New York World's Top Destination; New York Stats

Britain’s ‘crucial’ New York link is world’s most popular route – meaning you could wait longer for a pizza than a flight to the Big Apple

More than 3.6 million passengers have flown from Heathrow to New York over the last year as it continues to be the world’s most popular transcontinental route, figures out today show.

Flights between the two cities are so frequent that you would often wait longer for a pizza, a train or maybe even a cab. March saw an average of one departure an hour during the day and one every 15 minutes during peak evening hours.

Waiting times across the airport are also down. Heathrow passengers get through security in under five minutes 99 percent of the time and last month’s average time for returning bags fell to just 30 minutes from the last one being unloaded off the plane.

Heathrow’s most popular route is essential for international business and tourism, linking the world’s two financial capitals. But as the UK’s only hub airport, Heathrow is the premier stop-off point for Americans flying on to Europe, India and the Middle East just as it is for Brits living across the UK.

The key distinction between a hub airport like Heathrow and point-to-point airports like Stansted is that long haul flights are sustained through ‘feeder’ planes that bring in passengers from around the globe. This makes Heathrow’s 180 destinations economically viable, since seats would not be full if used just by Londoners.

While travellers come to Heathrow from across the UK, domestic flights from Heathrow have declined due to capacity constraints, with carriers choosing more profitable routes.

But as one of the most competitive and profitable around, six major airlines operate flights to New York every day from London – American Airlines, British Airways, Continental and United Airlines (now merged), Delta, Kuwait Airlines and Virgin Atlantic.

Improving business confidence is reflected in business travel between the two financial centres. A total of 758,000 business passengers travelled the route during 2010. The latest figures from MergerMarket suggest that a total of 4,107 cross border M&A deals were announced in 2010, up approximately 34% on 2009

But whether it’s a shopping trip to Macy’s or Bloomingdales or a stroll through Central Park (which is bigger than Monaco), New York is also popular with leisure travellers. Around 9.7 million of the 48.7 million people who visited New York last year were international visitors and of a good proportion of those are British. Around 80 percent of flyers between London and New York are leisure travellers.

With the upcoming royal wedding, however, the tables are set to turn as London gets ready for an American invasion with thousands of US tourists expected to fly into London.

Sir Richard Branson, president of Virgin Atlantic, said:

“The London to New York route is a very special one for Virgin Atlantic, as the airline was launched with our very first commercial flight to Newark back in 1984. As a business route it has been crucial in connecting two of the world’s most important business hubs, and as a leisure route it has enabled British and American holidaymakers alike to enjoy the culture and excitement of the respective cities.

“Twenty-seven years on this remains our strongest route, with five flights to ‘the Big Apple’ a day operating out of Heathrow. We look forward to welcoming many thousands more passengers onboard in the coming years and to helping business and tourism flourish.”

Andrew Crawley, British Airways’ commercial director, said:

“New York has long been a vital destination for us and it’s no surprise that it has become the most popular long-haul route in the world from our home hub of Heathrow. From a BA perspective, it’s benefiting from our joint business with American Airlines and Iberia. Customers now have more options to suit their schedule or budget and the ability to mix and match prices and flights. With fourteen flights a day we effectively offer a transatlantic shuttle service on the route. It’s a winning combination and proving extremely popular with our customers.”

Frank Jahangir, Delta’s vice president of sales, said:

“The London Heathrow and New York route is the leading business route on the transatlantic and was actually the first flight that Delta operated from Heathrow following the EU-US Open Skies agreement in 2008. Access to Heathrow is a key priority for Delta and the popularity of the route means that after just three years we now fly three times daily with lie flat beds in our business cabin between the two great financial centres of the world.”

Colin Matthews, chief executive of BAA, Heathrow’s owners, said:

“New York is Heathrow’s top route. Family ties and friendship, trade and tourism link our two great cities. London is also a staging post for many Americans travelling to Europe and the Far East and it’s our goal to ensure Heathrow is the preferred hub against stiff competition from Europe and the Middle East. Passenger surveys show that investment in Heathrow is paying off in improved service and we look forward to welcoming visitors over Easter and the royal wedding.”

Colin Stanbridge, chief executive of London Chamber of Commerce and Industry (LCCI) said:

“The importance to the UK of trade with the United States cannot be underestimated. They are our largest global trading partners and we are their biggest investors. LCCI issued ATA Carnets – passports for goods – for use in America with a total document value of over £800m between April 2010 and March 2011. Trade with the United States is a vital facet of the UK economy.”

Danny Lopez, Interim CEO, London & Partners said’:

‘The London – New York connection is extremely important to the capital as the USA remains the largest investor and inbound visitor market for the city. London is already the world’s most visited international destination, and as we look forward to the exciting events of the next two years, including the Royal Wedding, the Queen’s Diamond Jubilee and the Games in 2012, we expect to see even more visitors coming from the USA whether it be for work, study or pleasure.’

NEW YORK TRIVIA

New York City was the U.S. capital from 1789 to 1790

More than 47 percent of New York City’s residents over the age of 5 speak a language other than English at home

According to Crain’s New York Business, the average sale price of an apartment in Manhattan during the Q4 of 2007 was a $1.49 million.

The Federal Reserve Bank on New York’s Wall Street contains vaults that are located 80 feet beneath the bank and hold about 25 percent of the world’s gold bullion.

Some Yellow Cab stats (source: Time Out New York)
Yellow Cabs are yellow because John Hertz, the company’s founder, learned from a study that yellow was the easiest color for the eye to spot. This is also why signs at Heathrow have black text on a yellow background.

Average trip: 2.74 miles
Number of trips per hour: 2.69
Average net income per hour: $20
Number of licensed drivers: 48,220
Total trips per day citywide: 503,969
Total fare-box yield per day citywide: $5,555,741.00

WOMEN’S TENNIS NO.1 CAROLINE WOZNIACKI REVEALS HER SECRET TO BEING UPSTOPPABLE

The ‘Princess of Tennis’ announces partnership with COMPEED® to maintain ultimate performance on and off the court

12th April 2011, Monte Carlo: Caroline Wozniacki showcased her unstoppable skills in an exhibition match at the ATP Monte-Carlo Rolex Masters yesterday, before a whirlwind wardrobe change into her favourite heels to announce her role as ambassador for COMPEED®, leaders in innovative blister remedy products.

One of the most common athletic injuries, a blister can have a significant impact on the performance of an athlete. With two WTA titles to her name already this year, and a growing profile as a global fashion icon, Caroline has made blister prevention and foot care a priority for the 2011 season in order to ensure she can continue to be unstoppable both on and off the court.

“As a professional athlete I’ll always be prone to blisters, particularly during the hot summer weather. But I don’t let blisters hold me back,” Caroline explained in Monte Carlo. “I’m dedicated to my career and this season, am focused on working hard to hold onto my number 1 position. But that hard work shouldn’t stop me having fun too. I’m going to be working with COMPEED® to show women around the world that with the right foot care, blisters don’t need to stop you doing what you love.”

Through her partnership with COMPEED® Wozniacki will be launching the new Extreme Blister Patch. Designed to support busy, active lifestyles and fit seamlessly into sport, professional and fashion footwear, the new COMPEED® Extreme Blister Patch provides 20% more cushioning* thanks to the unique quilted design in the central zone of the patch. This new product, alongside with the rest of the COMPEED® blister range stays in place whilst doing intense sports activities and is resistant to water to help ensure that Caroline and active young women stay unstoppable at the moment of truth.

Neil Dickenson, Franchise Director, Compeed said: We’re excited to introduce the World’s best female tennis player Caroline Wozniacki as our new COMPEED® ambassador. Caroline has established herself at the top of the game of tennis by achieving excellence, whatever the circumstances. We like to think that in its own way, COMPEED® strives to achieve excellence in product performance, enabling people to ignore blisters and go on to achieve their goals both on and off the playing field – be it in the gym, the boardroom or even the dance floor! We feel that Caroline is the perfect person for us to work with to showcase this.”

For more information on COMPEED® Blister Patch, Blister Extreme, the partnership with Caroline Wozniacki and find out how you can be unstoppable visit www.compeed.com

Raw Skin Food Spa at Ivo Venturi.

World renowned Beauty Medi Spa Owner Ivo Venturi, with over 30 years experience in the spa industry has welcomed Award Nominated 100% Allergen Free Ethical skincare brand, Raw Skin Food into its chic medi spa, situated in the opulent Knightsbridge opposite Harvey Nichols, on Sloane St.

As someone with a history of  bad skin in the past I am very careful with what I put on my skin. I once read that a women puts over 200 chemicals on her face a day. Do we really need all of these chemicals in our skin products? No, we don’t. And why put alcohol in them, it dehydrates! This is why I am now such a fan of Raw Skin Food. I had an Avocado facial and it looked like I was wearing very good foundation.  They now have a life long fan. I just can’t complement them enough.

Raw Skin Food’s Founder, Ethical Beauty Entrepreneur & Vegan Raw Foodist, Clare Eluka, is proud of the partnership with the spa:
‘This truly is the future of contemporary spa and treatments. Our ethos is sumptuous, healthy and ethically sound. By using living natural ingredients present in our products including Mangoes, Brown Rice and Cocoa in their rawest and freshest form, our clients will experience the truest and purest epitome of ‘Raw Skin Food’. By being a leader of the new school of spa, women and men can look to us for 100% Allergen Free treatments that will only enhance the natural beauty from the outside in by eating, drinking & applying fruit & veg to the skin.’

The beauty products are hand made, not tested on animals and don’t have any chemicals in them. They are so pure that you can actually eat them! So if you want to treat yourself and go to the spa, do, but if not; then definitely try their products. They are reasonably prices and worth every penny.

5 Sloane Street, Knightsbridge, London, SW1X 9LA

 

Kate Middleton; How To Catch Your Own Prince. Jerramy Fine Tells All.

1) How excited are you about the Royal Wedding.

Are you kidding? I live for this stuff. To me, royal nuptials are this heady concoction of ancient tradition, modern-day romance and fairy tale magic. (Not to mention that I have been fascinated by England’s royal family since I was a toddler and for many years, my greatest wish was to marry one of the Queen’s grandsons!)


2) What do you think about Kate Middleton?
I think Kate’s fashion sense is pitch-perfect. She always looks chic yet conservative and her love of classic staples like tailored suits, tweed jackets and suede boots, makes it clear that the girl was born to be a Windsor. I wish she weren’t so heavy handed with her eye-liner, but she is leading the way when it comes to teaching England the value of a good American-style blow-dry.

4) Why did you want to be a princess?

I was born with this incessant princess desire. I’m not sure why or how. (I mean, my parents are hippies and I wasn’t allowed television!) I guess it started with Disney Princesses and then when I saw Diana’s wedding – that was it. My career goal was solved at a very early age. Princesshood or bust!

One of the major things that always attracted me to princesshood was the amazing sacrifice these rare women made for their countries. The idea of living a life of duty – for the sake of your subjects, rather than yourself – still brings tears to my eyes. One of things I loved about Princess Diana more than anything else – more than her stunning beauty and more than her royal title – was that she genuinely understood the unique and far-reaching power of being a Princess. Wherever she went, for better or for worse, Diana knew the press would follow – yet she had the principles and the courage to use this incredible power to draw the world’s attention away from herself and onto those that needed it most.

Needless to say, I also wanted Princess Diana’s wardrobe, palaces and parties (what little girl wouldn’t?), but I also yearned for that distinctively royal strength: to be able to think beyond yourself any situation.

5) Any tips for women who want to get into the Royal Circle?
Always be polite, but getting your foot in the royal door is not easy so be prepared to punch your way in! Once you’re there, be sure to dress appropriately, to smile demurely and to say as a little as possible. (Check out the the ball scene in
My Fair Lady for more details.)


6) You obviously love Royalty. Why do you think the Royal family are still relevant?

When you hail from a country where the only palace is Cinderella’s Castle, it’s natural to be enthralled by the UK’s living, breathing royal family. For many Brits, the royals are just a part of everyday English life, but to me the royal family and all it represents is a constant source of enchantment.

Every little girl dreams of meeting prince charming, becoming a princess and living happily ever after – and by agreeing to marry William, Kate Middleton has become a conduit for the world to vicariously live out these dreams. I think the royals fulfil a very real need in our global psyche that cannot be fulfilled by politicians or Hollywood stars.


7) How did you come about writing your book?
When I met my childhood crush at the age of 25, I knew I had a story tell! I’ve always enjoyed writing and I knew that my quest to be a princess was a theme most girls could relate to. There’s lots of negativity and skepticism in the world these days – so most of all, I wanted my book to convey the importance of listening to your heart, holding tight to your childhood dream and believing in the impossible – no matter what those grumpy cynics out in the real world may tell you!


8) Who are your favourite writers?
Paul Coelho (
The Alchemist), Marianne Williamson (A Return to Love), and Garth Stein (Art of Racing in the Rain) – for soul-touching narratives. Nancy Mitford, Evelyn Waugh, Julian Fellowes and Oscar Wilde for pure British wit and aristocratic indulgence.


9) How should women dress and act to fit into aristocratic circles?
Ignore fashion trends and stick with the classics. (Skinny jeans belong on Kate Moss not on Kate Middleton.) Instead, learn to love cashmere and tweed. Buy a copy of Debrett’s and study your etiquette. Table manners can make or break your social standing, so memorize the proper way to eat peas and the correct direction to pass the port.


10) What’s next for you?

I’m working on a book entitled “In Defence of the Princess” – exploring the princess archetype that so many girls cling to and the redeeming qualities/life lessons that can be gleaned from fictional and modern-day princesses.

 

For more information go to Jerramy’s website and buy here book here.

GURU THAT INSPIRED DAVID CAMERON’S HAPPINESSS INDEX TURNS HIS BACK ON ‘HAPPINESS’


EXCLUSIVE INTERVIEW WITH MARTIN SELIGMAN IN PSYCHOLOGIES NOW QUESTIONS THE ‘HAPPINESS INDEX’ AND HAPPINESS MOVEMENT


This month the Government will interview 200,000 families across the UK in an attempt to gauge how happy we are as a nation.

David Cameron has already attracted a barrage of criticism for the idea. Now, one of the men who originally inspired the happiness movement has dubbed much of the world’s focus on feeling good as nothing more than ‘happyology’.

American happiness guru Martin Seligman, who invented the whole concept of ‘positive psychology’, has now admitted in an interview in this month’s (May issue out Today – 6th April) Psychologies magazine that he now believes people want more in life than mere happiness.

“What humans want is not just happiness. They want justice, they want meaning. An interesting example is that there’s quite a bit of evidence that people’s mood isn’t as good once they have children. If that’s all people were interested in, we should have been extinguished a long time ago.’

Despite writing internationally renowned books, ‘Authentic Happiness: Using the New Positive Psychology to Realise Your Potential for Lasting Fulfillment’ and ‘Can Happiness be Taught?’,  Seligman now believes that the word ‘happiness’ has become so overused that it has becoming meaningless.

‘The word happiness always bothered me, partly because it was scientifically unwieldy and meant a lot of different things to different people, and also because it’s subjective.’

Instead, he suggests we focus on ‘flourishing’, his big new idea that encompases a wider definition of feeling good. In the interview he also addresses the issue of whether
governments could be doing more harm than good by measuring the mood of their populations, particularly with the forthcoming ‘Happiness Index’.

WHITTARD OF CHELSEA RELEASES PERFECT ‘CUPPA’ GUIDE

WHITTARD OF CHELSEA RELEASES PERFECT ‘CUPPA’ GUIDE, AHEAD OF BUMPER TEA-MAKING DAY – MOTHERING SUNDAY

The UK Tea Council expects more than 165 million cups of tea to be drunk in the UK this Mothering Sunday. As the annual homage to Mothers approaches, millions of sons and daughters around the country are planning to serve breakfast in bed including the ultimate ‘cuppa’ for the celebrated women in their lives. Tea and coffee specialists Whittard of Chelsea, who have already identified a pre-Mother’s Day tea selling surge, have today released their expert guide to making the perfect cuppa.

Every year, Whittard of Chelsea monitors the Mother’s Day effect, estimated to be one of the biggest tea-making days of the year. Selling over 130 varieties of tea, Whittard last year saw a +32% surge in sales of tea gifts in the run up to Mothering Sunday. So far this year, the firm tea favourites are – unsurprisingly – English Breakfast and Earl Grey. However, sales of speciality flavours such as English Rose and Orange Blossom are also creeping up.

Says Fiona Robinson, of Whittard of Chelsea’s head office in Oxfordshire:

“A cup of tea in bed is one of life’s simple pleasures, and one that children can help

prepare at any age to spoil the lady of the house. Whittard starts to see a real peak in sales about two weeks before Mother’s Day as people come in to buy their favourite teas, along with pretty bone china to make a celebration out of the perfect cuppa. Tea gifts also sell very well for Mother’s Day with year’s best sellers including tea caddies, leaf tea with silver-plated infusers and tea selection boxes.”

Whittard of Chelsea’s Expert Guide to Making the Perfect Cuppa

1. Choose the right blend to suit your mood – Deciding on the right blend – whether loose leaf or a teabag – to suit your mood and individual taste is key. Many people have on average three blends in their cupboard for exactly this reason. Great wake-up teas for Mother’s Day include classic English Breakfast or Assam.
2. Delicate cup and saucer or comforting chunky mug? Many swear that tea tastes better from fine bone china. Fine bone china cups are lighter and more delicate than ceramic mugs and keep the tea hotter for longer. However, nothing will do sometimes but a great big comforting mug of strong tea.
3. Is it a full tea tray moment? Mother’s Day offers the perfect opportunity to produce a proper ‘tea moment’ complete with laden tray, sugar lumps, strainer, tea pot and milk jug.
4. Always use freshly drawn water either from the cold tap or even better, filtered. Pre-heated water loses oxygen and dulls the flavour of the tea.
5. Are you in a Milk Mood? Some teas are considered best without milk but it’s all a matter of taste. For example, Earl Grey has a very delicate flavour so only requires a dash of milk, whilst some prefer it without milk and just a slice of lemon.
6. Boiling is best – Pour the boiling water straight into the cup as soon as it’s boiled. Boiling water brings the tea to life

TEAPOTS & TEALEAVES

7. Warm the pot with a dash of water. It creates a better brewing temperature
8. Measure your tea leaves carefully
* Very strong dark type of teas; 3 or 4 teaspoons per 6 cup pot
* Medium strength teas, possibly drunk black. 2 teaspoons
* Lighter teas, enjoyed without milk. Use 1 teaspoon of leaves
9. Optimum brewing time for tea leaves is 3 to 5 minutes – Less does not extract the full flavour, more and it can become bitter.
10. Stop what you’re doing, pour and enjoy!

MAKE THIS THE LAST MOTHER’S DAY THAT YOU ARE SINGLE

Five tips for single parents looking to escape the parent trap

As a single parent you’re certainly not alone – in the UK there are more than 1.7million single parents. The majority would love to find someone new to support them and their children, but with childcare issues eating into time and energy resources, it can at times feel like it’s at the bottom of a never-ending to do list.

Single mum, TV actress and eHarmony.co.uk’s guest blogger, Donna Air voices the challenges she faces over finding a new partner when her child is naturally her number one priority:

“It’s simply too stressful a job when teamed with kids’ bath, dinner, homework, and bedtime stories into the hour allocation that most busy mums have for the multiple of tasks”.

But it needn’t be the hurdle it can at first seem. In Donna’s accounts of dating, she makes a point of dating when her child is at her ex partner’s house, or when she has some spare time to herself. For those with childcare and time constraints, dating online is the perfect way to ‘get back out there’ again and find someone new, and the best bit is that the initial, online stages of ‘dating’ can all be done when children are tucked up in bed. Make sure you research the top 10 dating sites to find the one that is right for you.

“Looking for someone who will love and respect you and your children can feel challenging but in reality it’s just about finding the person for you”, says Dr Gian Gonzaga, Senior Relationship Scientist at eHarmony.co.uk, the relationship success site. Dr Gonzaga continues, “in a recent poll of eHarmony.co.uk members, 85% said they were sensitive to a single parent’s position, so there’s no reason for not taking that first step.’ Here are five top tips from Fr. Gonzaga that every single and dating parent should follow:

1. Be honest from the beginning

It isn’t always easy to bring up the fact that you have children when considering going out with someone new. But your date deserves to know what to expect — perhaps you’ll only be available every other weekend or you can never be out past midnight due to your babysitter. Be upfront and you’ll avoid any surprises later on.

2. Only date someone who is sensitive to your situation

A potential partner who respects the fact that you’re a parent should understand and be sensitive to the responsibilities that you have to your children. Do they realize that even on a date you need to be accessible to your children? Does he or she understand that only you will know the right time to introduce them to your children? If the answer is no to any of these questions, they are probably not the right partner for you in the long-term.

3. Go slow

Unless you and your date are both certain you want to take the relationship in a more serious direction, don’t rush to introduce him or her to your kids. Having a new adult in their lives is a big deal. When you feel the time is right, keep the meeting low-key and brief, and do all you can to remove pressure from everyone. Your kids need as much time as you did to get to know someone new.

4. Be realistic

After introductions, be careful not to expect too much from your new relationship too soon. Someone who has never had kids will need plenty of time to develop their own relationship with your children. Equally if your partner has children or their own, it will take time for both sets of children to get used to being a part of a single family.

5. Practice being more than a parent

Yes, you are responsible for your children, and you must take that seriously. But being a parent is not solely all you are. You’re a single person looking for someone to share your life with. Get a babysitter, relax, and enjoy dating!

Dr Gonzaga concludes: “Don’t let being a parent stop you trying to find happiness. Just learn from your past relationship, have clear boundaries and be confident and you will find a true partner.”

Donna Air’s dating blog can be found at: http://moourl.com/donnadating.

POSTNATAL DEPRESSION CAN BEGIN DURING PREGNANCY

Pregnancy-related depression is not just confined to after the baby’s birth, but can begin during pregnancy, according to the Mother and Baby Unit at the South London and Maudsley NHS Foundation Trust (SLaM).

A study recently published in the British Journal of Psychiatry found that women who have suffered a miscarriage or stillbirth are more likely to suffer from depression during and after subsequent pregnancies.

SLaM’s Mother and Baby Unit regularly sees women who have developed depression during pregnancy or a relapse of a serious mental illness triggered by becoming pregnancy.

Dr Trudi Seneviratne, consultant psychiatrist in SLaM’s Mother and Baby Unit, said that while depression usually followed the birth of a child, this was not always the case.

“Postnatal depression is understood to be, as the name suggests, depression that is triggered by the birth of a child,” she said.

”While depression following birth is the most common form of pregnancy-related depression, it can also begin during pregnancy, or months after giving birth. Pregnancy can also trigger other mental health conditions or cause women with a previous history of mental illness to relapse.”

The Mother and Baby Unit at the South London and Maudsley NHS Foundation Trust (SLaM), treats both expectant and new mothers suffering from severe depression. Part of SLaM’s Perinatal Service, the unit offers specialised care and treatment for women from across the UK, who develop a mental illness or have a relapse of serious mental illness during pregnancy and the postnatal period.

Despite the prevalence and awareness of postnatal depression, the reality is that women who are actually experiencing it, feel very, very alone. It is estimated that postnatal depression (PND) affects around one in 10 mothers in the UK, and also a small number of fathers who are struggling to cope with a new baby or supporting their partner.

PND usually develops in the first four to six weeks after childbirth, although in some cases it can develop some months later. It may also start in pregnancy and continue into the postnatal period. If untreated, the mother’s depression can have significant effects not only on her own mental health, but on the relationship with the baby, the baby’s development, as well as affecting her partner and wider family.

Dr Seneviratne said it is important to differentiate PND from the ‘baby blues’ or postnatal ‘blues’, which is common , affecting 60-70% of women and usually occurs in days following birth and usually resolves after a few days.

“It is very important for new mothers struggling with depression to understand that having PND does not mean they do not love or care for their baby,” Dr Seneviratne stressed.

“Most women aren’t aware when they are experiencing PND, which means it is extremely important for partners, family and friends, along with healthcare professionals, to recognise the signs of PND as early as possible, and recommend treatment. Women often feel guilty about expressing their feelings as having a new child should be a ‘happy’ time,” she said.

Most women experiencing PND following the birth of a child are treated at home through a combination of therapy and medication. Only the most extreme cases of PND require inpatient hospitalization, and such cases, a specialist service like the one at SLaM is able to provide more intensive care.

“PND can be a lonely and scary experience for new mothers, but it is not a permanent condition. With time and treatment, you will recover,” Dr Seneviratne said.

There is no single cause for PND, and it can be triggered by a number of factors such as social factors including relationship worries, money problems or having limited support from family and friends. Indeed, having a baby itself is a life-changing event that can be extremely exhausting and stressful.

“Some women feel unable to look after their baby, or maintain their relationship with their partner. They may feel anxious about leaving the house, or that they simply cannot cope,” Dr Seneviratne said.

The most common symptoms of postnatal depression include low mood, overwhelming guilt, feeling unable to cope and difficulty sleeping. While most mothers will experience some form of exhaustion and possibly mild depression,–prolonged low moods are an indication of a more serious problem.

Dr Seneviratne said it was important for new mothers who are struggling to cope with their new baby, and the changes to their life, to seek help from their GP.

If a new mother has been feeling down, depressed and hopeless, and is unable to take interest in normal interests and pleasures, they are most likely suffering from PND. They may not enjoy their baby and struggle with maintaining societal cultural pressures such as maintain breast feeding. A GP should ask questions and look for common symptoms of PND, then offer the most appropriate form of treatment.

Psychological interventions or therapy are often recommended, although the most important step is simply recognising the problem and talking it through with family and friends and helpful professionals. Medication, such as antidepressants, can be used to treat PND. It is important that the mother is adequately supported and that any treatment plan is tailored to her wishes

Dr Seneviratne said in more serious cases, women may experience frightening thoughts about harming themselves or their baby.

“Thinking about hurting yourself or your new child can be extremely alarming for new mothers, although it is surprisingly common. Again, women experiencing these thoughts must talk to their GP who can recommend treatment,” she explained.

Part of SLaM’s Perinatal Service, the unit offers specialised care and treatment for women from across the UK, who develop a mental illness or have a relapse of serious mental illness during pregnancy and the postnatal period.

The service helps mothers struggling with depression to develop a relationship with her child, and reduce the impact of the mother’s illness on the child. Fathers and partners are encouraged to be involved in the treatment. Babies are accepted on to the ward with their mothers. Other times it is more appropriate to admit the mother without their baby and begin a programme of gradual reintroduction of the baby to the mother while on the ward.

In addition to PND, SLaM’s Perinatal Service also treats less common forms of mental illness among new mothers, such as postnatal psychosis or pre-existing mental health conditions. Postnatal psychosis is rarer, and can include symptoms such mood changes (irritability, elation, depression) delusions (false beliefs), hallucinations and irrational or suicidal thoughts.

www.national.slam.nhs.uk/services/adult-services/perinatal

Symptoms of postnatal depression:

The symptoms of postnatal depression usually include one or more of the following:

· Low mood for long periods of time (a week or more)

· Feeling irritable for a lot of the time

· Tearfulness

· Panic attacks or feeling trapped in your life

· Difficulty concentrating

· Lack of motivation

· Lack of interest in yourself and your new baby

· Feeling lonely

· Felling guilty, rejected or inadequate

· Feeling overwhelmed

· Feeling unable to cope

· Difficulty sleeping and feeling constantly tired

· Physical tension, such as headaches, stomach pains or blurred vision

· Lack of appetite

· Reduced sex drive

Myths surrounding postnatal depression

PND is commonly misunderstood. Some of the most common myths around the conditions include:

· PND is less severe than other types of depression

– in fact PND is just as serious as other depressions.

· PND is entirely caused by hormonal changes

– there is no one factor, PND it is triggered by a number of factors.

· PND will go away by itself – usually, treatment is needed for PND.