The Third Act: Helen Untiedt co-founder and curator of Perfect Hideaways
The Third Act, as coined by Jane Fonda, is where experience becomes confidence, curiosity deepens and years of learning bring new perspectives. It is a chapter many women enter later in life, arriving with decades of experience, a hard-won sense of self and more to give than the world often recognises.
Helen Untiedt is one of those women.
Co-founder and curator of Perfect Hideaways, Helen Untiedt has spent over twenty years finding, vetting and championing spaces that make life feel better. From rustic off-grid cottages on the West Coast to sun-drenched villas in Puglia and tented camps in the East African bush, she’s built something remarkable from a personal instinct and a refusal to list anything that did not have genuine soul.
Our relationship with Helen began organically. She discovered Evolution Product's fabrics and, in her own words, they stopped her in her tracks. Our panels and cushion covers have since found a home in the Perfect Hideaways Living collection.
We sat down with Helen to talk about what it means to carry a standard for two decades, how she is approaching this next chapter, and why she believes that if you dream big, it will happen.
You built Perfect Hideaways from a personal passion, not a business plan. Looking back, how much of who you are today was already present in that woman who fell in love with Churchhaven, and how much has been shaped by everything that came after?
We didn’t have a plan to run a business like this when we had the children, but when I recognised that we could grow our love of holidaying as a family in beautiful places like Churchhaven, the idea became a reality.
I have always felt that you must start with what you believe in and trust your instinct, trust that you know what people are looking for in a hideaway: nothing but the best location, beautifully curated interiors, a tasteful and personalised sense of ‘home’. You also need to have faith in the people you have chosen to work with.
I realised that I had a passion for sourcing hideaways, and I knew what people were longing for. I was very selective – certain places didn’t make it (beach houses have to be close to the water – those set a few streets back just don’t work). It made it easy for us to go exploring as a family and hunt for new places. Churchhaven is where we started and it’s still at the heart of Perfect Hideaways’ ethos today.
You just know when you arrive at a house with soul. Often the most rustic, off-grid cottage is the most charming escape. It’s the layers of comfort, the nostalgia, the textures that make holidaying there such a joy.
Running something you're personally invested in, visiting every property, carrying the standard yourself, must come with real pressure behind the scenes. How do you cope with the stress of it all, and is there a ritual or a place you return to when things feel like too much?
Over the years, I’ve always surrounded myself with an incredible team of people, so when things get really busy in the business and need my attention, I lean on my team.
The family have always come first and foremost – and I make sure I’m there to acknowledge every celebration and every milestone – it’s my priority. One thing I do every day is speak to my parents in England. Sometimes we do a group call on WhatsApp as we prepare supper at home. The phone sits on the kitchen island and we all just chat.
Your eye for a space, for what makes somewhere feel truly alive rather than simply beautiful, has been your greatest asset for over two decades. What feeds that eye? Has what you look for in a space evolved as you have evolved?
I’ve never followed trends; I follow my heart. My criteria have evolved as interior styles have changed, but the hideaways that ‘speak’ to me and feed my eye are the ones that have a distinct personality. It’s all about the layering, the stories behind each treasure, the art collected over time. It’s about being true to its location – so, Karoo houses tend to have a distinct architectural language that feeds the interior style, and I love that. It’s about the authentic interpretation of colour and nature, and above all it’s about how the hideaway is cocooned by the land and its views. When it all works, it’s a winner. Those are the homes we list.
Today everything is about the art of slow travel and so I’m seeing a sense of nostalgia coming back. We’ve been living like this all along – since those first days when the kids were little and we discovered the joy of a family holiday in a rustic little cottage on the edge of the lagoon at Churchhaven.
Pinebeach House, featured in Perfect Hideaways
Evolution Product and Perfect Hideaways share a special relationship. What is it about Evolution’s products that resonates with you, and what makes them such a natural fit for the beautiful spaces you create?
Evolution’s products are eye-catching – when I saw them for the very first time it stopped me in my tracks. Your fabrics are fabulous. I love the choice of prints, the natural dyes... I love that you’ve curated each piece, that they’re typically South African. As a result, the gorgeous panels and cushion covers have recently been added to our collection at Perfect Hideaways Living. It’s so easy for our homeowners to update their look this way.
Perfect Hideaways is now expanding into new territories and new divisions. At a stage of life where many people consolidate, you are still reaching outward. What drives that?
If you do what you love, it’s not difficult to do it. David and I have decided we want to spend more time travelling. We've realised that we’ve built such a fantastic and reliable team that we can trust them to keep the ship sailing while we are away. For the next 10 years...
When the business, your family, and your own needs are all pulling at once, how do you decide what gets your attention first? Has that changed over the twenty years?
Family always comes first! But no matter how busy I am, I always show up. I don’t let people down and I follow through.
You are now bringing your children into the business. Something you built from nothing. What does it feel like to share that with them, and what do you hope they carry forward that cannot be taught? Have they brought a perspective or energy that has surprised and delighted you?
The kids have obviously been with us since they were very young, so they’ve absorbed everything about the business. David and I will often brainstorm, talk about the business on the road – more about what inspires us, what we enjoy. So, they have started to recognise what works for Perfect Hideaways. Sometimes they tell us they don’t feel the right energy or joy in a place, which always amazes me, but they get it.
Naturally, they’ve got involved in what they do best and I’m seeing them really take their role seriously. And they absorb new technology, which is great for us. It wasn’t the plan that they would step into these roles, it’s just happened as they’ve grown up. As we’ve needed help, they’ve come along on the road… and who’s better to have with you on a road trip than your own family? They’re our biggest supporters. They know what makes us tick.
Is there a routine, whether it's movement, food, or simply rest, that keeps you feeling like yourself inside such a full life?
I take care of myself mentally, nourish myself properly and get enough rest and sleep. Movement is very important to me – we’ve always lived very active lives with the kids. But now that they’re grown up, I’ve turned to yoga, gym, keeping supple. I start my day with a protein and a fresh juice. Blueberries are my go-to snack, and I do raw food for lunch. We love cooking together in the evening, usually a gathering point and the main meal of the day. If I’m really organised, I’ll get something into the Aga in the morning before leaving for work so that it’s ready when we get home.
Val du Lac House, featured in Perfect Hideaways
What do you know now about following the instincts that took you the longest to trust fully, and what would you say to a woman who is still learning to trust hers?
Learn as much as you can about running and owning a business. I continuously read books by inspirational business leaders; I identify the lessons that resonate with the needs of the business or teach me better ways to respond as a leader.
Numbers are my downside, so I’ve had to learn along the way but you must keep evolving and need to surround yourself with people who understand new software and technology. You can’t just believe you know what you’re doing as everything changes every six months.
Being a web-based company, there have been so many areas to learn about, but the bigger your team, the faster you will grow. If something doesn’t feel right, it’s usually your instinct telling you it’s not right. Perhaps it’s my age and that I can draw on previous experience and what has worked but trust your instinct every time: you’re usually spot on. And if you dream big, it will happen.
If this really is the final chapter of this particular career, how are you approaching it differently than you approached the first two? What are you deliberately doing differently this time round?
We’re keeping a tight eye on new software, how we use AI and social media. It’s important to get the right people in place to get things over the line. And I’ve realised that if you sit in the office, you won’t get anywhere. In our business you must get out, network with homeowners and meet new contacts. It changes the dynamic.
If you sat across from the Helen who first walked into Churchhaven and felt something shift, what would you want her to know is coming? And what does success mean to you now, at this stage, compared to then?
Success is an interesting question, isn’t it? I’m in a happy space in my life. We’re very lucky; we’ve got good people around us in terms of family and friends – that is success for me. To just love being at home and being very centred with our feet on the ground. We still love the gritty places but mostly love favourite places in nature. I don’t know that we feel successful… I don’t think you wake up and think ‘I’m a success’. I think it’s more of ‘did that work out?’. And yes, success is thinking ‘I’m in a good space. And yes, we are healthy and strong’. That’s success for me. And when it hasn’t gone well – but you’ve managed to get through it with little damage in between – that’s successful. And having a family that’s doing well. That’s huge. And that my parents are still alive. And that I have siblings that I spend time with. To have all those factors in life is worth the world to me.
Helen Untiedt
Co-founder, Perfect Hideaways
Curator, Perfect Hideaways Living
