University of South Wales Music Business graduate Kendra Jones is the winner of this year’s NatWest Business Start-Up Prize, thanks to her plan to support people to build their own computers.
Kendra, 21, has just graduated from the BA Music Business degree at USW, and will now benefit from mentoring sessions as part of the award, as well as access to the NatWest Cymru Accelerator Hub, where she will have the opportunity to hone her business skills.
Each year, NatWest supports final year Music Business students to build on their entrepreneurship studies, simulating a real-world initiative to launch music start-up businesses. As part of this partnership, students research, plan, develop, brand, market and manage a substantial project that has the potential to be successfully scaled up.
Kendra, from Bridgend, came up with the idea for her business, Pro Tier Systems, after discovering that there are very few female PC builders in South Wales. She wanted to use her skills and passion to help provide people with the relevant components, guidance and consultancy to build their own custom computers.
She said: “I’ve always loved music, but I love finding out how things work even more. I remember my parents buying me a karaoke machine when I was about three years old, and I took it apart to see how it was put together.
“My brother and I have always been keen video gamers, and through meeting friends online, I found out more about what goes into building computers. This really peaked my interest in the whole process, and since then I’ve developed a lot of specialist knowledge that I wanted to pass on to others.
“Through my research, I could see that the continued growth of the gaming industry, alongside increasing demand from content creators, remote workers, and technical professionals has provided a gap in the market for high-performance, reliable and upgradeable computer systems for those who may lack the technical knowledge or time to build their own.
“My own experience of building PCs has sparked a passion to help others build the perfect computer for them, through a flexible, personalised approach that focuses on customer service, trust, and tailored solutions. I’m delighted to have won the NatWest Business Start-Up Award, and am excited to get started on this venture!”
Nathan Martin, Regional Board Engagement Manager at NatWest, said: “NatWest Cymru understand the business landscape in 2026 presents exciting opportunities for ambitious graduates, but it also demands innovation, resilience and entrepreneurial thinking. The NatWest Business Start-Up Award celebrates Kendra on developing these skills while exploring how to transform her great idea into a sustainable enterprise.
“The opportunity for entrepreneurs and students in Wales is our Accelerator Hub, allowing access to expertise, mentorship and a network of like-minded entrepreneurs. This hands-on experience can help build on their degree studies and equips them with the confidence and commercial foundations needed to succeed in an increasingly digital and competitive marketplace.”
Lucy Squire, Head of Music and Drama at USW, added: “The NatWest Business Start-up Award is a fantastic recognition of Kendra’s creativity, ambition and entrepreneurial spirit. It’s wonderful to see her achievements celebrated and to support her as she takes the next steps in developing her career.”
