In a landscape where healthcare often overlooks the critical transitional period of the early stages of motherhood, Danny Xiang—the founder and CEO of Saint Bella Group—is set to make history with the company’s IPO. Established as the largest postpartum care brand in Asia, Saint Bella has garnered attention for its innovative approach, blending luxury with essential maternal care. As Xiang prepares to unveil this significant milestone, he reflects on his journey, the challenges ahead, and the profound impact he hopes to achieve globally.
Xiang’s journey began eight years ago, driven by a personal mission to support women during the often-turbulent transition to motherhood. “I started this idea purely with the hope of helping individual women when they become mothers,” he recalls. “We wanted to create products and services that would look after them in whatever circumstances they are experiencing.” This vision has led Saint Bella to become synonymous with premium postpartum care, achieving remarkable growth across Asia.
“With this IPO, we hope to extend our services beyond Asia,” Xiang says while in Hong Kong just hours before the news hit the headlines. “We want to benefit mothers around the globe.” His ambition is not just to replicate the model but to adapt it thoughtfully and tailor it with precision for diverse markets, spanning Asia and particularly in the West.
Postpartum care is deeply entrenched in Asian cultures, where it has been practised for thousands of years. “Statistically,60 to 70 percent of new mothers experience some form of depression, yet there is often little support available,” Xiang says. He believes that the profound benefits of full-spectrum postpartum care should not be exclusive to Asian women, but recognised and embraced around the world.
“Communicating this concept effectively to Western audiences is a key challenge,” he admits. “We need to tell our story in a language they understand.” This narrative is essential as he aims to bridge cultural divides and foster acceptance of this transformative care model. Whether through apps, services, or training, Saint Bella provides support in the native languages of each location where the brand has established branches. Communication, after all, is key.
One of Saint Bella’s defining innovations lies in its partnership with luxury hotels—transforming postpartum recovery into a serene, five-star experience. “When we first entered this space, we quickly saw how essential a refined, nurturing environment is to a mother’s emotional healing,” Xiang shares. “We were the pioneers in seamlessly integrating professional postpartum care with world-class hospitality.”
By partnering with renowned hotel brands such as Park Hyatt, Rosewood, and Peninsula, among a dozen others, the Saint Bella experience merges healthcare with lifestyle. “This approach allows us to create an atmosphere of pleasure, combining the best of both worlds.”
As the company prepares to expand its footprint to 200 postpartum care centres within the coming three years, maintaining quality is paramount. “Training is essential,” Xiang asserts. “We recruit directly from universities and have built our own training school to ensure our staff meets the highest standards.” The rigorous training process spans three to six months, ensuring that new hires are well-equipped to provide first-class service. Getting fresh graduates from nursing colleges who are enthusiastic and passionate about providing premium healthcare has set such a high standard and benchmarks that Saint Bella is second to none.
Furthermore, Saint Bella has developed an advanced software-as-a-service (SaaS) system to monitor care quality and mitigate risks. “We have served the most customers in Asia without a single incident of harm to mothers or babies,” Xiang states on record. This commitment to excellence is evident in the overwhelmingly positive feedback from clients, with many expressing a willingness to have additional children due to the exceptional care they received. “There is no greater compliment or reward than a repeat client—it is establishing trust that neither money nor advertisement can buy.”
Xiang’s decision to pursue an IPO is not merely a financial strategy but a means to elevate the brand on an international stage. “We have always been cash-positive and did not require external funding to grow,” he clarifies. “However, this IPO will allow us to expand our reach and educate more people about the benefits of full-spectrum care.”
Xiang plans to channel the IPO proceeds into elevating brand presence and strengthening supply chains beyond Asia—with a focus on the US and Europe. “We aim to establish ourselves as not just a postpartum care company but a comprehensive family care service provider,” he explains. This ambition includes expanding into early childcare and elderly care, creating a holistic ecosystem of services for families.
Acknowledging the global need for more accessible care, Xiang is also advancing Saint Bella’s investment in technology. “We’re developing 24/7 AI-powered agents to deliver real-time support and guidance to women around the world,” he shares. This initiative seeks to bridge the gap for those who may not have access to premium services—ensuring that every woman, regardless of location or circumstance, receives the care and support she deserves.
“Time is the most luxurious thing in this world,” Xiang reflects. “Our mission is to create beautiful memories for families during one of life’s most precious moments.” He hopes that by making Saint Bella’s expertise available through technology, the company will positively influence birth rates and contribute to global population sustainability.
As Saint Bella prepares for its IPO, Xiang remains grounded in the community’s needs. “About 38 percent of our customers come through referrals,” he shares, highlighting the importance of client satisfaction. “We receive letters of gratitude regularly, often from women who express their desire to have more children because of their positive experiences with us.”
This feedback fuels his drive to continually improve. “Every lesson learned from our mistakes has shaped us,” he notes. “If someone said they didn’t like a particular food or if they didn’t find something they were looking for, immediate actions are taken for positive change. Controlling the pace of growth has been crucial; sometimes, you have to act slowly to ensure quality.”
Looking ahead, Xiang’s ambitions stretch far beyond commercial success. “In five to 10 years, we aim to become the world’s most trusted name in family care,” he says with conviction. “Our goal is to support the majority of women giving birth across the globe—not just to build a business, but to create meaningful, lasting impact for families everywhere.”
As he prepares for this new chapter, Xiang remains committed to building a legacy that transcends generations. “Luxury is not just about products; it’s about creating lasting memories and legacies,” he concludes. “At Saint Bella, we aim to ensure that our brand endures, providing care and comfort for families for years to come, at every stage in life, from first steps to last. This, after all, is just the beginning.”
