Meet the Mother of All ‘Moms for Hire’ Mindy Horwitz

Mother knows best, right? Well, some families are giving that new meaning — by hiring “bonus” moms for their college kids. That includes Mindy Horwitz of mindyKnows, a concierge service that helps students at four colleges and universities. To learn more, we spoke to Horwitz and director of marketing Shari Brooks…

Q: When did you first realize there was a need for a “moms for hire”  business?

Horwitz: [In 2018], my son [started school] at a local college in St. Louis, and I joined the parent Facebook page. I would see all the things that the out-of-town parents needed. [The next year], we launched mindyKnows.

Q: What sorts of things are you asked to help with?

Horwitz: Parents often want to celebrate their children’s special occasions — birthdays, finishing a test, getting into a sorority, having a big game — or send them treats ... but searching the internet for local resources is hard, because there’s so many options ... We’re local parents, and we’ve raised our kids here … so the biggest thing that we do is to provide advice for the parents ... We’ll [also] put together special packages and deliver them ... [But] last week, I got a text from a mom who was on a flight to Mexico when she found out her son needed to have his appendix removed. She felt so helpless ... but she knew she had me, and I was able to help answer some questions for her.

Brooks: Mindy’s like a jack of all trades. She’s gotten everything from ‘My grad student’s moving into an apartment, and we just found out there’s bed bugs’ ... to ‘My kids are home for the holiday, and we see the weather at school is below freezing — can you start their car a couple times so the battery doesn’t die?’ She’s even helped new graduates sell their cars ... When that phone rings, you never know what the request is going to be.

Q: Is there anything you won’t do?

Horwitz: Our favorite thing is to be able to say yes. We’re problem solvers ... [But] we don’t iron sheets … We don’t really go into dorms, and we don’t take students to appointments. 

Q: College is where many students learn to be independent. Do you ever worry you’re somehow limiting that growth?

Brooks: We’re not trying to step in, stunt their independence, and infantilize them. We realize they’re off to college, they’re likely 18 [years] or older — they should be independent. What we’re trying to do is fill in any holes on behalf of the parents when needed, because they’re far away and they can’t, for whatever reason, be helpful. 

Horwitz: Our students are independent thinkers, and they navigate their own college experiences. We’re really there for the parents … We think of ourselves like an extended family [member], so they have support when they need it. 

Q: College is already expensive for many students, and this is obviously an added cost. Why do parents find it so valuable?

Brooks: Peace of mind is priceless. If you can have someone that’s a local mom, who’s on the ground [and] there to help you when you need it, that’s well worth the spend. My daughter started school during the pandemic in St. Louis, and I’m in New York. I can’t tell you how challenging it was to not be nearby. I’m not a helicopter or snowplow parent, but knowing there was someone like Mindy who could be of help, I don’t think you can put any value on that.

🏠 In home...

Feeling bold? Think (dusky) pink. Or, greige, depending on who you ask. Meanwhile, as clamshells are making waves, yeehaw core is galloping in.

🍔 In food…

From lab-grown lion burgers to tiger steaks, meet the meats that could end up on your plate. Too wild? Perhaps you’d prefer Panera’s “Roman Empire” menu. Or, stuffed cabbage, which is on a roll.

🙃 In adulting…

Turns out, texting before calling is usually the right call. Speaking of phones, love does cost a thing — at least, on Tinder. And there’s more proof that four-day workweeks can get the job done. We’ll raise a “thirsty girl mocktail” to that.

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Here are today’s recs to help you live a smarter life…

1. The most dramatic season of “Bachelor in Paradise” yet. 

We’re talking love triangles, former Bachelorettes, a surprise wedding, and so. much. more. Stream the premiere on Hulu now and watch new episodes Thursdays at 9/8c on ABC.*

2. A fan-heater hybrid for anyone who’s always cold (but also sweats).

This Dyson device is the stuff of temperature-controlled dreams. It’s got a chic, minimalist design and two quiet-but-powerful airflow modes. Even better? Skimm’rs can get $100 off right now.*

3. Savings on super soft, sustainably made socks.

This woman-founded brand’s socks are made with an Earth-friendly blend of organic and recycled materials. They come in tons of styles and fun, bold colors, in gender-neutral, inclusive sizing. Plus, Skimm’rs get 30% off with code SKIMM.*

4. A luggage set with everything you need to get there in style.

Wherever ‘there’ is. This brand’s all-in-one bundle has you covered whether you’re a new traveler or frequent flier. PS: It’s on serious sale for a limited time only.*

*Slams laptop shut until Monday.* We know the feeling. And we’ve got some tips for escape.

Another weekend, another stacked lineup of NFL and college football games. Whether you never miss your team’s game or you’re just looking to see if a certain celeb is on the bleachers, there are plenty of ways to get in a state of play. Here’s the game plan…

• Assemble a watch party. Today’s roster consists of all things college football: Expect eyes (and sunglasses) to be on coach Deion Sanders and the Colorado Buffaloes as they take on USC. Later, don’t miss LSU vs. Ole Miss and Notre Dame vs. Duke. Tomorrow, tune into the NFL’s must-see matchups, including the Miami Dolphins vs. the Buffalo Bills and the Kansas City Chiefs vs. the New York Jets. 

• Huddle up for flag football. If the goal is to get in on the competition, grab your friends and head to your backyard or local park. Appoint two captains, pick a clever team name, and run for the end zone.

• Score big with tailgating games. Kan Jam and Spikeball are worth adding to the play-by-play. But if you prefer something less active, consider cornhole, giant Jenga, and other lawn games. Or, pour one out for beer pong or flip cup — safely, of course. 

• Don’t pass on the snacks. Kick things off with some touchdown-worthy treats, including caprese salad kabobs, baked mozzarella sticks, buffalo chicken deviled eggs, and loaded nachos. To take it to the next level, whip up some homemade guac, cowboy caviar, or queso fundido. You could also make it a team effort with a potluck.