This nanny agency finds yoga trainers for the kids of the ultra-rich



Charlotte and Lucy Boulton started their tailor-made nanny agency after their employers told them they needed babysitting with a particular skill set.

Lunachild collective

Children of the rich and powerful can have a hard time growing up.

Whether their parents are Hollywood royalty, billionaire entrepreneurs, or former world leaders, wealthy children can expect to follow in their mother’s or father’s footsteps.

The wait isn’t just on the kids. More than 75% of parents want a nanny who offers skills in addition to traditional childcare, believing it’s never too early to start giving, according to a 2015 survey by payroll service Nannytax. give your child the opportunities they need to be successful later in life.

Fortunately, if your kids need more than someone to just take them to school, cooks, and babysitters, there is a growing market for nannies with more varied resumes.

To meet the growing demand for talented babysitters, sisters Charlotte and Lucy Boulton launched LunaChild Collective, a premium nanny agency specializing in placing dynamic nannies with unique skills.

Every nanny registered with Lunachild is fully trained in the UK and has at least two years of childcare experience, but she is also hired by parents around the world for their ability to provide healthy dinners, yoga classes and schooling for Their children.

“They might want someone who is a yoga teacher,” Charlotte said. “Fluency in Mandarin is also becoming very trendy, they want their children to be educated and have as much exposure to learning as possible. There are also vacancies for skilled skiers, tutors and personal assistants.”

Business is booming in the bespoke childcare industry. In 2015, the Channel 4 documentary “Too Posh to Parent” showed how entrepreneurs bet on setting up agencies for wealthy families to find people who will potty train children for five figures.

Charlotte and Lucy said their business was running because UK childminders were well regarded both internationally and in the UK. In an effort to bring multi-talented nannies to a larger market, the company is launching yoga workshops for industry gatekeepers and plans to open a nanny school in Boston to train future recruits in the United States. United.

“It could be horseback riding or rock climbing,” she said. “We will always try to find the right fit for the family.”

The company was first launched in March 2016, and the Boulton sisters have already amassed a database of 115 nannies who have worked with everyone from bankers at the biggest investment firms to Hollywood types. “We recently worked with one of Martha Stewart’s people,” Charlotte told Business Insider.

The sisters joined forces after Lucy, a professional nanny for nine years, decided to incorporate yoga classes into her schedule while looking after a family in Boston, USA.

“As a qualified yoga instructor, I started to integrate yoga and

in the daily routine of the children I took care of because I knew how much it could help, ”said Lucy. “The change in their overall well-being and behavior was amazing and LunaChild Collective was born.

baby yoga

Qualified yoga instructors are among the most popular types of nannies with very wealthy parents today.

Allgord / Shutterstock

A typical nanny can make between £ 350 and £ 1,000 a week with the agency, but first there is a rigorous interview process. “We’re going to go through all the resumes first, pick the ones that we think are right for us, and then Lucy grids them in an interview,” Charlotte said.

When a childminder is approved, her contact details are shared with a potential family. “All payments and employment contracts are agreed between the client and the nanny,” Charlotte said. Once the fees are agreed, Lunachild takes around 20% of the salary.

There are vacancies with families all over the world, from Epsom to Dubai, and the most popular attributes are a passion for healthy eating and teaching yoga to children. “Yoga is very popular, especially for parents with more finicky or fussy children,” Charlotte said. “It’s a not too forceful and very calming activity.”

For the most part, the jobs offered are live. Duties can include anything from preparing meals to helping with homework, arranging the wardrobe and managing a busy schedule of piano and ballet lessons. Charlotte also added that temporary childminders for family vacations are a regular request. “The other day we had a Swiss family who wanted someone who can ski, so they can take the kids out during the day,” she said.

While the benefits of working in luxurious vacation destinations are clear, helping to train the global elite of tomorrow comes with its own set of challenges that are unique to Lunachild clients and can be difficult to overcome.

“Most nannies have a horror story or two,” said Lucy, who recalls being kicked out of a Miami hotel with her assigned family after parents brought in kosher meat and kitchen appliances. in their hotel room and asked him to cook for the children.


Lucy Boulton started working with families in the UK, Ireland, Switzerland and the US in 2008.


“Obviously the smoke detectors went off,” she said. “It was quite embarrassing. The family only ate kosher, but didn’t seem to be interested in restaurants in town. They were also given an entire suitcase full of kosher meat after airport security. Some of the more families rich like to push their luck. “

Charlotte added that some of the nannies may be “overwhelmed” by the security measures some families have at home. Last year, the company assigned a nanny to a family in China, but the childminder turned down the offer after learning that she and the children would be surrounded by 24-hour security personnel.

“If you’ve never worked with VIP families before, being immersed in this environment can seem quite intimidating,” she said. “There is a lot more at stake.”

The hours can also be trying. Many Lunachild clients with young children and newborns have multiple childminders – a daytime nanny and a nighttime nanny, “who sometimes have training in sleep therapy,” Charlotte said.

But for Lucy, the similarities between the moderately wealthy Britons she first worked for and her more recent ultra-wealthy clients were most striking.

“My first high-level job was in Switzerland, and I couldn’t believe how down to earth and normal the whole family was,” she said. “Once you got past all the extra staff and glamorous homes, the parents were very normal and low maintenance, and the kids were awesome.”

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