From
Kissing with Confidence: SWS Social Welsh and Sexy
by Frances Williams, in Planet 131:

Forget the hillsides and vales: if you go to a meeting
of the London group SWS, there'll always be a welcome. On the
Sunday evening I went along, the crowd of Welsh émigrés assembled was wildly eclectic. It's a rare thing in the metropolis, where social strata are usually strictly segregated, to mix with such disparate people. On the table of SWS virgins that I joined, there was, on my left, a dietician and a dental hygienist, while to my right sat a designer and an architect. A gaggle beside us consisted of a man in IT, a publisher, a management consultant and a woman in financial PR. Three hours and three pints of lager later, I found myself gabbling to a man from Anglesey about Brachi shops while sipping coffee in Soho's Bar Italia.

Before going along, I'd been a bit worried. Would I be Welsh enough, sexy enough and sociable enough all at once to qualify for membership? I need not have feared. Stifyn Parri, the man at the heart of SWS, was reassuring on every count: "You can have one leg, green skin and be a lesbian from Mars for all I care, he boomed back welcomingly on his mobile phone as he whizzed through north Wales. As long as you want to spend an evening with Welsh people. "

...SWS illustrates how the modern world incorporates social difference within its ranks.... In a way, it underlines how important PR has become in our society. SWS isn't so profoundly different from the Welsh Centre on Greys Inn Road with its smelly old people in tank tops saying "I remember the days". It's all a question of presentation. Parri himself is capable of creating a certain hype and a sense of expectation within and about the group - everyone there was genuinely curious about each other in a way that they'd never have been if they met on the platform of Cardiff train station. In our post-modern electronic age, where even hard news stories are described as sexy, the task of putting a good spin on all things Welsh will become an important one. We live through the culture we create for ourselves, and what we desire is what we are liable to get. (Although the tension between reality and wish-fulfilment might already be a little stretched when Rolling Stone magazine can describe Newport as the New Seattle.)

Whatever, Parri embodies the values of his times - he's televisual, populist, a self-starter and an accomplished spin-doctor. He is a man well-suited to the task of pulling the Welsh up by our bra-straps. And as a self-confessed media slut, he is both shameless and proud enough to take on the task of the Big Sell.