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‘Mums love local’ campaign urges support for local businesses

Lisa Drake (Ilkley BID) and Amy Metcalfe (The New Brook Street Deli)

A ‘mums love local’ campaign, in conjunction with the Ilkley Gift Card, is running in Ilkley, encouraging people to think local when they spoil their mum this Mother’s Day, supporting local businesses at the same time.

The Mother’s Day campaign is being led by Town & City Gift Cards alongside the Ilkley Business Improvement District. Ilkley BID set up the Ilkley Gift Card in June 2022 as a way to lock spend into the local area and drive economic recovery, with the card now accepted in nearly 90 local businesses.

Ilkley BID Coordinator, Lisa Drake, said the support for local this Mother’s Day and beyond is vital: “The ‘mums love local’ campaign celebrates the fact every mum is different and that by choosing the Ilkley Gift Card this Mother’s Day, you can cater for whatever your mum enjoys doing, whether that’s time with the family at a restaurant or pub, some retail therapy or a pamper session at one of Ilkley’s beauty salons.

“There’s also a really important message behind the campaign. Every pound spent locally this Mother’s Day benefits local businesses hugely. During the cost of living crisis, businesses are dealing with rising costs of bills and supplies, and they need our support to keep their doors open and keep on employing local people.

“A lot of our independent businesses are owned by mums, or run by mums, so when you support local this Mother’s Day, you’re also supporting lots of other mums in our town.”

The New Brook Street Deli in Ilkley is not only run by a mum; it is a mother/daughter venture. Owned and managed by Sally Brumfitt and Amy Metcalfe, they opened in October 2020 after the first lockdown offering artisan produce, food, cakes, coffee and much more.

As daughter Amy explains: “We really enjoy working together and are proud to be a family run independent business. Prior to the New Brook Street Deli, we worked together as well and have found we’re the perfect complement to each other.

“We’re part of the Ilkley Gift Card scheme and support the “mums love local” campaign. By encouraging people to buy a gift card this Mother’s Day and shop local it helps local independent businesses and puts the money back into the local community which in turn helps the town thrive.”

Consumers can buy the Ilkley Gift Card pre-loaded with any value from £5 to £500 at the Visitor Information Centre or they can pick up a card at selected retailers to load at home as well as buying online at


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