“Supporting local businesses is more important now than ever”
In just five years Jess Gibson of the TN card has turned a simple idea on how we can all support local businesses, into one of the area’s most successful, inspiring and influential initiatives which boasts thousands of members and an ever-growing community. Here Jess tells Eileen Leahy more about the myriad benefits of being part of this scheme
So Jess, let’s start at the beginning. Why did you launch the TN card?
The TN card was born out of a desire to support local businesses and build a stronger community. I wanted to create a loyalty card that made it easy for people to know what’s on our doorsteps and make it more affordable to shop locally – while providing our town centre independents with greater visibility and promotion, paid for by card holders.
It started as a simple idea but over time it has evolved into something much bigger – it’s now a vibrant community of members and businesses who want to make a difference together, using our spending power to make long term changes for our town.
Five years on the TN card has grown phenomenally in scale and reach. It not only offers consumers fantastic incentives but is now a compelling option for professionals and corporates. How has this happened?
In the beginning, my focus was encouraging shoppers to use our town centre independents but I realised that the TN card could play a much bigger role in the community by reaching out to everyone – not just locals but our corporates too. Employers are seeing the value in offering the TN card to their staff as part of their ESG initiatives, as it unlocks marketing, networking and cost-saving opportunities for them too. It doesn’t just benefit their staff but benefits their business and community. The TN card has become a powerful way for people and businesses from all corners to work together for good.
Can you tell us about your background and what led to the creation of the TN card?
I have a corporate background in HR, marketing, and events, having worked in an investment bank throughout my twenties. After starting a family, I moved into freelance marketing consultancy, alongside running a parenting blog. It was through these roles that I connected with local businesses and developed a deep passion for supporting them. That love for local is what ultimately led me to launch the TN card.
What makes the TN card different from similar initiatives?
The TN card is unique because it was created with a genuine mission to help our community, rather than being driven by profit. It’s a business with heart – a personal passion project that puts local impact first – which I think explains why it’s succeeded where similar projects have failed. This focus on social impact was formally recognised in 2023 when the TN card was certified as a social enterprise by both Social Enterprise UK (SEUK) and People & Planet First, as it has annually since.
How did the TN card evolve from a reward card to so much more?
It grew quickly and organically as I listened to businesses and members. Launching just before the pandemic meant adapting fast, but being a small business myself I was able to pivot as needed. Flexibility continues to be important as the TN card meets our changing business landscape.
Originally covering just Tonbridge and Tunbridge Wells, the TN card has grown geographically to include most of the TN postcodes, from Sevenoaks to Tenterden, and there are now 1,000 businesses in its directory with an exclusive offer for members. It also has a huge reach, with a vibrant and engaged member community, strong social media presence, a podcast series, member and community events, business networking, and more.
How does the TN card work for local businesses?
Though the TN card has changed over the last five years, its core principle remains unchanged – that high street businesses are helped without paying a penny. Instead, I ask them to give members who use them a discount, gift or a little something extra, as a thank you for supporting local. The reward itself is their choice; it just needs to feel generous and be exclusive to the TN card, and if I don’t bring custom, they’ve not lost anything. My revenue comes from membership sales, which funds free marketing and support for high street businesses, including an app and website page, photography, social media promotion, press coverage, events, and more.
Non-high-street businesses are welcome to join the TN card too, with a small onboarding fee that helps towards maintaining the app. To promote real engagement, I also ask them to become TN card members (card holders) themselves, because supporting local starts with all of us.
Two years after launching, you transitioned to digital membership cards. How did this change things?
Going digital was a game-changer. Not only did it reduce the TN card’s carbon footprint and ensured members had easy access to their membership card, it provided an innovative and engaging way for members to discover new local businesses through the iOS and Android app. From alerts to events listings and an interactive map, the app is key for helping members to stay engaged and informed on which businesses have joined the directory and how they thank members for supporting local. It has also meant that they can choose between paying monthly with no tie in, or annually.
What has been the biggest challenge for the TN card so far?
The biggest challenge is the hidden cost of maintaining and updating this bespoke app while the TN card is still relatively small, as costs can run to tens of thousands over a year. With over 1,000 businesses listed and various functionalities linking back to the website, the technology behind it is complex—but essential. This ongoing investment is key to keeping the TN card relevant and future proofed as consumer habits develop – but it also means I need a strong membership base now to sustain the TN card and ensure it’s here to stay.
Can you give me some examples of participating businesses in your Tunbridge Wells Directory?
I wish I could mention everyone, but retail and hospitality partners include The Beacon, Club Quantum, Corkk, Hattons of Tunbridge Wells, KIKO, Kitch, Larratt Butchers, Maybugs, Mrs Florist, Old Auction House, Ruby’s of London, Sankey’s (fishmonger and restaurants), Thackeray’s, The Lodge, Stampede, The Warren, TN1 Bar & Kitchen and Whirligig Toys. And of course, Station Books, Fourteen Arrows and Palette Pizza, all of whom are in our Tunbridge Wells Business Magazine shoot pictures.
Alongside our independents, I have chosen a few national brands, where they’re either a franchise like Specsavers, or have a genuine focus on community, like COOK and Hotel du Vin. They help to entice new members, who in turn discover and visit our independents through the card.
The TN card directory goes beyond shops and retail though, doesn’t it?
Yes! The TN card quickly grew beyond the high street to include all small businesses. The health and wellbeing directory is huge and spans everyone from dentists and medical professionals to personal trainers, wellbeing practitioners and counsellors. One of my favourite health partners is Benenden Hospital, where members receive 10% discount on private treatments. There are also hundreds of hair salons and beauty businesses, makers and producers, trades and services such as independent garages, leisure partners and events in the scheme. I’m particularly proud to support our local theatres – for example, members enjoy discounted tickets to a large number of shows at Trinity each season.
Tell me about your professional services directory and its value to members.
The TN card’s professional services directory is an invaluable resource for local businesspeople. It includes a wide range of business services – everything from PR and marketing to accountancy and insurance, merchandising guidance, photography and IT support. Unlike other local directories, each business in the TN card’s directory provides an exclusive offer for the TN card, so members make significant savings on top-tier professionals.
The TN card organises regular events for members. Was this always part of the vision?
Absolutely. The TN card is about community and personal connection. What makes our towns special is our independents, and what makes our independents special is the people and stories behind them. I want to connect members with the people behind our independent brands, which is why the TN card’s events, podcasts and social media features are important. Member events get locals visiting somewhere new, connecting with the owners, and hopefully being encouraged to revisit and telling friends and family. I love hosting events and seeing people together, sharing a love for local, is a special part of my job.
How did the TN card go from member events to business events?
The TN card’s Small Business Talks workshop series began because I wanted to give a platform to experts in the TN card’s professional directory, while equipping and connecting small business owners in an evening setting. It provides structure too for business owners who may want to meet other businesses, but who struggle with the social aspect of networking events. Tickets are free for members, and we have a diverse and engaging range of speakers with plenty of practical takeaways.
Why did you launch the Tonbridge Business Awards and Tunbridge Wells Business Awards ?
In short this was as a further way to support local businesses. Having won awards myself, I know they have so many benefits – from exposure and PR to building credibility and trust. It’s also wonderful to have an occasion to bring everyone together to recognise individual achievements and celebrate what’s special about our business communities. I also felt there was a gap locally for business awards that were inclusive and affordable for businesses of all sizes, that really celebrated each town and raised money for its charities.
This year, The Tonbridge Business Awards will be held at EM Forster Theatre on June 26, while the Tunbridge Wells Business Awards moves to Assembly Hall Theatre on November 25.
What keeps you doing what you do?
Running a community-led business comes with plenty of challenges – balancing everyone’s needs is difficult, and I always feel I should be doing more. But I love the quote “Success is not just about making money. It’s about making a difference.” I focus on all the small differences the TN card is making to define its success. Seeing members connect with local businesses, hearing how someone has discovered a local gem through the TN card, or getting feedback from a small business on how the card has helped them, is what keeps me focused and passionate.
And finally, why do you believe it is still so important to support local businesses?
Supporting local businesses is more important now than ever. Every time we choose to spend with an independent, we’re not just making a purchase—we’re investing in our community. We’re helping to sustain livelihoods, keeping our high streets vibrant, and preserving the unique character of our special towns. Through five years of the TN card, I’ve had the privilege of getting to know so many incredible business owners, and my love for local has only grown stronger. I really hope the TN card can continue to champion, showcase, and celebrate our independents for many years to come. The power of community is extraordinary, and when we come together as individuals and businesses to support local, we create something special indeed.
FOR MORE INFORMATION SEE:
Website: www.thetncard.com
Socials: @thetncard
LinkedIn: @jess-gibson
Email: info@thetncard.com
