Our story
Family-run care, rooted in North Wales
Three sisters who started with a vision, backed by over 60 years of experience between them to make it real.
It started with a shared belief: that everyone deserves to stay at home.
Tender Loving Care was founded in 2008 by three sisters from North Wales: Olwen Dean, Cathy Williams and Helen Darling. Each had spent years working in care, and each had seen first-hand what it looked like when care was done well and when it wasn't.
They founded TLC with a straightforward purpose: to provide the kind of home care that they would want for their own family. Warm, reliable, skilled and above all else, genuinely human.
Between them, they brought decades of combined care experience. What they built wasn't a corporate care business. It was a family business, built on trust, in the communities of Conwy County where they had grown up and still lived.
Today, TLC has grown to a team of over 120 carers, supervisors and admin staff, all trained the TLC Way and sharing those same founding values. Diolch to everyone who has been part of our journey.
Our values
Five words that guide everything we do.
Dignity
Every person we care for is treated with complete dignity and respect, without exception.
Compassion
We care because we genuinely want to, not because it's a job. That difference shows.
Reliability
When we say we'll be there, we will be. Consistency is at the heart of good care.
Community
We're part of North Wales. We know these communities and we're proud to serve them.
Excellence
We set high standards and hold ourselves to them, because your loved one deserves no less.
Meet the team
Family-run from the top, with a tight management structure built around supporting every carer and every client.
Founding Directors
Helen Darling
Managing Director & Registered Individual
Co-founder of TLC and our Registered Individual with CIW.
Cathy Williams
Managing Director & Registered Manager
Co-founder and our CIW Registered Manager, responsible for quality and standards.
Olwen Dean
Managing Director
Co-founder with a passion for community-led care across North Wales.
Senior Managers
Oversee day-to-day operations, compliance and staff welfare across all care packages.
Managers
Coordinate scheduling, client reviews and carer support across their allocated areas.
Assistant Manager
Provides operational support across management, handling escalations and administrative tasks.
Team Leaders
First point of contact for carers in the field, providing guidance, mentoring and visit support.
Care Coaches
Dedicated to training, quality monitoring and coaching carers to maintain the TLC standard.
Our care management team: support built in from day one
Every carer at TLC is supported by our care management team. They carry out regular check-ins, shadow complex visits, and are on hand throughout the week to ensure standards stay high and carers feel valued. It's not just a promise. It's how we're structured.
Our journey
2008
The three founders started the business in Llandudno. They personally carried out care calls, worked long days from 7am to 10pm, answered calls and emails, secured contracts, set service standards, and grew the business rapidly.
2011
The founders stepped back from day-to-day care delivery to focus on management, working closely with social services, recruiting and training care workers, and continuing to build the company.
2014
With around 35 employees, the company continued to expand. Andrea and Sarah, daughters of Olwen and Cathy, joined the family business full-time. An office was purchased in Llandudno Junction to support further growth. Long-service awards, pay increases at 3, 7, and 10 years of service, and additional annual leave benefits were introduced.
2015
Care workers were required to register with Social Care Wales. TLC embraced this significant challenge, supporting employees through the registration process and helping them enhance their knowledge and understanding of the vital role they play in supporting the wellbeing of an ageing population.
2017
Following numerous positive inspections, TLC had established itself as a respected employer with high levels of service user satisfaction. As the workforce grew, managers and supervisors were appointed to maintain standards and drive continuous improvement.
2020
The COVID-19 pandemic presented the company's greatest challenge to date. As the importance of the care sector was recognised nationally, TLC continued to deliver essential services. The office team worked remotely while care workers maintained a 'business as usual' approach, wearing full PPE and delivering donated hampers to service users.
2022
TLC expanded into residential care by purchasing Chaseley House Care Home. The aim was to provide a safe, comfortable, and supportive environment for people choosing residential care later in life.
2023
In response to the national social care recruitment crisis, TLC increased its overseas recruitment efforts, successfully managing the challenges of diversity, cultural differences, communication barriers, and regulatory compliance.
2024
TLC continued to grow and invested in new technology and IT systems to improve efficiency and effectiveness. Cameron, Helen's son, joined the business as IT Manager to lead these developments.
2026
TLC reached a workforce of 115 employees. The company continues to strive for excellence, maintain high standards, champion diversity, challenge discrimination, and work towards remaining the largest and leading care provider in the county.
Regulated by Care Inspectorate Wales
TLC is registered with and regulated by Care Inspectorate Wales (CIW), the independent regulator for social care and childcare in Wales. This means our services are subject to regular inspection and must meet rigorous national standards. You can be confident that the care your family receives is professional, safe and quality-assured.