Turning a Vision into Thriving Communities: Reflections on Boutique Care Homes at Five
As Boutique Care Homes celebrates five years of providing exceptional care, Carl Roberts, Associate Sales and Marketing Director, sat down with the senior leadership team to reflect on their journey. Joining Carl were Ameet Kotecha (Founder and Managing Director), Andrew Mangion (Operations Director), Priya Bhayani (Quality Director), and Jodie Pike (Associate HR Director). Together, they discussed the vision that sparked Boutique’s creation, the challenges they’ve faced, and the moments that have defined their success as they continue to build vibrant, thriving communities where residents and team members alike can flourish.
Reflecting on the Start
The Boutique Care Homes story began with a personal mission to create something extraordinary. It wasn’t just about building care homes but about crafting environments where residents could thrive. For Ameet, this vision came from his own experiences, leading to a heartfelt commitment to redefining care.
Carl: Ameet, what inspired you to create Boutique Care Homes, and how did you define your vision?
Ameet: “Boutique Care Homes grew from many conversations about the urgent need for more and better care homes for our ageing population. Like many others, I grappled with the reality of my parents growing older and the importance of planning for their future, as well as my own. While visiting care homes, I saw some truly exceptional places and thought, ‘Why not create more of these, and even better ones?’ From the beginning, it was important to us that our homes felt like warm, loving communities where everyone is valued and nurtured. Although we didn’t formalise it in words at the time, we wanted each home to have a special feeling the moment you walked through the door.”
As the organisation grew, the team’s focus remained on staying true to its original vision while evolving to meet the needs of residents, families, and communities. For Priya, this balance has been essential to Boutique’s success.
Carl: Priya, what parts of the original Boutique Care Homes vision have stayed the same, and what has changed?
Priya: “Since its inception, Boutique Care Homes has remained steadfast in its core vision while embracing growth and change. Our family-centric culture has been the foundation of everything we do, and as we’ve expanded, we’ve ensured these values remain at the forefront. Initiatives like the Life Enrichment Programme enhance residents’ wellbeing through tailored activities, music therapy, and community sessions, while our refreshed branding authentically reflects our identity. This year, we introduced a bold new website featuring imagery exclusively from our homes and launched careers marketing that celebrates our ethos with the tagline ‘Keep Doing What Makes You Happy.’ Together, these steps reinforce a culture where both residents and team members feel empowered and valued.”
For Jodie, the journey has been one of surprises, growth, and deep connections that she never could have anticipated.
Carl: Jodie, did you ever imagine the journey would unfold as it has over the past five years?
Jodie: “Looking back, it’s incredible to see how far we’ve come. Our vision to create warm, luxurious homes with a family feel has become a reality, though the path wasn’t always predictable. Navigating challenges like a global pandemic and adapting to the unique needs of every resident, family, and team member tested us. Yet, these moments revealed our true strength. The resilience and compassion of our team have been extraordinary, and the connections forged within our homes—among residents, families, and the wider community—have become the foundation of our success. Every thoughtfully designed home, compassionate act, and resident’s smile reflects what we’ve achieved together, and I’m excited about the opportunities ahead.”
Proud Milestones
Five years on, Boutique Care Homes has grown into a nationally recognised name. This journey has been marked by moments of pride and milestones that reflect the organisation’s core values of excellence and care. For Ameet, one such milestone stands out above all others.
Carl: Ameet, which achievement are you most proud of, and why?
Ameet: “Winning the Best Small Group Provider award at the National Care Awards was an incredibly proud moment. To be recognised by peers in the industry—who understand just how challenging it is to run a care group—as the best in the country was a tremendous honour. Beyond the award itself, it has inspired our team to continue raising the bar in every department across our homes. It’s a moment that celebrated what we had achieved while motivating us to strive for even greater excellence.”
Andrew reflects on how Boutique’s approach to care has evolved, moving away from traditional caregiving to a model that empowers residents to lead more independent and fulfilling lives.
Carl: Andrew, how has your approach to care evolved, and what milestones reflect that?
Andrew: “When I started in the care sector, I believed in doing everything for residents, but I soon realised that encouraging independence was just as important. At Boutique Care Homes, we’ve designed facilities and systems to support residents in retaining as much independence as possible. Moving away from task-driven care, we focus on engaging and enabling our residents, embracing positive risk-taking to help them live fuller lives. This evolution has shaped not just how we operate but also the way we design our homes and train our team.”
For Priya, the success of Boutique Care Homes lies in the deep connections forged with residents, families, and local communities.
Carl: Priya, how have connections with residents, families, and communities shaped your success?
Priya: “Our ability to create that special feeling of inclusion is what sets us apart. Visitors often tell us they immediately feel part of the Boutique family when they walk through the door, and that connection is a testament to our warm and welcoming team. From local partnerships with schools and nurseries to events that integrate our residents with the community, we’ve built homes where residents thrive, not just survive. These relationships are the heartbeat of Boutique Care Homes and have firmly established us as the home of choice in our communities.”
Navigating Challenges
Success doesn’t come without challenges, and Boutique Care Homes has faced its share. From scaling the organisation to navigating the global pandemic, these moments have tested the team’s resilience and reinforced their commitment to excellence. For Ameet, growth itself has been a transformative challenge.
Carl: Ameet, what has been the most transformative challenge, and how did you turn it into a success?
Ameet: “Each stage of growth and every new home brought unique challenges, transforming Boutique Care Homes with each addition. One of the biggest hurdles was formalising our ethos and values to ensure everyone understood our vision and their role in making it a reality. Turning something as intangible as a feeling into words took time, but it was worth every effort. We listened closely to feedback from colleagues, residents, families, and our wider community, which proved invaluable. Their insights helped us refine our values and embed them across everything we do. By involving everyone in this process, we not only got it right but strengthened the very fabric of our culture.”
For Andrew, the Covid-19 pandemic was the most testing period, presenting challenges no one could have foreseen.
Carl: Andrew, what unexpected challenge taught you the most and led to improvements?
Andrew: “Covid was by far the most testing of times. While we were prepared for a pandemic, no one could have anticipated the scale of its impact. However, it was also a time when teamwork and mutual support were at their strongest. Relationships with residents and families grew closer despite the restrictions, as we found new ways to connect and support each other. Getting through such a difficult period showed us the power of collaboration and strengthened our resolve to overcome any obstacle together.”
For Jodie, challenges have brought the team closer, reinforcing a culture of trust, openness, and shared purpose.
Carl: Jodie, how have challenges brought your team closer and strengthened your culture?
Jodie: “Relationships are at the heart of our success. We all genuinely respect and trust each other, which makes challenges easier to navigate. Having an open culture means that during tough times, we can reach out for support and appreciate each other’s expertise. Managing unexpected challenges forced us to adapt quickly and work together even more closely. These moments build resilience and reinforce our commitment to continuous improvement, ensuring we grow stronger as a team.”
The People Behind the Success
At the heart of Boutique Care Homes’ success is its people—residents, families, and the dedicated team that brings the vision to life every day. For Ameet, building meaningful relationships has been central to the organisation’s journey.
Carl: Ameet, how have your relationships with residents and families grown over the years?
Ameet: “Building strong relationships has always been a priority. From the moment someone steps through our doors, we focus on creating trust and connection. I’ll always be grateful to the residents and families who placed their faith in us during our early days, when we were a new and unknown group. Over time, I’ve loved hearing updates on families and seeing the impact of the special moments we create, from summer barbecues to festive celebrations. These ‘magic moments’ become cherished memories for residents, families, and even myself—they’re what make this work so rewarding.”
For Priya, the dedication of the team sets Boutique apart. She shares how a culture of collaboration and growth fosters a unique environment for residents and team members alike.
Carl: Priya, what makes your team stand out, and how have you supported their growth?
Priya: “Our team is defined by its strong ‘one team’ approach. Collaboration across all departments—from activities and care to housekeeping and management—creates a relaxed, welcoming atmosphere that enriches residents’ lives and builds strong bonds within the team. By focusing on recognising and nurturing internal talent, we ensure our team feels supported and valued. Initiatives like upskilling programs and career development opportunities bring out the best in everyone. This retention-focused approach has been key to creating a culture of trust, stability, and shared purpose.”
Andrew shares a personal story that illustrates the deep connection between residents and the Boutique team—a connection built on care, respect, and shared experiences.
Carl: Andrew, can you share a story that shows the connection between your team and residents?
Andrew: “There are so many moments that stand out, but two come to mind. During the height of the pandemic, the Home Manager at The Burlington was seriously ill with Covid and struggling to breathe. Yet, she called every day to check on the residents, ensuring they were okay. On a happier note, our manager at Chartwell House recently got married, and the team recreated the wedding at the home. One of our first residents walked the manager down the aisle and gave the most heartfelt speech. Moments like these truly highlight the depth of connection within our homes.”
For Jodie, keeping the team’s passion aligned with Boutique’s values is key to sustaining this culture of excellence.
Carl: Jodie, how do you keep your team’s passion and commitment aligned with your values?
Jodie: “Aligning the team’s passion with our values starts with clear communication and meaningful engagement. It’s about hiring people who share our vision and fostering a sense of ownership in their roles. We regularly share stories that illustrate how our values are lived out, whether it’s a resident’s success, a team member’s outstanding contribution, or feedback from families. Initiatives like our ‘thanks’ app, WOW Cards, and team recognition awards celebrate these moments, reinforcing the importance of our values. Giving the team the freedom to make decisions and celebrating their successes ensures they remain committed and passionate about what they do.”
Looking Ahead
As Boutique Care Homes looks to the future, the team remains committed to growing its impact while staying true to its core values. The next five years present exciting opportunities and challenges, and the senior leadership team is optimistic about what lies ahead. For Ameet, the focus will be on welcoming more residents into the Boutique family while navigating recruitment challenges and rising costs.
Carl: What do you see as the biggest opportunities and challenges in the next five years?
Ameet: “I’m most excited about welcoming more residents and families into our Boutique family. There’s so much to learn as we continue to grow, and I believe seeking feedback and staying proactive is essential to making things even better for our residents, families, and colleagues. Of course, challenges like rising operational costs and recruitment pressures will require careful navigation. But I have absolute confidence in our team’s ability to overcome these hurdles and continue to thrive.”
Andrew highlights the importance of balancing growth and innovation while staying true to Boutique’s people-first ethos.
Andrew: “We have exciting plans for steady growth, with new locations already secured. Recruitment will always be a challenge in this sector, and remaining the employer of choice is key to our success. I believe our honest ethos and strong values will continue to set us apart. While embracing innovation, especially in areas like AI, we must always ensure we retain the human touch. Boutique Care Homes is, at its heart, a people-first organisation, and that will never change.”
For Priya, the focus will be on meeting the increasing demand for high-quality care while embracing technology to enhance operations and care delivery.
Priya: “The biggest opportunity lies in meeting the growing demand for high-quality care home services. Many older facilities are no longer fit for purpose, and there’s a real need for homes that provide exceptional care in a modern, welcoming environment. However, the challenge comes with the increasing competition in some of our locations. We’re confident that our offering—both operationally and aesthetically—is second to none. Technology, particularly AI, will play an increasingly important role in enhancing our care and operations, and continuing to embrace this will be critical to staying ahead.”
As the team looks further ahead, they reflect on their aspirations for Boutique Care Homes’ 10th anniversary.
Carl: What is the one goal you’d like to achieve by your 10th anniversary?
Ameet: “I’d like for everyone, in each of our homes, to be able to say that they feel part of a warm and loving Boutique family, that they truly do feel at home in our care homes. Because that, to me, is the most important goal for us every day.”
As celebrations come to a close on Boutique Care Homes fifth anniversary year, the reflections shared by the senior leadership team underscore a journey defined by vision, resilience, and heartfelt dedication. From creating warm, vibrant homes to navigating challenges with compassion and innovation, their story is a testament to what can be achieved with a shared purpose.
With ambitious plans for the future and an unwavering commitment to their values, Boutique Care Homes is poised to continue making a profound difference in the lives of residents, families, and communities. The next chapter of this remarkable journey promises to be just as inspiring.
