Fiona Jones, the Founder of Berkshire Lifestyle Concierge, understands what it is to be part of the ‘Sandwich Generation’. In middle age we can often feel squashed between the responsibilities of caring for our children, working, maintaining a home and supporting our parents as they age. Whilst helping her own mother in later life, she realised there were many other families that were also struggling with managing all their responsibilities, especially if they lived at a distance from their parents. She also recognised that there was a gap between clients and the adult social care system, particularly when elderly people are aging alone. Her approach is collaborative and empathetic, providing practical as well as emotional support to her clients. The key to her success has been building relationships so she almost becomes one of the family!