Against the backdrop of new global research revealing the intense mental and emotional labour carried by mothers, Minet Kenya hosted an exclusive Mother’s Day celebration for members of its Blooming Mums Club at a Nairobi Hotel. Held under the theme “Chic and Cherished – A Mother’s Day Reawakening,” the event brought together more than 80 mothers for a day of pampering, gifting, entertainment, and deep conversations around motherhood and self-empowerment.
Launched in 2019, the Blooming Mums Club is a unique maternity assistance program that provides targeted support to expectant and nursing mothers. Designed in response to data drawn from Minet-managed corporate schemes, which showed that maternity-related concerns are among the leading reasons for hospital visits, the initiative reflects the company’s commitment to customer well-being and proactive health interventions.
“At Minet, we understand that beyond physical wellness, mental and emotional health are vital for thriving families and workplaces, and we go beyond our core business to create experiences that affirm and uplift,” said Carolyne Nekesa, Head of Marketing, Minet Kenya.
The Saturday event came on the heels of sobering data from a University of Melbourne study published in December 2024, which found that mothers shoulder 71 percent[i] of the household’s mental load — the invisible yet essential “thinking work” required to keep a family running. This includes everything from managing school schedules and meal planning to organizing family activities and overseeing household budgets. This cognitive household labour, though often overlooked, significantly impacts women’s emotional and mental well-being.
A separate earlier study commissioned by an American juice company equated motherhood to working 2.5 full-time jobs or approximately 14 hours a day, seven days a week[ii], demonstrating the intense time and energy investment that motherhood demands.
The highlight of the day was a panel discussion titled “Owning Your Power: Mothers in Bloom,” which brought together psychologists, working mothers, wellness coaches, and health professionals to explore the realities of modern motherhood and the tools needed to reclaim personal power and balance.
Panelists discussed the mental load borne by mothers and the societal expectations that perpetuate gendered labour in the home. They emphasized the importance of setting boundaries, practicing self-compassion, and building supportive communities. Attendees shared personal stories of burnout, breakthrough, and vulnerability.
The session included a wellness break that sought to promote mindfulness, time management, and leveraging support networks, providing the mothers with actionable strategies to take home.
Beyond the thoughtful conversation, the celebration lived up to its promise of rejuvenation. Guests enjoyed massage treatments, beauty experiences, a gourmet brunch, and specially curated gift hampers.
As it grows, Minet Kenya has expanded the Blooming Mums Club to include mental health support, financial literacy sessions, and maternal health check-ins throughout the year. These additions build on the program’s foundational purpose, which is to ensure healthy, blossoming Mums through meaningful, data-driven interventions.
“We are proud of the impact we have made so far,” said Nekesa. “But we know the journey doesn’t stop here, and that is why we are constantly evolving to meet our clients’ needs in a way that is holistic and forward-looking.”
Related Content: Chic & Cherished: Minet Kenya’s Heartfelt Celebration Of Motherhood
