with a unique dilemma, humorously noted by Francois: the challenge of ever matching this family portrait’s significance in their future endeavors.

This extraordinary collaboration between Leibovitz and the Bayers family highlights the universal beauty and diversity of family life, transcending the boundaries of fame and status. It’s a testament to the power of photography in capturing the essence of human connection, set against the picturesque backdrop of west Wales.

Leibovitz’s portfolio of influential works include this photo of The Queen

Crime

Swansea man dies weeks after release from troubled HMP Parc: Investigation launched

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A SWANSEA man has died just weeks after being released from HMP Parc, the Bridgend prison now at the centre of a national crisis over inmate deaths and post-release failures.

Darren Thomas, aged 52, died on 13 November 2025 — less than a month after leaving custody. The Prisons and Probation Ombudsman (PPO) has confirmed an independent investigation into his death, which is currently listed as “in progress”.

Born on 9 April 1973, Mr Thomas had been under post-release supervision following a period at HMP/YOI Parc, the G4S-run prison that recorded seventeen deaths in custody in 2024 — the highest in the UK.

His last known legal appearance was at Swansea Crown Court in October 2024, where he stood trial accused of making a threatening phone call and two counts of criminal damage. During the hearing, reported by The Pembrokeshire Herald at the time, the court heard he made threats during a heated call on 5 October 2023.

Mr Thomas denied the allegations but was found guilty on all counts. He was sentenced to a custodial term, which led to his imprisonment at HMP Parc.

Parc: A prison in breakdown

HMP Parc has faced sustained criticism throughout 2024 and 2025. A damning unannounced inspection in January found:

  • Severe self-harm incidents up 190%
  • Violence against staff up 109%
  • Synthetic drugs “easily accessible” across wings
  • Overcrowding at 108% capacity

In the first three months of 2024 alone, ten men died at Parc — part of a wider cluster of twenty PPO-investigated deaths since 2022. Six occurred within three weeks, all linked to synthetic drug use.

Leaked staff messages in 2025 exposed a culture of indifference, including one officer writing: “Let’s push him to go tomorrow so we can drop him.”

Six G4S employees have been arrested since 2023 in connection with alleged assaults and misconduct.

The danger after release

Deaths shortly after release from custody are a growing national concern. Ministry of Justice data shows 620 people died while under community supervision in 2024–2025, with 62 deaths occurring within 14 days of release.

Short sentences — common at Parc — leave little time for effective rehabilitation or release planning. Homelessness, loss of drug tolerance and untreated mental-health conditions create a high-risk environment for those newly released.

The PPO investigates all such deaths to determine whether prisons or probation failed in their duties. Reports often take 6–12 months and can lead to recommendations.

A system at breaking point

The crisis at Parc reflects wider failures across UK prisons and probation. A July 2025 House of Lords report described the service as “not fit for purpose”. More than 500 people die in custody annually, with campaigners warning that private prisons such as Parc prioritise cost-cutting over care.

The PPO investigation into the death of Darren Thomas continues.

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Crime

Woman stabbed partner in Haverfordwest before handing herself in

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A WOMAN who stabbed her partner during a drug-fuelled episode walked straight into Haverfordwest Police Station and told officers what she had done, Swansea Crown Court has heard.

Amy Woolston, 22, of Dartmouth Street in Milford Haven, arrived at the station at around 8:00pm on June 13 and said: “I stabbed my ex-partner earlier… he’s alright and he let me walk off,” prosecutor Tom Scapens told the court.

The pair had taken acid together earlier in the day, and Woolston claimed she believed she could feel “stab marks in her back” before the incident.

Police find victim with four wounds

Officers went to the victim’s home to check on him. He was not there at first, but returned shortly afterwards. He appeared sober and told police: “Just a couple of things,” before pointing to injuries on his back.

He had three stab or puncture wounds to his back and another to his bicep.

The victim said that when he arrived home from the shop, Woolston was acting “a bit shifty”. After asking if she was alright, she grabbed something from the windowsill — described as either a knife or a shard of glass — and stabbed him.

He told officers he had “had worse from her before”, did not support a prosecution, and refused to go to hospital.

Defendant has long history of violence

Woolston pleaded guilty to unlawful wounding. The court heard she had amassed 20 previous convictions from 10 court appearances, including assaults, battery, and offences against emergency workers.

Defending, Dyfed Thomas said Woolston had longstanding mental health problems and had been off medication prescribed for paranoid schizophrenia at the time.
“She’s had a difficult upbringing,” he added, saying she was remorseful and now compliant with treatment.

Woolston was jailed for 12 months, but the court heard she has already served the equivalent time on remand and will be released imminently on a 12-month licence.

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News

BBC apologises to Herald’s editor for inaccurate story

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THE BBC has issued a formal apology and amended a six-year-old article written by BBC Wales Business Correspondent Huw Thomas after its Executive Complaints Unit ruled that the original headline and wording gave an “incorrect impression” that Herald editor Tom Sinclair was personally liable for tens of thousands of pounds in debt.

The 2019 report, originally headlined “Herald newspaper editor Tom Sinclair has £70,000 debts”, has now been changed.

The ECU found: “The wording of the article and its headline could have led readers to form the incorrect impression that the debt was Mr Sinclair’s personal responsibility… In that respect the article failed to meet the BBC’s standards of due accuracy.”

Mr Sinclair said: “I’m grateful to the ECU for the apology and for correcting the personal-liability impression that caused real harm for six years. However, the article still links the debts to ‘the group which publishes The Herald’ when in fact they related to printing companies that were dissolved two years before the Herald was founded in 2013. I have asked the BBC to add that final clarification so the record is completely accurate.”

A formal apology and correction of this kind from the BBC is extremely rare, especially for a story more than six years old. 

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