Initially founded as a business consultancy for the care sector in 1991, Black Swan has evolved into a care home provider and now manages 22 care homes across East Anglia, 10 of which are in Norfolk, supporting nearly 750 people.

Its high-quality care has been recognised by the Care Quality Commission (CQC), with all its homes rated as good or outstanding, including three outstanding-rated homes in Norfolk.

The Charter of Values is a big part of this success and includes five points, as well as the mantra: “We cannot replace your home, but that should never stop us from trying.”

Taking a person-centred approach to care is an important element of the charter.

“No two residents are the same, so why should their care be?” said Richard Lain-Smith, head of marketing at Black Swan Care Group. “Through ongoing close communication with residents and........

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