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Free loyalty cards handed out to Pimlico residents
Pimlico shops struggling in the recession will be helped by a scheme which has seen thousands of loyalty cards handed out to residents to encourage them to shop locally.
Westminster Council wants more of its residents to sign up to the Wedge Card, a reward card offering discounts at local stores, after the distribution of the 2,500 of the cards in Pimlico saw a boost in business.
The cards, which normally cost £10, offer discounts of up to 20 per cent at various stores which sign up to the scheme.
Now a further 500 residents will be given the chance to get a Wedge card for free.
From fabulous cheese shops to eclectic records stores, great butchers and delicious greasy spoons, Wedge celebrates the great shopping that can be found in our local, independent shops.
Wedge Card wants to keep areas like SW1 unique, thriving and vibrant.
It was founded in 2006 by Diana Bird and her father John Bird of The Big Issue.
Diana Bird, Wedge founder, said: "We believe that local shops are the lifeblood of our communities.
"They are where you meet your neighbours, make connections and engage.
"By rewarding people for shopping locally we aim to remind people of the great products and great value they can find in their local shops - as well as the vital role they play in fostering a sense of community.
"With small shops struggling to survive, Wedge is a powerful force to promote the diversity and quality that local high street shops offer."
From today, 500 of Westminster's residents in Pimlico are being offered a free Wedge Card, a reward card for local shops, which can get cardholders money off and deals at a range of exciting local shops from boutique stores to local cafes, from fancy dress stores to tool shops.
By encouraging more people to take up the offers which are available through using a Wedge Card, Westminster Council is hoping it can help keep its independent traders in business and has already given its residents 2,500 of the cards.
Money spent in local stores goes back into neighbourhoods and ensures that the community remains full of thriving family owned businesses.
Anar Tejani owner and manager of Portman's Pharmacy, Tachbrook Street, Pimlico, said: "Independent shops are great because you get the personal service that you just don't get in the big chains.
"Here it's literally one-to-one.
"Local shops also employ local people, and they bring employment to the area as well."
Anyone interested in obtaining a Wedge Card can call Wedge on 020 7401 3913.
To qualify for a free card you should live in the SW1 area, but other residents can apply direct to Wedge and pay £10 for a card which offers them a range of bargains.
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