Ultra-wealthy families in California are increasingly employing extensive household staff, including personal chefs and "family assistants," to manage the day-to-day responsibilities of raising children. This trend sees parents investing significant sums, with one San Diego couple reportedly spending $250,000 a year on a team dedicated to their two children.
Christine Landis, CEO of Peacock Parent, explained that this approach allows her more time to be "fully present" with her children by offloading tasks like bath time and bedtime stories to her live-in full-time family assistant, personal chef, and housekeeper. Her company advocates for this as an intelligent strategy for achieving work-life balance.
Beyond traditional nannies, "family assistants" are taking on a broader range of duties. These roles can include managing household logistics, running errands, and direct childcare, freeing parents to focus on what they perceive as quality time. The luxury parenting industry has also expanded to include specialized services such as baby chefs who prepare gourmet infant purées, high-end potty training consultants, and even coaches to teach children to ride bicycles.
Services like potty training consultations can range from $600 to nearly $5,000 for multi-day programs, while bike-riding coaches may cost over $400. Professionals who assist with packing for summer camp can charge $125 per hour.
Seth Norman Greenberg of the household-staffing firm Pavillion Agency stated that the demand for such services is at an all-time high. He attributed this to the economy generating more millionaires and billionaires, leading to a greater need for household support. Emma Grede, co-founder of Skims and Good American, also utilizes a team to help raise her four children, describing herself as a "max-three-hour mum." She views this as intentional time management, ensuring that logistical support allows her to focus on meaningful moments with her children.
Landis acknowledged past uncertainties about children's emotional attachments, particularly when a child expressed affection to the nanny. However, she affirmed that such concerns have subsided, emphasizing the irreplaceable nature of the parent-child bond and asserting that her children are unequivocally aware of her role as their mother.