Hiba Siddiqui: The Innovative Founder Of London’s New Luxury Postpartum Wellness Retreat On Motherhood And Entrepreneurship.
Photo Courtesy Of QUARTZ PR London/The Tenth Wellness
One of the most powerful parts of speaking with incredible entrepreneurs and mothers is hearing how often motherhood becomes the catalyst for a bold new beginning, frequently leading them into entrepreneurship. It’s a transformative time, one that lifts, reshapes, and strengthens. Many mothers have shared that it made them braver. In our latest conversation, Hiba Siddiqui echoed this sentiment, saying that becoming a mother gave her the clarity to create something she really wanted for herself.
She is the incredibly accomplished founder of The Tenth, a luxury postpartum wellness retreat based at The Mandarin Oriental in London’s Hyde Park. Designed to help new mothers recover, rest, and transition into motherhood during the critical early days postpartum. The all-inclusive retreat provides 24/7 baby care, personalised wellness therapies, expert-led parenting education, and mental health support, all tailored to individual needs. From a role as CCO at Threads Styling, Commercial Director at Farfetch.com, working directly with the CEO of Gucci in Milan, and a background in investment banking, Hiba knows more than a thing or two about running and growing a business.
The journeys of other women serve as a constant source of inspiration. There’s such deep joy in sharing stories of how motherhood has not only transformed and empowered them, but also sparked the creation of more than just businesses - true communities where women uplift and support one another.
Hiba’s determination and focus created just that. Through The Tenth, she’s redefining postpartum care and showing that from challenge comes change. Her story is a powerful reminder that for many women, motherhood doesn’t dim ambition - it fuels it.
By Alice Codford
ON MOTHERHOOD
Alice: Do you feel that motherhood has changed you? In what ways do you think it has?
Hiba: More than anything, becoming a mother allowed me to truly come into my own. It gave me the confidence to question the status quo and embark on a path that allowed me to realise the full extent of my ambition and dreams. Had I not become a mother, I wouldn’t have looked at the world with a sense of anything is possible. Motherhood made me braver—it gave me the clarity and drive to take the plunge into entrepreneurship and to create the career I truly wanted for myself.
But beyond ambition, motherhood has softened me in ways I never expected. It forced me to let go of my need for immediate validation and control. Before, I was used to tackling challenges with a clear sense of progress and achievement - metrics I could measure. But motherhood doesn’t come with a feedback loop. There are no instant reassurances that you’re doing a good job, no milestones that tell you you’re getting it right. You pour everything into your child, and the outcome won’t fully reveal itself for years. That shift - learning to do my best without external validation—has been one of the biggest internal changes for me.
It has also made me more present. I’ve had to learn to prioritise the things that truly matter, to set boundaries, and to be intentional about the life I’m building - not just for myself, but for my son and the world he’ll grow up in. In that way, motherhood hasn’t lessened my ambition; it has refined it, made it more purposeful, and given me a deeper sense of fulfilment.
Photo Courtesy Of QUARTZ PR London/The Tenth Wellness
Is motherhood what you expected? And what part of it has been most unexpected?
Hiba: I thought I was prepared - I was used to tackling challenges head-on, and I assumed maternal instinct would just kick in. But I couldn’t have been more wrong. The biggest shock was how, in the West, all attention shifts to the baby, leaving the mother almost invisible in the process. I hadn’t anticipated how much support I would need, or how hard it would be to find it.
What I also didn’t expect was the sheer number of hats I would have to wear as a mother - caregiver, teacher, role model, protector, organiser… the list goes on. Society sells women the idea that we can “have it all,” but the truth is, you have to pick and choose. You can have it all, just not all at the same time. It took me two full years to find my groove again, to reintegrate the different parts of myself into one cohesive person. The identity crisis was the most unexpected part - realising that my sense of self had shifted, and figuring out how to build a version of my life that included the things that mattered most. And just when you think you’ve found your footing, a new stage of motherhood comes along and shakes everything up again. Every phase brings new challenges and new feelings of inadequacy. For me, the biggest lesson has been letting go of the pressure to be perfect, focusing on doing the best I can each day, and being intentional with the time I have with my son.
At the same time, what I did expect - but didn’t fully appreciate until I became a mother - was the overwhelming love I would feel for my son. The sense of completeness, of things finally falling into place, of a kind of love so deep it reshapes your entire world. I knew motherhood would change me, but I didn’t realise just how much I would want that change. That, despite all the challenges, I wouldn’t trade this experience for anything.
“I knew motherhood would change me, but I didn’t realise just how much I would want that change. That, despite all the challenges, I wouldn’t trade this experience for anything.”
What has been one of the most difficult points of motherhood for you? Were you able to overcome it, and if so, how did you navigate through that challenging time?
Hiba: The hardest part was the identity shift - realising that the person I was before motherhood no longer existed in the same way. I went through a phase of trying to do everything, to prove to myself that I could keep up with life exactly as it was before. But I was stretched too thin, trying to balance it all without making space for myself to adjust to this massive life change. It took me time to understand that I had to recalibrate, to decide what I truly wanted to carry forward and what I was okay with letting go of. Now, I’ve embraced that life will be a series of seasons. Some seasons will be for career growth, some for family, some for personal development. The key has been to accept that I can’t do it all at once - and that’s okay.
What has been one of the highest points of motherhood for you so far? Are there any particular moments or experiences that stand out?
Hiba: The small, quiet moments of connection - the ones that remind me that, even on the hardest days, I am my child’s safe place. There’s no greater feeling than seeing my child turn to me for comfort, for reassurance, for love. It’s those fleeting moments - tiny hands wrapped around mine, the sleepy "I love yous" at bedtime - that feel like the greatest wins.
After a particularly tough day of juggling parenting, work, and life in general, what do you do to recharge or unwind? What helps you find some calm amidst the chaos?
Hiba: I’ve had to become more intentional with my time - when I work, I work; when I’m with my family, I try to be fully present. But on the tough days, I remind myself that I need time to reset, too. Sometimes that means a quiet evening to myself, sometimes it’s something as simple as a long shower with no interruptions. It’s less about grand gestures of self-care and more about carving out small, non-negotiable moments to breathe.
Have you found it easy or challenging to maintain your friendships since becoming a mother? And have you made any new mum-friends along the way?
Hiba: Friendships take more effort after becoming a mother, but I’ve also found that the friendships I do have feel deeper. The people who matter understand when you’re absent for a while and are there when you finally come up for air. I’ve also built new friendships with other mothers who just get it - who understand the exhaustion, the constant mental load, the need for a quick coffee catch-up that doubles as therapy. Those connections have been invaluable.
Photo Courtesy Of QUARTZ PR London/The Tenth Wellness
It is a fact that women often feel a loss of identity after becoming a mother. Did you experience this?
Hiba: Absolutely. It’s one of the hardest things about motherhood that no one warns you about. You go from being your own person to being someone’s entire world overnight. It took me a long time to figure out how to reconcile the different versions of myself - who I was before and who I am now. I had to stop trying to "bounce back" to a life that no longer fit and instead build a new version that felt more complete, more intentional.
“Postpartum recovery should be a given, not a privilege. The Tenth is my way of rewriting that narrative—of creating a space where women feel empowered, supported, and prioritised during one of the most vulnerable yet transformative times of their lives.”
What are your must-have products that you found the most useful, that you always recommend to new mums?
Hiba: I always say: don’t underestimate the little things that make you feel held and a bit like your old self in those early days. A rich, hydrating face cream like Augustinus Bader’s The Rich Cream, cosy socks to stay warm, a silk pillowcase and sleep mask to make even broken sleep feel restorative, and smart tools like the Snoo and Nanit monitor are all game-changers. But honestly, my number one recommendation is a solid support system - whether that’s professional help, family, friends, or postpartum care like The Tenth. Don’t be afraid or ashamed to ask for support in whatever form you need. That’s not indulgent - it’s essential.
What advice or words of wisdom do you want to share with other mothers that you wish you knew before having children?
Hiba: That there’s no manual. No matter how much you prepare, there will be moments when you feel completely lost. And that’s okay. It’s not about getting everything right; it’s about showing up every day and doing your best. Give yourself grace. You don’t need to be everything to everyone all the time. Pick what matters most in each season of life, and let the rest go.
ON ENTREPRENEURSHIP
Can you tell me what your typical day looks like?
Hiba: No two days ever look the same, which is both exciting and chaotic! Mornings start early with my son - getting him ready for the day and soaking in those moments before the demands of work take over. Once I switch into work mode, my time is split between overseeing operations at The Tenth, refining our strategy, and ensuring we’re constantly evolving to provide the best experience for mothers. That might mean checking in on guests at the retreat, meeting with partners, or diving into the details of our expansion plans.
I’m also a night owl - burning the midnight oil has always been my way of working, and my investment banking days trained me for that kind of late-night productivity. It actually works in my favour now because it allows me to be fully present with my son when it matters, and then dive into work wholeheartedly at night when I can give it my undivided attention. My days are about balance - switching between motherhood and business - but my evenings? That’s when I can go all in with zero distractions.
Photo Courtesy Of The Tenth Wellness
Tell me about the moment that got you thinking of building The Tenth?
Hiba: The idea for The Tenth was born out of my own postpartum experience. I went into motherhood feeling overconfident - both as a driven individual used to tackling challenges head-on and because society had led me to believe that maternal instinct would just kick in. I quickly realised how wrong I was. What shocked me most was how, in the West, the entire focus shifts to the baby, leaving the mother invisible in the process.
I needed support - physically, emotionally, and mentally - but I realised that the infrastructure simply didn’t exist. I knew postpartum recovery was prioritised in other cultures, but even knowing that, finding the right care and support in London felt like an uphill battle. The more I spoke to other mothers, the more I saw the same gap. We spend so much time preparing for birth but so little time preparing for what comes after. That’s when the idea struck: What if there was a place where new mothers could go after birth? A space where they could rest, recover, and build confidence in caring for their newborn? From that moment, I couldn’t shake the idea, and The Tenth was born.
“The fact that postpartum retreats are now emerging is a step in the right direction, but we still have a long way to go in making postpartum support accessible to all women, not just those who can afford it. True change will come when postpartum care is treated as essential, not a luxury.”
I sense that The Tenth means more to you than just a business venture, why is that?
Hiba: The Tenth isn’t just a business - it’s a deeply personal mission. It was born from my own struggles navigating the postpartum period and the realisation that the care new mothers need simply isn’t readily available. I feel strongly that women need to be set up to succeed as they undergo the most significant transformation of their lives, yet the mechanisms and infrastructure don’t exist in the West. That needs to change.
Postpartum recovery should be a given, not a privilege. The Tenth is my way of rewriting that narrative - of creating a space where women feel empowered, supported, and prioritised during one of the most vulnerable yet transformative times of their lives.
Although starting a new business from scratch can be equally stressful as it is exciting, did starting a business venture during motherhood give you a different sense of purpose?
Hiba: Absolutely. Motherhood gave me the confidence to question the status quo and create something entirely new. If I hadn’t become a mother, I don’t think I would have taken the leap into entrepreneurship. But once I experienced firsthand how broken the system was, I felt this deep responsibility to do something about it.
At the same time, motherhood forced me to reassess what truly mattered to me. It gave me a deep sense of purpose beyond just professional success - it became about impact. The Tenth was never just about building a business; it was about filling a gap that I knew, firsthand, desperately needed to be addressed. Becoming a mother made me more fearless, more determined, and more intentional about the kind of legacy I want to leave.
Your impressive background includes CCO at Threads Styling, Commercial Director at Farfetch.com and a senior management role at Gucci. I would say you earned an incredible and vast amount of experience from these roles. Did they prepare you to become a founder?
Hiba: Without a doubt. My experience at Gucci, Farfetch, and Threads gave me an invaluable foundation - commercial acumen, an understanding of luxury service, and how to build and scale a brand. But my investment banking roots also played a key role, giving me a strong foundation in financial prudence, strategic decision-making, and how to think commercially at all times.
Working directly for the CEO of Gucci in Milan gave me a firsthand understanding of what it takes to run a business—how to prioritise, how to make both big and small decisions with confidence, and how to lead with a clear vision.
But no matter how much experience you have, nothing fully prepares you for the weight of building something from scratch - the constant problem-solving, the emotional investment, and the reality that every single decision rests on you. That’s been the biggest shift - moving from a leadership role to being the one responsible for everything.
Did you feel supported by the people around you when you launched the business?
Hiba: Yes and no. I was fortunate to have family and friends who encouraged me to take the leap and believed in the vision from the beginning. Their support meant everything in those early days.
One of the biggest blessings in this journey has also been the incredible team of talented women I’ve been able to recruit from the very start. While being a sole founder comes with a real mental load, having a close-knit team who deeply believe in our mission has made all the difference. It meant that even on the hardest days, I’ve never truly felt alone in this - and that’s something I don’t take for granted.
That said, launching something as niche as a postpartum retreat hasn’t been without challenges. It’s a completely new category in the UK, and I’ve had to push against a lot of scepticism. There were moments when I felt like I had to convince people that mothers deserved this kind of care. But ultimately, that just reinforced how needed The Tenth was. If the idea of dedicated postpartum recovery was unfamiliar to so many, then that was exactly why it had to exist.
“Now, I’ve embraced that life will be a series of seasons. Some seasons will be for career growth, some for family, some for personal development. The key has been to accept that I can’t do it all at once—and that’s okay.”
Did you experience mum guilt when you started working on the business? How did you cope with this?
Hiba: Of course - mum guilt is unavoidable. But I’ve learned to reframe it. Instead of seeing it as time away from my son, I remind myself that I’m building something for him. I want him to grow up seeing his mother chase her dreams, create impact, and redefine what’s possible.
It’s also been important to me to explain to my son what I’m building and why. It means everything when I hear him proudly telling his classmates about my business or celebrating my wins. It reminds me that I’m showing him, firsthand, what it means to pursue something meaningful.
I’ve also had to accept that balance doesn’t exist - some days, I feel like I’m excelling as a mother but falling behind in business, and other days, it’s the opposite. The key has been letting go of perfection and focusing on being fully present in whatever moment I’m in.
What are the pros and cons of being a mother and an entrepreneur at the same time?
Hiba: When I’m plugged in, I’m hyper productive - every pocket of time counts, so I’ve learned to operate with extreme efficiency. The truth is, being a founder means you’re never really off. There’s no tidy start or end to the day, and you’re constantly connected. But the beauty is: I own my time. I can structure my day in a way that lets me switch between roles - founder and mother - fluidly. Some hours are full-on strategy and team calls; others are spent doing school pickup or sitting with my son while replying to emails. Working from home when I can also helps me feel close to him, even on the busiest days. For me, it’s less about achieving balance and more about integration - finding a rhythm where both parts of my life coexist without hard boundaries. That flexibility is what keeps me going and allows me to show up fully in both worlds.
Do you find it hard to switch off work at the end of the day? Any tips on how to help with this?
Hiba: Absolutely. When you’re building something you’re deeply passionate about, it’s always on your mind. But I’ve learned that true balance doesn’t come from trying to split my time evenly - it comes from being fully present in whatever I’m doing. When I’m with my son, I make sure I’m really with him. When I’m working, I give it my full focus.
I’ve also leaned into the way I naturally work best. I’m a night owl, so I use my evenings to dive into deep, uninterrupted work. That actually makes it easier to be present with my family when it matters most. Setting boundaries - like carving out time for my son’s bedtime and making space for myself - has helped create a rhythm that works for me, rather than trying to force a traditional work-life balance.
“Had I not become a mother, I wouldn’t have looked at the world with a sense of anything is possible. Motherhood made me braver—it gave me the clarity and drive to take the plunge into entrepreneurship and to create the career I truly wanted for myself.”
Have you had any mentors along your career and business journey?
Hiba: I’ve been lucky to have mentors at different stages of my career - former bosses, colleagues, and fellow entrepreneurs who have guided me along the way. The biggest lessons have come from those who have been through the founder journey themselves - because no one truly understands the highs and lows of entrepreneurship like another entrepreneur.
What are some of your favourite achievements in your business so far that you're particularly proud of?
Hiba: Seeing the first mothers walk through the doors of The Tenth and witnessing the shift in their mindset - that has been one of the most rewarding moments. Many arrive exhausted, overwhelmed, and unsure of what to expect, but by the time they leave, they tell us, “I wish this had existed when I had my first baby,” or “I never knew postpartum could feel this way.” That transformation - helping women see that the postpartum experience doesn’t have to be as dire, isolating, or exhausting as we’ve been conditioned to believe - is exactly why I started this.
Another moment that stands out is securing The Mandarin Oriental as our partner. Convincing one of the world’s most prestigious luxury hotel brands to take a leap with us - to push the envelope and redefine postpartum care - was a milestone in proving that this kind of support belongs in the mainstream. It wasn’t just about luxury; it was about creating a new model for how we care for women after birth, a model that could challenge the status quo. Seeing both mothers and institutions expand their minds to a different way of thinking about postpartum recovery, and to be part of that shift, is something I’m incredibly proud of.
How do you see The Tenth Wellness in a few years’ time? Is expansion something in the works?
Hiba: Absolutely. The vision has always been to create something that isn’t just a one-off retreat but a full ecosystem of postpartum support - whether that’s more locations, digital offerings, at-home care, or a range of targeted products. We’re just getting started.
Photo Courtesy Of QUARTZ PR London/The Tenth Wellness
Postpartum retreats and services are expanding massively. Do you think Western society is catching up on care for women post-birth? How far behind do you think we are compared to other cultures that prioritise women's wellness during such a pivotal time?
Hiba: Western society is slowly catching up, but we’re still far behind. In many cultures, postpartum care is an established tradition - the first 40 days are dedicated to rest, recovery, and nurturing the mother. In the West, mothers are often left to figure it all out alone.
The fact that postpartum retreats are now emerging is a step in the right direction, but we still have a long way to go in making postpartum support accessible to all women, not just those who can afford it. True change will come when postpartum care is treated as essential, not a luxury.
That means corporate policies that support new mothers, insurance coverage for postpartum services, and more affordable, scalable solutions that reach a broader cross-section of society. Right now, we’re just scratching the surface—but I hope that with time, we see postpartum care woven into the very fabric of maternal healthcare, rather than something women have to fight for.
“The Tenth was never just about building a business; it was about filling a gap that I knew, firsthand, desperately needed to be addressed. Becoming a mother made me more fearless, more determined, and more intentional about the kind of legacy I want to leave.”
ON HER STYLE SINCE BECOMING A MOTHER
Has your personal style changed since becoming a mum? If so, how has it influenced the way you dress?
Hiba: Honestly, it hasn’t - and that’s been a very intentional choice. I don’t believe your personal style has to change just because you become a mother. Fashion has always been a form of self-expression for me, and maintaining that part of myself has helped me stay connected to who I was pre-motherhood. I still love playing with different aesthetics - whether it’s classic, minimalist, a Gen Z moment, or something more playful. If anything, motherhood has made me double down on the things that bring me joy - and getting dressed is one of them.
What is your go-to outfit for every day? Any particular pieces you wear on repeat?
Hiba: My day-to-day look totally depends on my mood. On one day, I might be in polished, tailored trousers, a great knit or a crisp shirt, and a blazer. The next, I’m in baggy jeans, a hoodie, trainers, and a leather jacket. I love mixing it up. Some staples I wear on repeat include jeans from Citizens of Humanity, outerwear from Nour Hammour, Totême, or Max Mara, flats from The Row or Chanel, and trainers (all types). I love the understated elegance of brands like The Row, Khaite, and Totême, and I always finish a look with gold jewellery - it pulls everything together without trying too hard.
Whose wardrobe would you love to raid? Do you have any style icons?
Hiba: Rosie Huntington-Whiteley for that clean, timeless polish. Gaia Repossi for her masculine tailoring and modern edge. And Camille Charrière - she nails that effortlessly cool, Paris-meets-London off-duty style that always feels current but never try-hard. I love how all three of them bring such distinct, confident energy to their looks.
Have you received or gifted yourself something special to commemorate the birth of your child?
Hiba: I’ve probably gifted myself far more than is appropriate to commemorate the birth of my child - and honestly, every milestone since! Jewellery, shoes, and bags are my biggest weaknesses, so there’s definitely been a healthy accumulation on that front. It’s my little way of celebrating the chaos and the beauty of motherhood - because why not?
What is on your shopping list right now?
Hiba: Another pair of the new Miu Miu retro gym trainers in the multicolour colourway - they feel really fun for spring. I’m eyeing a new Nour Hammour leather jacket (the cropped one with that amazing shape), and I’m on the hunt for The Row tassel loafers in chocolate brown. I have them in black and missed the boat on the brown pair, so now it’s a full-blown mission to track them down.
What is your go-to handbag for everyday?
Hiba: The Row Margaux 17 - it’s structured, elegant, and holds everything without being bulky or flashy. When I need something super easy and versatile to run around in, I still love the Loro Piana L19 - it’s understated, beautifully made, and just works with everything - or the Alaia Teckel bag for when I’m feeling more creative.
Let’s talk a bit about beauty—has your skincare routine changed since becoming a mother? What skincare products or treatments do you recommend?
Hiba: Skincare has definitely become more of a priority since becoming a mum. I wear less makeup these days, and that shift has come from a deeper sense of internal confidence, so I’ve really focused on keeping my skin radiant and healthy. Hydration, brightness, and looking awake are my main goals. Lately, I’m obsessed with Dr Skin Collagen and IS Clinical—their products are incredible - and I swear by facials with Minimal by Hadda. She’s an absolute godsend.
What makeup products do you swear by daily?
Hiba: I love a minimal but polished routine. NARS Eye Brightener, Cle de Peau concealer, Westman Atelier blush for that fresh pop of colour, Hermes bronzer, which gives the nicest glow, and Dior Skin Foundation Stick for when I want a bit of coverage. For lips, I live in Summer Fridays lip balms paired with Makeup Forever lip liners - just the easiest, prettiest combo.
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