Sioned is a trained journalist and radiographer who spent 10 years at Granada Manchester, before moving to Newsnight in London. In 2001 she returned to her native Wales and started Chwarel ( which means Quarry in Welsh). There she produced series and singles for the indigenous market in Wales - mainly BBC Wales and S4C. She also directed the Bafta Wales nominated 'Jo & Ruby' and C4's 'The Horse Hoarder'.

In 2019 she cemented her relationship with C4 with a twenty-part daytime series called 'The Great House Giveaway'. This went on to win a daytime UK Bafta, Broadcast and two RTS awards thus securing the company a 60 ep two-year deal. Last year Chwarel was nominated for the Edinburgh TV Festival's 'Best Small Indie of the Year'.

This year Chwarel successfully bid for the franchise to produce the Welsh Gogglebocs for S4C alongside fellow Welsh indie Cwmni Da.