When Emma Rees established Care and Companionship with Emma Ltd in July 2021, she had a clear vision: to create a care service where individuals remain at the centre of their personal care journey, where they are heard, respected, and valued.
"I had been working previously in an extremely time-constrained role as a community carer and I felt that the individuals being supported became a number rather than a person, and I didn't like that," Emma explains. "I wanted to offer clients my time without having to clock-watch. I wanted to have the time to listen, build loyal and trusting relationships, and get to know them as people, not just their care needs."
With over 12 years of health and social care experience behind her, Emma took the plunge into entrepreneurship. Nearly five years on, she hasn't looked back.
Getting the business off the ground wasn't without its challenges. "The biggest challenge in the early days was definitely all of the paperwork that came with it!" Emma recalls. With three children at the time (now four!), she would stay up until the early hours drawing up business plans, policies, contracts, care plans, and risk assessments, all whilst still working a full-time job.
Fortunately, Emma was well-supported by Lee James at Planed, who helps micro care services in Pembrokeshire set up. "He was always on hand to offer one-to-one valuable advice," she says.
Emma is incredibly proud of how established Care and Companionship with Emma Ltd has become since launching, crediting not just her own input but the commitment, loyalty, and hard work of her fantastic team. "They are the ones who are out on the ground on a daily basis," she emphasises.
2025 proved to be an exciting journey for the business, which saw them gain registration with the Care Inspectorate Wales (C.I.W.) and receive three award nominations. First came the 'Rising Star' award nomination for the West Wales Regional Partnership Board annual Health and Social Care awards in Llanelli.
"It was a surreal experience and never ever did I expect to be recognised for doing something that comes so naturally to me," Emma reflects. "I met some amazing people that day who all work tirelessly to support the local community."
A couple of months later, Emma received an email informing her that she had been nominated for 'The Home Care Employer' award courtesy of the Great British Care Awards 2025. "I was truly overwhelmed," she says.
To finish off a successful 2025, Emma received news that she had been nominated for the 'Wellness and Lifestyle' category for the Business Growth Awards, which will be held in March. "They say things happen in threes!" she laughs.
Although Care and Companionship with Emma didn't win the first two awards, Emma is philosophical about the recognition. "To have been shortlisted was a huge achievement in itself, and I am a firm believer that life is not about winning, it's about the kindness that is shared along the way."
When Emma first set up the business, she worked on her own for 18 months before taking on her first member of staff. "I was very nervous introducing someone else into the company as I had set myself high standards and had a loyal client base behind me," she admits. "You're welcoming someone that you don't necessarily know to become a part of something that you have created, and that takes a lot of courage as you are trusting them to maintain those standards."
Being an employer has brought both highs and lows. "It's a huge responsibility and can be very demanding, but it's also highly rewarding and I'm proud of the team I have," Emma says.
Her approach to management is straightforward: "I am a firm believer in that you treat people how you would like to be treated yourself, and because of that, I have a very good relationship with all of my employees and they know I am approachable and fair. You treat your staff well, they will perform well – it's as simple as that. There's no I in team!"
When seeking new staff, Emma always looks for candidates who possess a genuine desire to help others and who are kind, patient, and reliable.
Care and Companionship with Emma's commitment to the local community extends beyond care services. When one of Emma's employees asked if she would be interested in supporting a local under 9s football team in which he coaches, she didn't need to be asked twice. "It's a pleasure to be able to support such a wonderful cause," she says.
Emma also sponsored the Pure West Radio Santa Sleigh Run at Christmas and is currently sponsoring Lawrie's Lifestyle show on Pure West Radio. "It's a great show and I love tuning in every Saturday! It's a wonderful feeling to be able to give a little back to our local community."
"I love living and working in Pembrokeshire! Pembrokeshire has and always will be home for me," Emma says with conviction. "It's a privilege to support so many individuals living in the county, and I feel very lucky that the majority of our work is now through word-of-mouth enquiries. You wouldn't get that in a big city, so it's lovely to still have those personal connections with people."
Emma feels well-supported by local organisations, including various healthcare professionals who the team work alongside on a daily basis.
For anyone wishing to set up their own business in Pembrokeshire, Emma's advice is simple: "Don't give up! You will face difficulties – that's part and parcel of it – but storms don't last forever."
2025 was an extremely busy year for Emma. She and her husband welcomed their fourth baby into the world in June following a difficult pregnancy. Her husband also gave up his full-time manager role to join the business, proving to be a fantastic asset to the company. "Our clients adore him and he has taken to his new role with complete ease," Emma says proudly.
"I am hoping 2026 can be a little slower paced for me, but I am a workaholic and still figuring out what a work-life balance is!" she laughs. "We have a few exciting things up our sleeve for this year, so follow us on Facebook or visit www.cacwithemma.co.uk for regular updates."
Long-term, Emma's ambition for the business is to one day be able to cover a wider area and expand into other counties. Her nearly 16-year-old daughter shows a huge interest in the business and wants to study Health and Social Care. "Who knows, I may take a back seat and hand the reins over and finally get that happy work-life balance!" Emma muses. "Who knows what the future holds, but it's exciting!"
Best thing about living and working in Pembrokeshire?
"The coastal lifestyle we are so lucky to be surrounded by, and to raise children in such a beautiful part of the world makes my heart happy."
Favourite local spot for a coffee or lunch?
"Jolly Sailor, because my parents live in Burton and it's a firm favourite for us all!"
Favourite way of spending your time outside of work?
"I love going for a walk across the beach, and it doesn't matter what season we're in!"
If you weren't running a care business, what would you be doing?
"I can't imagine working in any other industry as I have had a passion for caring ever since I lost my father at 13, but if I had to choose a different career, I think I would choose travel – gosh, that sounds so strange, I can't imagine it!
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