Ameet Kotecha: Why Team and Culture Defines Everything

By Ameet Kotecha, Founder & Managing Director, Boutique Care Homes

Skills can be taught. Procedures can be documented. Compliance can be measured.

But genuine care? That comes from people who truly want to be there.

I've always believed you can't train someone to care. Either they see residents as individuals who deserve dignity, warmth, and respect, or they don't. That's why at Boutique Care Homes, culture isn't something we manage. It's something we live.

Values That Mean Something

As we expanded from one home to four, I needed to capture what made us different. Not for a branding exercise, for clarity. What was that warmth families felt when they walked through our doors?

We listened to colleagues, residents, families, and the wider community. Their feedback shaped our BOUTIQUE values:

Belonging – You're loved as part of our family Openness – Transparent care where you're heard and respected United – A family creating something extraordinary together Trust – Relationships built on respect Involvement – Empowering you to live life your way Quality – At the heart of everything Uniqueness – Celebrating you as an individual Embrace – Our ethos: A warm, loving family where everyone feels at home

These guide daily decisions. How teams interact with residents. How we support families. How colleagues treat each other. They're not wall decorations—they're lived experiences.

People First, Always

I look for heart when hiring. Technical skills matter, but they're trainable. Character isn't.

During the pandemic, one of our Home Managers was battling Covid herself but still phoned daily to check on residents. She couldn't be there physically, but she made certain everyone was safe and cared for. You can't script that kind of dedication.

Recently, when another manager got married, the team brought the celebration to the care home. A resident who'd been with us from the start walked her down the aisle and gave a speech that left everyone in tears.

Those moments reveal culture. They happen because of who people are, not what their job description says.

When hiring, I ask: Does this person share our vision? Will they see residents as individuals, not tasks? Do they understand this is about creating a home where people feel valued?

Get the people right, and everything else follows.

Everyone Looks Out for Everyone

We operate as one team—activities, care, housekeeping, management all working together. This isn't abstract philosophy. It's how things actually work.

When housekeeping notices a resident seems unusually quiet, they tell care staff. When activities coordinators see someone struggling with mobility, they loop in the care team. Information flows freely because everyone's focused on the same goal: residents' wellbeing.

Visitors frequently mention they feel welcomed into the Boutique family immediately. That's not manufactured politeness. It's genuine warmth that exists because our team genuinely cares.

Recognition Matters

Passion fades if contributions go unrecognised and growth opportunities don't exist.

We've embedded recognition into daily operations. A "thanks" app where colleagues celebrate each other. WOW Cards for exceptional care moments. Team recognition awards highlighting outstanding contributions.

We also invest in internal talent through upskilling programs and career development. I'm constantly impressed by the projects and qualifications our colleagues pursue. Many of our best ideas come from team members—insights I wouldn't have without their input.

Our team retention sits at 98%. When people feel valued and supported, they stay and do their best work.

What Residents Actually Experience

Residents don't experience policies. They experience people.

They experience culture when a team member sits down for a chat instead of rushing through tasks. When someone remembers their favourite song. When genuine connection replaces institutional routine.

Culture transforms a care home into a home. It makes families look forward to visits. It gives residents purpose, not just routine.

Every Boutique Care Home inspected by the CQC has earned Good ratings across all categories—safe, effective, caring, responsive, well-led. But I'm prouder of what those ratings represent: exceptional people empowered to do exceptional work.

What Actually Matters

Policies, procedures, and compliance form the baseline. They're not the destination.

Great care happens when you hire people who genuinely care, build culture around shared values, recognise contributions, and create growth opportunities. That's when residents thrive, families trust you, and teams stay.

Care isn't about what you do. It's about how you make people feel. And that starts with the people doing the caring.

For more information about Boutique Care Homes, visit www.boutiquecarehomes.co.uk.

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