“Does dim yn enill calon cystal a sirioleb.”
“Nothing wins hearts like cheerfulness.”
Santes Dwynwen
If you’re looking for a way to break up that dark and often eventless season between Christmas and Valentine’s Day, Santes Dwynwen is here and, if you’re a business in Wales and not taking full advantage, you’re missing out!
Who was Santes Dwynwen?
We’ll assume that most Welsh businesses know of Santes Dwynwen, but in case you don’t, here’s a short explanation. Dwynwen was a fourth century princess who lived in the region that is now known as Bannau Brycheiniog. She was sadly unlucky in love and so as a result, became a nun, praying for true lovers to have better luck than she.
The prettiest of King Brychain’s 24 daughters, Dwynwen fell in love with a local boy called Maelon Dafodrill but sadly, her father had already arranged for her to be married to another prince. Distraught, she ran away and prayed to God to help her forget Maelon who in response, sent an angel to give her a potion to do so. Incidentally, this potion turned Maelon into a block of ice.
She was then granted three wishes. Her first, to have Maelon thawed, her second, for God to help all true lovers and finally, her third was that she would never marry. She then became a nun, setting up a convent on Llanddwyn Island in Ynys Môn.
Also, as an aside, Santes Dwynwen is also the Welsh patron saint of sick animals – so if you’re a business that revolves around animals, you could play on this in your marketing too!
What happens on Dydd Santes Dwynwen?
It’s simple really. Dydd Santes Dwynwen is essentially Valentine’s Day, but in Wales. This means you can insert it easily into any Valentine’s Day marketing you may have in mind! To add a Welsh twist, consider the following:
Welsh Love Spoons
Welsh Love Spoons have been recorded as a tradition since the 17th century in Wales. Although it is believed to predate that time. They are essentially carved wooden spoons, with different symbols meaning different things such as eternal, friendship (which is a more modern iteration) and so on.
Traditionally the recipient would have been a woman, and the spoon carved by a man. But nowadays anyone can give a spoon to whoever they love, for whatever reason. In fact, I have given a spoon to a friend of mine before she returned to India, not just as a sharing of our cultures, but because she is dear to me!
Welsh words for love!
Why not take the opportunity to use your Cymraeg during Dydd Santes Dwynwen? Words like Cariad (love/dear), Caru (to love), and Cwtsh (the hotly debated word for a cuddle in Wales) are a good place to start!
Not Just for Couples!
As with Valentine’s Day, you don’t just have to market towards couples for Dydd Santes Dwynwen, and if your business caters to someone else, you shouldn’t have to!
Here are some ways you can implement Dydd Santes Dwynwen aside from just couples!
The Patron Saint of “sick” pets!
As mentioned before, Santes Dwynwen isn’t just the Patron Saint of Love, and you needn’t take this aspect so literally! Does your business cater to animals in any way? Why not market Dydd Santes Dwynwen as a day to appreciate and love your fluffy friends? Whether it’s spoiling them or just giving them a Cwtsh! Many people today view animals as an important part of their families, so tapping into this for the season is a great way to give your sales a boost after Christmas!
Self-Love
Self-love is a massive trend nowadays online, and even more so after Christmas, where getting fitter and healthier is a vital part of the season. Even then, self-love doesn’t necessarily have to involve these things! Candles, chilling out in front of the telly – they’re all vital parts of looking after number one! Take advantage of that if your business involves treating yourself, practicing a bit of self-love in a season where some may be feeling a little blue!
Galentines
Although this is more catered towards Valentine’s, you could still twist it and celebrate sharing Santes Dwynwen gydag eich ffrindiau! Even better? Santes Dwynwen is on Saturday this year, so why not promote spending the day with your friends and treating them?
Don’t waste the opportunity!
As a Welsh business you have a great opportunity to extend the Valentine’s season because of Dydd Santes Dwynwen, so don’t waste it! It’s also a great opportunity to bolster your content over a period that for many, is a little blue. You can also use it as a great opportunity to remind your customers that you’re a Welsh business and care about getting involved with Welsh celebrations!
