TRICIA Sherriff loves York, so much so that she named her business after it.

And that’s why Tricia, a former pharmaceutical rep, chose the city to set up her exclusive lifestyle membership club – to help others enjoy the lifestyle the city offers as much as she does.

She said: “It’s a special city. It is a place where people look after each other, where they care about each other, where they can share information and where there is a sense of loyalty. You have to be here to know it.” And that is what her business is based on.

She Loves York, which operates as a Loyalty card, represents a united front from businesses in York, she said.

She said: “It’s a show of solidarity, but one with its sights set on promoting this amazing city and on helping each other combat the difficult economic situation we face. And one with a bit of fun thrown in.”

Tricia did her research and found out what York businesses wanted from the concept, before setting up the business with the backing of 20 retailers.

More than a loyalty card and website directory, with special offers and email updates, it’s the personal touch and extra mile that has helped Tricia extend her reach to 56 businesses, and the 1,000 consumers signing up to the club in the first year so they can be part of exclusive launch events.

“I remember getting an offer through for an event, just because I happened to be on their mailing list, and it set the bells ringing. I wondered what I could do to help York, a city which is wonderful at attracting tourists but which also needs its businesses to offer a welcome, raise their profile and showcase themselves more effectively,” she said.

Putting the extra effort in to help businesses organise events and link to other partners in her network has given them clear results, she said.

Tricia now hopes to be recognised in the Women in Enterprise and New Business Of The Year categories of The Press Business Awards 2011.