More Than Playing Cards: Why Community Matters

Next Friday (20th November 2026), I'll be speaking at Henley Business Partnership, reflecting on the Ace Places journey so far, the successes, the challenges and where we're heading next.

Preparing for the talk has got me thinking about something that's been important to me throughout my career: community.

The importance of belonging

Before launching Ace Places, I spent more than 20 years working in marketing, much of that in the pub industry, and if there's one thing working in pubs teaches you, it's that people visit them for far more than a drink.

Pubs are places where friendships are formed, milestones celebrated, stories shared and people come together. For some, they're an important source of company and connection. That sense of belonging is incredibly powerful.

I've always believed that businesses have an important role to play in the communities they operate in. Not simply by providing products and services, but by actively contributing to the places and people around them.

It's a belief that has shaped Ace Places from the beginning.

It's never been just about the cards

On the face of it, Ace Places creates beautifully illustrated playing cards featuring local businesses, landmarks, attractions and events, but behind those 54 cards is a much bigger idea.

Each pack is an opportunity to celebrate what makes a place special, introduce people to independent businesses, encourage exploration and support local causes. It's a marketing platform, a local guide, a retail product and a way to give something back. One product, multiple benefits for a destination. And the more we've developed Ace Places, the more opportunities we've discovered to build on that original idea.

Putting community into practice

From the outset, we've donated 25p from every pack sold to local charities, but our community involvement has grown well beyond that.

Our Henley Card Club brings people together over games, conversation and a shared experience, while raising additional funds for The Chiltern Centre.

Our Marlow Treasure Hunt encouraged people to explore the town, discover local businesses and support Marlow Museum.

And most recently, we're introducing limited-edition ceramic hearts celebrating Henley and Marlow, with proceeds supporting Regatta for the Disabled and Marlow Against Cancer respectively.

We could simply create products and sell them. But I believe there's so much more value in finding a meaningful story and purpose behind what we do, and importantly, those stories need to be genuine.

Why local businesses matter

Historically, successful local businesses often played a significant role in supporting their towns. Here in Henley, the Brakspear family's contribution to local community life, including Henley Cricket Club, is a reminder of how closely business and community were once connected.

Today, the way we shop, work and spend our money has changed enormously. I'm not suggesting we shouldn't use national or global businesses. But I do believe it's important that we continue to recognise the value of independent local businesses and the contribution they make to our towns.

When we support local businesses, we're supporting the people who employ locally, collaborate with neighbouring businesses, sponsor community activities and help give our high streets their character. And that matters.

Looking ahead

As Ace Places continues to grow, I'm exploring opportunities to bring our playing cards to new towns and destinations, including working with Business Improvement Districts and developing regional themed packs. The opportunities are exciting, and the way we grow the business may continue to evolve, but one thing won't change: Community will remain at the heart of Ace Places.

Because while the playing cards are the product, it's the connections, stories and opportunities they create that give them their real value.

Playing cards with purpose.

Emma ❤️

Emma Sweet, Founder and Leader Of The Packs

Photo is from March 2023, showing (from left) Louise Sadler, Emma Sweet and Alison Engleby. Lou and Alison are from the Henley WI and created this marvellous postbox topper in honour of the Henley Playing Cards launch - and I blooming love the fact they did this and what they created so much, so I love an excuse to re-share it!