Ianto Jones

My greatest inspiration was my late father. He was the elder of our family, and it was he who taught me how to make Eliawen, a secret ancestral Welsh balm that had been passed down through generations. Before he passed away, he gave me his blessing to share this unique recipe with the wider world. His words were simple but powerful: he insisted that I “do something with it,” and that encouragement became the foundation of my journey as an entrepreneur and community leader.

What started as a humble family tradition in Llanfaethlu on Anglesey became the seed of something much larger. With my father’s permission and blessing, I began to develop Eliawen beyond its home use. Working in partnership with Bangor University and with the support of the Welsh Government through a SMART Expertise project, I was able to take this heritage-based formulation and transform it into a product that balanced tradition with modern science.

Since then, Eliawen has gone on to help tens of thousands of people worldwide and has received both national and international recognition. It has won awards, but more importantly, it has connected people to Welsh heritage, culture, and innovation in a way that is deeply personal to me.

My father’s influence was not only in passing down a recipe but in instilling the values of responsibility, resilience, and community. By entrusting me with this family secret, he gave me a mission: to honour our heritage while creating something that could make a genuine difference in people’s lives.

Every step I’ve taken — from community projects to collaborations with universities and policymakers — has been built on the foundation of his trust and belief in me. My father’s inspiration remains at the heart of everything I do, reminding me that even the most local traditions can grow into global contributions when guided by passion, purpose, and respect for our roots.

“Môn Naturals Ltd is a heritage-inspired skincare company from Anglesey, best known for Eliawen, an award-winning Welsh balm created in partnership with Bangor University. Rooted in tradition and sustainability, the business has reached customers worldwide while promoting cultural and community wellbeing.”

The origins of Mon Naturals are deeply personal and rooted in family heritage. I started the business after my late father, the elder of our family, passed down to me the secret recipe for Eliawen, a traditional Welsh balm. Before he died, he gave me his blessing and insisted that I “do something with it” — to share it beyond the family and bring its healing qualities to others. That moment was the spark that set me on my entrepreneurial journey.

Initially, Eliawen was something we used within the family and community in Llanfaethlu, Anglesey. I recognised its potential not only as a product, but also as a way to preserve and celebrate Welsh cultural heritage. Wanting to honour my father’s legacy while also creating something of real value, I began exploring how to take Eliawen from a family tradition into a sustainable business.

With the support of Bangor University and the Welsh Government’s SMART Expertise project, I was able to develop and commercialise Eliawen. This partnership gave me access to scientific research and expertise that helped refine the product while keeping its roots firmly in tradition.

I started Mon Naturals with the dual purpose of creating natural, effective products and building a business that embodied sustainability, education, and community values. For me, it wasn’t only about making and selling a balm; it was about showing that heritage-based innovation can have a place in today’s world.

From its humble beginnings, Mon Naturals has grown into an award-winning business whose products have reached tens of thousands of people worldwide. Each step of the journey has been motivated by a desire to blend tradition with innovation, to create something that is both authentic and impactful.

Ultimately, I started The origins of Mon Naturals are deeply personal and rooted in family heritage. I started the business after my late father, the elder of our family, passed down to me the secret recipe for Eliawen, a traditional Welsh balm. Before he died, he gave me his blessing and insisted that I “do something with it” — to share it beyond the family and bring its healing qualities to others. That moment was the spark that set me on my entrepreneurial journey.

For me, the best thing about being my boss is the freedom to build something that reflects my values and my heritage. Running Mon Naturals has given me the chance to take a traditional Welsh balm, passed down from my late father, and transform it into a business that is both authentic and impactful. That ability to turn a personal story into something that reaches thousands of people worldwide is incredibly rewarding.

Being my boss also means I can shape my work around purpose rather than just profit. I can prioritise sustainability, education, and community engagement in every project, ensuring that what I do has a positive and lasting impact. I enjoy the flexibility to act on new ideas quickly, whether that’s developing a product, leading a cultural event, or collaborating with universities and policymakers. While the responsibility is significant, the sense of ownership and pride that comes from building something meaningful far outweighs the challenges.

Over the years, my career has developed across several areas where I now specialise:

• Educational Leadership & Mentorship – designing and delivering training courses, mentoring through Big Ideas Wales and Business Wales, and inspiring future entrepreneurs.
• Community Development & Cultural Engagement – leading projects and events that bring together different generations, celebrate heritage, and strengthen local resilience.
• Heritage-Based Entrepreneurship – transforming traditional knowledge (Eliawen) into an award-winning commercial product while protecting cultural roots.
• Policy Engagement & Academic Collaboration – working with MPs, Senedd Members, and academics at Bangor and Aberystwyth Universities to influence research-led policy and sustainable innovation.
• Strategic Project Planning & Delivery – leading initiatives such as the HWB Cemaes Community Centre and POP Cymru, focusing on sustainability and cross-sector collaboration.
• Public Speaking & Advocacy – representing Welsh entrepreneurship and heritage on national and international stages, encouraging others to follow their passions.

Together, these areas reflect my commitment to combining tradition with innovation, business with community, and leadership with education.

One of the greatest challenges I’ve faced has been bringing an ancient, traditional cream into the modern world. Eliawen is based on a heritage formulation passed down through my family, but in today’s environment dominated by the pharmaceutical industry, it has been very difficult to find recognition for natural remedies. Even with thousands of endorsements, testimonials, reviews, and case studies from people who have benefited, I am not legally allowed to make medical claims.

This has been both frustrating and motivating. On the one hand, the restrictions mean that I must be very careful in how I present Eliawen and Mon Naturals. On the other hand, it has pushed me to find creative ways to share the story and value of the product without relying on claims. I have focused on education, heritage, and sustainability, building a brand that connects people to Welsh culture and natural wellbeing while allowing the product to speak for itself through its impact on customers.

Academic and scientific partnerships have also been vital. By working with Bangor University, Aberystwyth University, and through Welsh Government research programmes, I have been able to demonstrate the quality and credibility of Eliawen. Although regulatory restrictions remain, the backing of academic papers and expert collaborators has given me a stronger platform.

I sometimes describe this journey as bringing “5D healing into a 3D reality.” It represents the tension between the wisdom of natural remedies and the limitations of modern regulatory systems. Despite these barriers, I see a shift happening. Humanity is beginning to reconnect with nature, sustainability, and the ways of our ancestors.

Overcoming these challenges has taught me resilience, patience, and adaptability. It has reinforced the importance of staying true to my values, even when the path is not easy. Most of all, it has reminded me that being an entrepreneur is not just about profit — it is about pioneering change, honouring heritage, and inspiring others to think differently about the future.