Go Home Gorgeous Pampers New Moms Without Leaving The Hospital

When most women think of a postpartum hospital room, I’m willing to bet they don’t imagine a spa. The introduction of a new little one into their life is a special one and it will come with its fair share of stress. Rachel Swardson-Wenham understands how a new mom feels and she made it her business, literally.

Anyone who has had a new baby in Minneapolis recently is likely to recognize that business, Go Home Gorgeous. As a time when everything is about the baby that just came into the world, Rachel is able to give the new mom a reason to relax.

What was your inspiration for Go Home Gorgeous?

My inspiration came from the huge hole in the postpartum market place that leaves many new moms unidentified and floundering. There are many resources for pregnant moms and babies, but the only support for the postpartum period tends to be well-deserved attention for women with postpartum depression. In my case, having had three babies in three years I recognized that while I didn’t fit into the parameters of postpartum depression, I truly wasn’t myself and was in need of calm strength before heading home to tend to the needs of my family. As I began talking to other new moms, and doing focus groups it became immediately apparent that I wasn’t alone in wanting to feel better following delivery.

What does your regular hospital spa visit include?

I had been a medical journalist for PBS prior to being a mother. I am fascinated with the human body and the physiological transformation from pregnancy to a non-pregnant state. Our postnatal body therapy beings by converting the hospital room into a “spa-spital” room with aromatherapy, soft music and soothing lighting. A towel is lightly misted with lavender to provide a relaxing barrier for mom to meditate and rest. The body treatment includes a gorgeous scalp neck and shoulder massager, replacing the lavender towel with a eucalyptus infused steam towel to decrease congestion and encourage deep breathing. The massage travels down the arms and hands. The feet are then exfoliated with a gentle shea butter cased scrub and then wrapped in eucalyptus infused steam towels to further hydrate, bring soothing comfort to those weary bones and reduce water retention. Calves and thighs are massaged to increase circulation-critical in ushering out toxins that can impede recovery. Each service concludes with a parting mediation of “a mother was born today too…”.

Where are your services currently available?

Our signature postnatal body therapy treatments are available in all Minneapolis Metro area hospitals with special pricing and services available at two partner hospitals Fairview Southdale and Fairview Ridges. We are in discussion with other hospitals nationally that have recognized the benefit of our value added services.

What do you think it is that helped make your business so successful?

Being very specific in vision has definitely played a part in our success. Out of the gate many people had suggestions to add things for the baby-because moms always buy for baby, and we were absolutely firm that we would not offer gifts for baby. There is quite enough available for the little darlings born in this century, and yet as a culture and a civilization we have completely abandoned much of the support and celebration that new mothers have relied upon for year and years past. Our clients have responded very favorably to our steadfast focus on their needs.

What do you hope will happen for your company before the end of this year? What are your long term goals?

By the end of the year we will have added 4 hospitals to our premiere vendor roster as well as completed our franchising application process to make it available for nationwide distribution. This May we will have also published the first in a series of educational and witty books to support both moms and dads postpartum. “Congratulations, It’s a …DAD!” comes out this May as a gesture towards supporting the newborn father. It seems that the resources available for Dads tend to focus on sex and money. How much will it cost & when can we do it again? None of which has anything to do with parenting. Marriages with children under 5 have the second highest divorce rate. Couples report being less happy when they have kids-which is also supposed to be the best time of your life. It is my hope that this small gift book for Dads will be a step towards celebrating and guiding them towards a stronger family.

We are actively pursuing a relationship with a major publishing firm to take on the “Go Home Gorgeous Guide to Postpartum Wellness” which I would love to release by the end of the year.

Long term it is our goal to have secured some strong corporate marketing relationships with some existing baby retailers as well as corporations such as P&G that have wonderful products to help moms during their transformation back to “themselves”. As well as have mothers in every major city be able to Go Home Gorgeousâ„¢

How long do you think it will take before we can see a Go Home Gorgeous business opportunity?

I really hope that by fall of 2009 we can start rolling it out as a wonderful franchise opportunity. I am most proud of the opportunity this has presented to many mothers in my community who haven’t worked in many years, or would love to work but can’t because they have children at home. I would love to see Go Home Gorgeous â„¢ as a leader not only in postpartum care but also in supporting mothers/women in business.

Has the recession had any effect (positive or negative) on the growth of your business?

I do believe that it has actually had a positive effect on our growth. People are shopping smarter and with more meaning. Flowers or other disposable gift ideas for new mothers seem wasteful. The health benefits of our services combined with the memorable and lasting impression has served us well. We also have an out reach program that designates 5% of our profits to an internal fund called “Heavens Door” to help support families in the sad event of an end stage loss. Allowing the cautious consumer to give something back while they are getting something is really a very rewarding way to do business.

What lessons have you learned from Go Home Gorgeous?

The biggest lesson is to have complete faith in yourself and your idea. I never set out to “start a company” or be a CEO, I just wanted to see this idea leave the page and be born. It was also so very intimidating when I started this because I knew nothing about business. But as I went along I learned that I could bring people in who did know and needed to know.

What tricks have you found to help you balance your life and business?

Honestly, being able to compartmentalize moment by moment. I would be lying if I didn’t say this has been the hardest time of my life. I was working as a full time nanny, taking care of 9 month old in addition to my own three ages 2, 4 & 6 when I started putting pen to paper to create gHg, back in 08. I launched the company June of 2009 on a Tuesday and that Friday my husband of 7 years ended our marriage. Shortly there after I was diagnosed with, a thankfully mild, cancer. I had every reason in the world to not follow through on this idea. But it truly has been a calling, not a choice. Each moment is just a moment and it does no one any good, not my children, my clients or co-workers, if I tail spin and start agonizing over details that don’t impact me right at that moment.

Do you have any advice you’d like to share with other people that are looking to start a business of their own?

Had I looked before I leapt I never would have had the confidence, the knowledge or the time to create this. And I am so glad that I did. It takes just one good idea, and one person who believes in it to make it happen. Use on line references, learn your market, and farm out to the many talented people in your community to ask for advice and then take it.

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