When New Yorker Kate Hernandez had her baby girl via C-section in 2024, she was so horrified by the lack of care new moms were given that she launched a “white glove” concierge service for postpartum care.
Her service sends personal trainers, IV drips and even beauticians direct to new moms’ doors.
And she’s just one of a growing number of women launching luxury postpartum services — from in-house recovery to postnatal spa-like retreats.
Manhattan-based Boram offers a Postnatal Retreat for parents to rest and recover. And in Charlotte, North Carolina, new moms can take part in Ziva Postpartum Retreat, at the five-star Le Meridien Sheraton hotel — which offers 24/7 baby care, as well as meditation sessions, therapy and massage.
Hernandez told The Post that a chance comparison with her brother pushed her into action.
He’d had laparoscopic surgery on his shoulder and was sent home with a full six months of physical therapy to get back into shape. She’d had major abdominal surgery, but was given no more than Advil and Tylenol and zero physical therapy.
“Why don’t we treat moms like my brother was? It’s a surgery, but for some reason, it’s just, like, ‘Oh, you’re fine. Go take care of this baby,’ ” Hernandez told The Post.
That disparity led her to launch PostParty — featuring anything a newbie, elite mother could need, including specially curated postpartum nutrition delivered straight to one’s house, in-home pelvic floor therapy, and postpartum massage.
“You’re too tired to wash your hair, don’t worry — we got it for you,” Hernandez added.
“The postpartum period is one of the most intense biological, emotional transformations a person can go through, and yet it’s completely unsupported,” she continued.
“Everybody around you is checking in on how the baby is doing. No one’s really checking on mom. That’s kind of the hole that we are trying to fill up.
“I joke that if men experienced the same type of hormonal collapse that we do after childbirth, it would be considered a medical emergency and not a milestone.”
So she decided to create an admittedly pricey service for struggling moms in NYC — bringing tailored care to their door.
Now, it’s evolved into a $99 subscription service with online fitness, physical therapy classes and nutrition guidance, as well as bookable acupuncture, blowouts, beauticians, IV drips and more.
Other luxury new mom services have sprung up.
A seven-night stay at Ziva’s South Carolina retreat clocks in at just under $9,000.
Boram’s retreat charged new moms around $1,400 a night for a stay at the posh Langham hotel — with round-the-clock medical care, foot rubs on demand, and five-star food.
They’ve now pivoted to offering care for women in the home, at slightly more affordable — but still pricey — premiums. Services start from $36 an hour for newborn specialists, and $60 an hour for postpartum doulas.
Mahmee, an LA-based company, has similar services for lactation, nursing and doulas. Partum Health looks at how home visits, in-home lactation support and physical therapy are often standard of care in other countries.
Hernandez defends the cost and importance of “hard-to-find” services here.
“People who show up for new moms in that period postpartum, that mom will never, ever, ever forget it,” she said.
“Birth is considered the finish line, but any mom will tell you that’s definitely not the case. It’s the beginning of this years-long process of recovery, rebuilding, redefining who you are as a person.”
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