In the ever-evolving landscape of luxury services, few sectors have been as transformative as postnatal and maternal care. At the forefront of this revolution is Saint Bella, a pioneering brand group dedicated to providing high-net-worth individuals (HNWI) with a unique and luxurious experience during one of life’s most significant transitions: the arrival of a new child.
The driving force behind this revolution is Danny Xiang, the company’s founder and CEO, whose blend of elite academic credentials and entrepreneurial grit reads like a modern legend. A quintessential “golden child” by any measure, Xiang’s trajectory has been extraordinary.
At 18, Xiang received admission offers from seven world-class institutions, ultimately choosing Oxford, where he fast-tracked and completed a master’s degree in Biomedical Engineering by 23. From there, he launched a successful career in finance with UBS, and was swiftly promoted to director of UBS Asia’s Healthcare Investment Banking division. It was during this period that he identified untapped potential in the wellness consumer market. Never one to shy from bold decisions, the tenacious visionary walked away from the security of a lucrative banking career in 2017 to pioneer China’s postpartum care centre industry—a niche he would redefine through entrepreneurship.
In a mere seven years, Xiang has steered Saint Bella to become Asia’s largest and fastest growing postpartum care and recovery group, expanding its footprint to nearly 80 high-end locations across more than 25 cities worldwide. Leveraging its unique asset-light business model, the company has achieved rapid year-on-year growth. Based on revenue growth rates from 2021 to 2023, Saint Bella is also the fastest-growing large-scale postpartum care and family wellness group in China.
We spoke to the company’s visionary founder, Danny Xiang, who shared exclusive insights with Robb Report Hong Kong into the ethos behind Saint Bella, its innovative approach, and the future of maternal care.
“What makes Saint Bella a unique solution for HNWI customers?” ignited the conversation as we began, eager to understand Saint Bella’s positioning within a competitive market. Xiang responds, “Traditional confinement centres have often been austere and lacking in the comforts that modern clients expect. You couldn’t even take a shower. You can’t have coffee, you can’t wash your hair, you can’t have air-conditioning—the list is long! The restrictions filtered down from years of tradition but lack of scientific support. We are bringing in a scientific approach, a modern maternity solution that integrates high-quality lifestyle services into the maternal experience.”
Saint Bella’s humble beginnings can be traced back to 2017, when Xiang established the mother-and-baby care brand to help families across the region, alongside a comprehensive nursing care training system. In the early stages of his entrepreneurial journey, Xiang faced significant challenges while attempting to revolutionise postpartum care in luxury hotels. Initially adopting a “light-asset” model, he sought partnerships with high-end establishments, only to encounter repeated rejections from hotel executives who found his innovative approach too unconventional. Undeterred, the enterprising founder leveraged his prestigious academic background and investment banking experience to persistently engage decision-makers, ultimately securing a pivotal partnership with Park Hyatt Hangzhou.
Simultaneously, Xiang tackled the industry’s biggest flaw: undertrained staff. By creating a rigorous nursing training system, he set a new benchmark for professional and high-quality care. By integrating his services within luxury hotels, he not only reduced investment costs but also elevated the overall experience, laying the foundation for Saint Bella’s success.
Indeed, Saint Bella has distinguished itself by collaborating with some of the most luxurious hotel groups in the world, such as Waldorf Astoria, The Peninsula, and Four Seasons, among a host of other top-tier hotel and resort brands familiar to a global vernacular. This strategic partnership allows the company to leverage the hotels’ exceptional facilities, creating a bespoke environment for their clients. “We’re not just renovating confinement centres; we’re reimagining the entire experience,” Xiang explains. “Postnatal care was mostly inherent in hospitals and clinics, all very sterile and cold. We want the first month of maternity and paternity to be warm, comforting, and without worry.”
Saint Bella’s commitment to quality is evident in its rigorous training programmes for staff. “Unlike traditional centres, we’ve built a training school, collaborating with MIT professors to develop a world-class syllabus,” Xiang explains. “Our caregivers aren’t just trained—they’re certified to the highest global standards.” In a field where quality care shapes maternal and infant well-being, this commitment is transformative.
In an age where technology plays a pivotal role in enhancing customer experience, Saint Bella has not shied away from innovation. The integration of artificial intelligence is simply going to be the next inevitable step: “We launched an AI platform that uses disruptive technologies to transform the traditional service model. Our AI agents can assess daily requirements and provide solutions according to individual needs.”
The potential for AI to enhance maternal care is, in a word, staggering. “Imagine being able to proactively offer customers the support they need based on the data they provide—even before she feels she needs the help,” the founder proposes, breaking down the path for holistic care. “This level of personalised care is what makes us truly exceptional. For example, if a new mother has a restless night, by the time she wakes up, our staff would be prepared to ensure that she is well-rested for the following night – whether it’s sleep optimisation, dietary adjustments, or holistic wellness support. Whatever her predicament, we will have a solution ready on standby.”
Over the subsequent years, under his visionary leadership, the company experienced substantial growth, strategically integrating upstream and downstream industries through targeted investments and acquisitions. This approach facilitated the creation of a holistic family care ecosystem, along the length and breadth of industry, an all-encompassing one-stop venture that can care for someone from first to last breath. Saint Bella’s offerings extend beyond just maternal care; they encompass a complete and comprehensive approach to family wellness. “We don’t just provide care for new mothers; we offer long-term value for families,” Xiang explains.
As the founder articulates his—and, in essence, the company’s—vision, it is clear the ambition and potential of Saint Bella has no bounds: “We aim to create a seamless experience that meets the diverse needs of our clients. It’s about nurturing not just the mother, but the entire family unit, from the stage of planning a baby to postpartum care. We’ve even broached elderly care, especially in countries with an ageing population. Wellness at every stage of life stems from extensive research and constant development.”
Up to now, the company has successfully established a portfolio of renowned brands, including Saint Bella, Baby Bella, Bella Isla, Guanghetang, S-bra, and more. Its business spans multiple sectors such as maternal and infant care, family parenting, nutritional products, and even beauty treatments designed specifically for new mothers. Through the strategic development of a diversified brand matrix, the group has built a comprehensive family care service system that covers the entire lifecycle—from pregnancy and postpartum recovery to infant care for children aged zero to three, and even elderly care. This approach not only meets the diverse care needs of different families but also sets a benchmark in the industry. The growth model of Saint Bella is now being studied and emulated by the industry.
As the brand expands internationally, navigating cultural differences becomes crucial. “We are aware that postpartum care varies significantly across cultures,” he notes, as what is commonplace in Asia may seem entirely alien in a foreign market. “In Western societies, our approach may be novel, but we are blending the ancient wisdom of postpartum care that is deeply rooted in Asian traditions with Western sensibilities to create a seamless, globally relevant experience. We’re even phrasing it differently as ‘baby honeymoon’ in the US,” making it more palatable to a Western customer base unfamiliar with the ancient concept of such extensive, deep-rooted postnatal care.
At its core, Saint Bella offers more than just care—it delivers peace of mind. “We’re not just providing services; we’re creating lasting memories and stories,” Xiang says. “Bringing a baby into the world should be joyful, not exhausting. In 2025, why should new parents endure stress, sleepless nights, and no time for self-care? We have the means to change that.”
Looking ahead, Xiang shares his ambitions for the growth of Saint Bella. “Our goal is to continue to select high-quality targets globally to open new stores in the next decade,” he says, revealing a strategic plan in the works. “We want to serve 100,000 customers annually and gradually incubate six to seven retail brands related to the industrial chain, each with a scale exceeding US$100 million. Ultimately, we aim to establish a brand incubation system and replicate a brand group similar to LVMH within the family care industry.”
To achieve this, the company is focused on harnessing technology and data to enhance their offerings further. “We envision a future where AI tools can provide tailored solutions for every aspect of maternal care,” says Xiang, noting that health tech is the next frontier to embrace within maternal care. “We are building a robust database that will allow us to anticipate client needs and offer proactive support.”
In an era where consumers are increasingly aware of sustainability, Saint Bella is also committed to eco-friendly practices. “We prioritise sourcing sustainable products and implementing environmentally friendly practices,” the founder stated. “Our clients expect luxury, but they also care about the impact of their choices on the world.”
Despite its successes, the maternal care industry faces significant challenges, particularly in the regulatory landscape. “One of the biggest hurdles we encounter in several countries is the lack of government support for private maternal care services,” the founder laments. “In many places, the focus is heavily on public services, which makes it difficult for private enterprises to thrive.” Instead, the founder advocates for a shift in policy: “We need governments to recognise the importance of maternal care as an essential service and support its growth. Insurance coverage for maternal-care services should be standard, allowing more families access to high-quality care.”
As Saint Bella expands, Xiang stays ahead by analysing socio-economic trends. “Market research drives our growth—we target regions with strong spending power and rising demand for luxury services. Our customers are guiding our next moves, with cities like New York, London, and Singapore topping the list. Instead of chasing the market, the market is coming to us.”
This data- and customer-demand-driven approach has allowed Saint Bella to strategically position itself within lucrative markets. “In first-tier cities like Hong Kong, the potential for growth is significant,” the founder notes, mentioning that there are already five locations in Hong Kong where the company has branched out. “We are focusing on areas where we can make the most impact and build a loyal customer base.”
When asked what luxury means to them, he succinctly articulates not just his, but essentially the company’s philosophy: “Luxury is about time and experiences. It’s about creating moments that families will cherish forever. Our mission is to elevate those moments and help families embrace the beauty of new beginnings.”
In this light, luxury is not merely a product or service; it’s a philosophy that permeates every aspect of Saint Bella’s operations. “We are building a legacy, one that will pass down through generations,” the founder reflects. “Our first customers are now starting families of their own, and we want to be there for them every step of the way.”
“We are excited about the future,” Xiang concludes with palpable enthusiasm for what it holds. “Our mission is to ensure that every family experiences the joy of welcoming a new life with love, care, and unparalleled support. This is just the beginning.”
