A former seamstress from Blaenafon, whose creative thinking brings joy to people facing mental health challenges, has received a prestigious national social care award.
Emma Allford, a 47-year-old mother-of-three, won the bronze Care Practitioner in Residential Care Award at the Wales Care Awards 2025. She works as an activities coordinator at the Cwmcelyn facility in Blaina, Gwent, a 24-bed specialist home operated by Shaw Healthcare.
From Seamstress to Award-Winning Carer
Emma's career path was not a straight line. After leaving Ysgol Abersychan School, she began her working life in a dressing gown factory. Following a period as a full-time mother, she joined Shaw Healthcare 16 years ago, starting as a support worker before her promotion.
She has since found her true calling, completing all her training on the job. "I couldn't imagine myself doing anything else. This is my future," Emma stated.
Her approach is centred on the happiness of the residents. "When you spend time with people on a daily basis and are able to put a smile on their faces, you can go home at night feeling like you've done a good job – that's what it's all about," she explained.
Thinking Outside the Box to Build Confidence
Emma is known for her inventive methods. She has introduced a daily afternoon tea trolley and organises holidays to destinations like Blackpool and Butlins in Minehead. These trips are a key part of building residents' confidence and independence.
"We've had residents in the past who wouldn't go out into the community when they first came to us," she said. "We built up their confidence and then gradually began taking them out."
She recalled one particular success story: "One gentleman who hadn't gone out for a long time wanted to visit the local pub, and I helped develop his confidence. It was really rewarding to see. You see people starting to come out of their shells."
Recognition for a Frontline Hero
Emma was nominated for the award by her service manager, Leanne Smith, a Registered Mental Nurse. Smith praised Emma's unwavering dedication. "She goes above and beyond, and because she's so calm, she gets the best out of the residents. They absolutely love her," Smith said.
She highlighted how Emma adapts to residents' needs, planning afternoon activities to avoid morning grogginess from medication and even coming in on weekends to organise trips.
The awards ceremony was held at the Holland House Hotel in Cardiff. Mario Kreft MBE, Chair of Care Forum Wales, which organises the event, said the awards shine a light on the "unsung heroes and heroines" of social care.
Emma, who lives with her husband Mark, summed up her feelings: "I'm still really shocked but over the moon! My family are all proud of me." Her story is a powerful testament to the impact of compassion and creativity in social care.
