We’re rebranding: Innervision Media is becoming Innervision Global. Find out more →

Elvira Demaine Recognised with Influential Woman in Business Award for Care Leadership 2026

Elvira Demaine of Thurlaston Meadows Care Home has been recognised with the Influential Woman in Business Award for Care Leadership 2026, celebrating a career shaped by compassion, resilience and a determination to make a genuine difference to the lives of older people.

Elvira’s journey into social care began long before her professional career, through experiences within her own family. Growing up, she saw how moments of vulnerability could be transformed through kindness, patience and genuine human connection. These early experiences taught her the importance of dignity and compassion and shaped a belief that has remained central throughout her career: good care has the power to change lives.

 

While completing an Extended Diploma in Health and Social Care, one placement became a defining moment. Elvira visited a care home where residents sat quietly in a circle, disengaged and watching a tiny television. They appeared bored and disconnected from any real sense of purpose.

She remembers thinking, “Is this really all they have?”

Although heartbreaking to witness, the experience strengthened Elvira’s determination to influence change and help redefine what good care should look like. From that point, her path became clear. She progressed through roles including Support Worker, Senior Carer, Lifestyle Coach/Care Assistant, Care Coordinator, Care Manager and Head of Care before becoming a Home Manager. Every step has been driven by the belief that older people deserve joy, dignity and a life filled with meaning.

At the heart of Elvira’s success is how deeply she cares about residents and her determination to make a genuine difference to their quality of life. Listening is an important part of her approach, providing opportunities to learn, understand and improve. She also believes success is never achieved alone, but comes from being surrounded by the right people who share the same values and goals.

Her family and the team at Thurlaston Meadows Care Home have provided a strong support system throughout her journey.

That sense of purpose also helps Elvira remain resilient during challenging times. She reminds herself who she is doing the work for: residents, colleagues, the families who place their trust in her and the family-run company she proudly works for. Her husband and boys provide further motivation and perspective, reminding her that every day cannot be perfect. Even during difficult situations, Elvira strives to remain calm, composed and kind, always showing a smile.

Helping others and making people smile remain among the things she loves most about her work. Elvira enjoys solving problems, lifting spirits and creating an environment where people can feel safe, valued and happy.

At Thurlaston Meadows Care Home, a residential home rated Good in all areas by the CQC, this approach is reflected through its F.A.M.I.L.Y Values: Friendly Environment, Active Lifestyle, Making a Difference, Independence with Support, Love with Dignity and Respect, and Year on Year. These values underpin the home’s approach to creating a supportive and meaningful environment for residents.

Alongside residential care, Thurlaston Meadows provides respite and day care. These services are supported by a wheelchair-accessible e-shuttle taxi, a sustainable electric-petrol vehicle that provides safe and comfortable transport for residents.

Elvira’s career has already brought several achievements. One of her proudest was achieving Good in all areas during her first ever CQC inspection as a Home Manager, an important milestone early in her management journey. She is also proud of achieving the Veteran Friendly Framework accreditation and winning the Stars of Social Care Award for Inspirational Care Home Manager 2026.

The Influential Woman in Business Award for Care Leadership 2026 now adds another significant recognition to that journey, reflecting the dedication to care and leadership that has taken Elvira from her earliest experiences within her own family to managing a care home.

Her Managing Directors, Mr and Mrs Perry of Thurlaston Meadows Care Home, have been among the greatest influences on her career. Being part of a family-run, independent care home is something Elvira considers a privilege. Their decision to trust her to manage their home in her first Home Manager role played an important part in shaping the leader she is today.

Mrs Perry has been a particularly meaningful influence. Having managed a care home while raising four young children, she showed Elvira that women can lead with strength and that motherhood and leadership can coexist successfully.

Elvira has also drawn considerable strength from her own family and friends. Her husband and two sons are at the heart of her support system, while motherhood has taught her patience, resilience, empathy and calm, qualities she believes have also made her a better manager.

“Winning an Influential Woman in Business Award is incredibly special. I feel honoured, grateful, and proud. This recognition motivates me to keep striving, keep improving, and keep pushing boundaries. It reinforces that the work I do matters, and that inspires me to aim even higher.”

Looking ahead, Elvira’s ambitions remain firmly focused on continuing to improve the standards of care at Thurlaston Meadows. She hopes to achieve an Outstanding rating in the home’s next CQC inspection and continue strengthening its commitment to excellence and innovation.

From the early family experiences that first taught her the importance of compassionate care, to the placement that made her question what life in a care home could and should be, Elvira’s career has remained centred on one fundamental belief: older people deserve dignity, joy and lives filled with meaning.

The Influential Woman in Business Award for Care Leadership 2026 recognises that commitment and a journey dedicated to making a genuine difference in the lives of older people.

Contact

Phone: 01788 522405

Email: manager@thurlastonmeadows.com

Website: www.thurlastonmeadows.com