Alex and Emma - Directors

Alex has been flying birds of prey since 2004 when he got his first Harris Hawk, "Maleki". "Mally", started out as a much-loved hunting partner but quickly became the star of Pembrokeshire Falconry's private flying experiences. Over a couple of years, what was at first a hobby, turned into a small, part-time business venture.

In 2008 Alex met Emma, while attending a friend’s wedding and introduced her to Birds of Prey. There followed a year of long-distance relationship and then in 2010 a year travelling the world. They returned to Pembrokeshire with plans to make West Wales the place to come to fly birds of prey in the UK.

In July 2013, Emma resigned from her career to join Alex full time to help make their mutual dream a reality. The next 3 years saw the team grow from 3 birds to over 20!

By 2016 Pembrokeshire Falconry was delivering flying displays at many of the well-known tourist attractions in West Wales and that year went on to win "The Countryside Alliance Rural Oscar for The Best Tourism Enterprise in Wales", The Radio Pembrokeshire "Award for Leisure and Tourism in Pembrokeshire" and Pembrokeshire Tourism’s "Best Day Out".

2017 saw further expansion, as Alex and Emma agreed a collaboration with the National Botanic Garden of Wales to open The British Bird of Prey Centre. This was to be the first centre anywhere dedicated to our native raptors and owls. Allowing visitors to meet, experience and learn about these wonderful creatures.

The British Bird of Prey Centre opened on 1st June 2018 and continues to go from strength to strength. In the same year Alex and Emma were delighted to be announced as winners for the “National Tourism Award for Best Activity in West Wales”, hosted by Visit Wales! The Centre has been awarded TripAdvisor’s “Travellers Choice Award” annually and continues to be rated the number 1 "Thing to do" in Carmarthenshire.

COVID-19 caused a few concerns but Alex and Emma's priority was the welfare of the birds and the safety of the team and after a difficult period of closures the Centre reopened in 2021 and saw record growth.

In 2022 Emma was awarded The Institute of Directors, Director of the Year Award - Start-up Business. 

Of course, through all this the core ethos of Alex and Emma’s dream remains; To allow people to experience and learn about our native birds of prey and to inspire and encourage individuals and communities to understand and protect this essential part of our delicate ecosystem.

Alex and Maleki

Emma and Aquarius

West Wales Business Awards