MORE than 100 people over the age of 50 years have been given a new lease of life - courtesy of the Prince of Wales.

Prince Charles was behind the launch last April of Prime Cymru, the new venture set up in Wales to encourage the more mature among us to set up a new business.

Those targeted were people who took early retirement, together with those not in paid employment or those whom they described as being under-employed. People from all walks of life have taken up the challenge, irrespective of age or health.

It's proved to be a great success, with 120 people already running their own business and another 800 clients teetering on the brink.

Julia Evans, Prime Cym-ru's chief executive, says the scheme was designed to compliment the work done by the government's New Deal 50+.

"There are several reasons underlying older people's unemployment or economic inactivity. The decline of traditional industries such as steel, mining and agriculture has affected men aged 50 plus, particularly in areas of Wales where new jobs are often thought to be 'women's work' - temporary or part-time.

"Hence, there has been a rise in the employment of women, including some older women, while unemployment among older men has persisted. Nearly 44% of people in Wales who are aged 50 to 65 - some 200,000 - are not working. Most would like to work, and many need to."

Fourteen professional advisors with careers in finance, marketing and, in some cases, running their own businesses, have been appointed to look after those thinking of taking the plunge.

Julia says the importance of these advisors cannot be over-emphasised. "These are the people who talk to possible candidates on a one-to-one basis, helping each inquirer to decide whether or not self-employment is for them, to evaluate their business ideas and to work out what they must do to turn their dream into a reality. She stresses: "They treat each individual as an individual and don't meet him or her with any preconceived notions.

"They are good listeners, friendly but objective and honest - they don't encourage people to start a businesses if they think there is little chance of business survival.

"Some people aged 50 and over, like many younger people, start their own businesses because they are driven by an overwhelming desire to be in control of their destiny. They also have a spirit of adventure, willingness to take risks and relish challenge."

Prime-Cymru is based in Llandovery and can be contacted on 01550 721813.