15th April 2025
We are proud to be the cover feature of the April issue of Tunbridge Wells Business Magazine. Jess spoke to Editor Eileen Leahy about our story and love for local.
So Jess, let's start at the beginning. Why did you launch the TN card?
The TN card was born out of a passion for supporting local businesses and strengthening our community. I wanted to create something that made it easier for people to shop locally while rewarding them for doing so. What started as a simple idea has grown into something much bigger - not just a loyalty card, but a movement connecting people with their local businesses and encouraging long-term, thoughtful spending.
Fast forward five years, and the TN card has grown phenomenally in scale and reach—not just for consumers but for professionals and corporates too. Why and how has this expansion happened?
Initially, my focus was encouraging shoppers to support small high-street businesses. But over time, I saw the potential to extend this impact by involving larger employers. Many businesses now see the value in offering the TN card to their staff as part of their ESG strategies, benefiting both their employees and our wider community. The TN card has evolved into a way for businesses of all sizes to come together and create positive change for our local economy.
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, and how did it evolve?
The TN card is unique because it was created with a genuine mission to support local, rather than being driven by profit. It’s a business with heart - a passion project that puts community impact first. This focus was formally recognized in 2022 when the TN card was certified as a social enterprise by both Social Enterprise UK (SEUK) and People & Planet First. Over the past five years, I believe people have seen that commitment in action.
You also support West Kent Mind, donating 10% of membership fees. Why West Kent Mind?
Before launching the TN card, I was blogging about raising sons and connected with West Kent Mind to discuss male mental health. As someone who has personally faced mental health challenges, their work resonated with me. The TN card became a way for me to support them practically - not just through fundraising but by encouraging open conversations around mental health. It’s a cause deeply personal to me, and I’m proud that the TN card can help make a difference.
How did the TN card evolve from a simple reward card into so much more?
It grew quickly and organically as I listened to businesses and members. Launching just weeks before the pandemic meant adapting fast, but being a small business myself allowed me to pivot as needed. Flexibility has been key as the business landscape has changed.
Originally just for Tonbridge and Tunbridge Wells, the TN card now spans across TN postcodes, with over 1,000 businesses offering members exclusive discounts and rewards. It has also grown into a platform with a strong social media presence, a podcast series, monthly events, business networking, and more.
How does the TN card work for local businesses?
The core principle is simple: High street businesses don’t pay a penny to be involved - instead, they offer TN card members an exclusive reward as a thank-you for supporting local. This reward is entirely their choice; it just needs to feel generous and be exclusive to the TN card.
Funding comes from membership sales, which allow me to provide free marketing and support for high street businesses, including an app, website pages, photography, social media promotion, press coverage, events, and more.
Non-high-street businesses can also join for a small onboarding fee, which helps maintain the app. To foster real engagement, they’re also asked to become TN card members 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. It reduced our carbon footprint and made it easier for members to engage with local businesses through the app. Features like alerts, event listings, and an interactive map help members stay connected and discover new businesses. It also introduced flexible monthly or annual membership options.
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, which runs to thousands over the course of 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 easy to use as a membership card, but it also means I need a really strong and growing membership base to sustain and develop the TN card, and ensure it’s around for future years.
EMPLOYERS
You’ve just launched an employer platform on the TN card website. Tell me about that.
I’m really excited about this! The TN card is a brilliant employee perk for local employers. Imagine the impact on our local economy if every morning coffee was bought at an independent café rather than a chain. The new employer platform makes it easier than ever for businesses to get involved, allowing them to manage staff memberships directly and encourage employees to support local businesses.
What are the costs for employers?
It’s £16 per employee for 12 months (usually £25) or £2 per month when managed by the employer. The monthly option is great for businesses with changing staff numbers. Corporate members also receive social media promotion, access to business workshops, sponsorship opportunities, and B2B networking.
Plus, because the TN card qualifies as a "trivial benefit," there are no tax complications—it’s a simple, cost-effective way for businesses to support their staff while giving back to the local community.
You’ve also published an employer brochure. Why was this important?
Great businesses need great marketing. The brochure helps articulate the TN card’s value to employers, not just in terms of employee perks but also for ESG and PR benefits. It highlights how businesses can engage with the community, support other local enterprises, and contribute to a thriving local economy.
THE DIRECTORY & EVENTS
The TN card directory has grown significantly. What kinds of businesses are involved?
We have a fantastic mix! From hospitality and retail (like Thackeray’s, Sankey’s, and Whirligig) to health and wellbeing providers, trades, and professional services. We’ve also introduced family-friendly and dog-friendly sections and are proud to support local theatres like Trinity.
The TN card organises events every month for members. Was this always part of the vision?
Yes! The TN card is about community and connection. Our events introduce members to the people behind our independent businesses, making those relationships more personal and meaningful. They also create a members-only club feel, which is something I love.
How did the TN card expand into business events?
My Small Business Talks workshop series was designed to give TN card’s professional services a platform while equipping small business owners with valuable skills. These quarterly events foster collaboration and provide free training.
And the Tonbridge and Tunbridge Wells Business Awards?
These awards celebrate our local businesses, providing recognition, exposure, and credibility. The Tonbridge Business Awards take place on 26th June at EM Forster Theatre, while the Tunbridge Wells Business Awards return on 25th November at Assembly Hall Theatre.
AND FINALLY:
What keeps you doing what you do?
Running a community-led business has its challenges, but I love the quote: “Success is not just about making money. It's about making a difference.” Seeing members connect with local businesses or discover hidden gems reminds me why I started this. Supporting local isn’t just about where we spend—it’s about investing in the future of our towns. Knowing I’m making a difference makes it all worthwhile.