Mother+ Meets… Ananda Eidelstein, founder of final dates
Welcome to Mother+ Meets… our interview series spotlighting women who are building brilliant things while also building a family.
These are the stories behind the headlines — from late nights and bold pivots, to the quiet decisions that rarely make it to Instagram, but shape everything.
This week, we meet Ananda Eidelstein, chef, ex-food editor, and mother, who turned a personal pregnancy ritual into FINAL DATES — a London-based wellness brand creating decadent, organic date and dark chocolate truffles for mothers-to-be.
What began as a way to make a simple ritual during the final weeks of pregnancy more enjoyable grew into a business rooted in indulgence, wellbeing, and celebration.
We spoke to Ananda about the leap from editorial to entrepreneurship, the spark behind FINAL DATES, and how she’s built a brand that celebrates women while balancing family life.
Tell us about your career path and what inspired you to launch FINAL DATES.
I’ve always enjoyed shifting gears, even if change can feel terrifying. After university I worked in advertising but wasn’t fulfilled, so at 25 I went to culinary school—a nod to my grandparents’ restaurant and my grandma, who was a chef. I had incredible experiences in NYC: working in a cheese cave, on a TV show, in Michelin-starred kitchens, catering, and eventually in magazines as a food editor.
My last full-time role was senior food editor at Real Simple. I adored recipe development, photoshoots, and editing stories, but then life changed—I moved to London for love, freelanced, and became a mother. Motherhood shifted my values and perspective, and I found myself waiting for the right idea to channel my energy into a business.
When the concept of FINAL DATES came to me, I felt excited and motivated enough to put in the hard work to make it happen.
What was the spark behind FINAL DATES, and how did it become a business?
The idea came during a quiet moment in early motherhood, snacking on date balls I’d made for convenience and nourishment. I realised dates were humble but amazing—nutritious, versatile, and delicious—and I started imagining them as decadent treats for mothers.
The name “FINAL DATES” came to me because, for many women, eating dates in late pregnancy is a small ritual while life feels full of “final moments” before the baby arrives. I wanted to create something indulgent, purposeful, and giftable for mothers.
How has your food and editorial background shaped your approach to building a brand?
I was determined to develop the first recipe myself, iterating until the truffles felt truly indulgent yet nourishing. My editorial experience guided the brand’s visual identity, working closely with designer Brit Larson, and instilled a rigorous attention to ingredient quality, recipe testing, and simplicity in execution.
What does a typical day look like balancing founder life with family life?
Every day is different as a solo founder. Some days are production-focused, others a mix of marketing, outreach, admin, and product development.
Networking or working at shared kitchen spaces also feature. I try to maximise nursery hours and disconnect by 5 pm to be fully present with my son. Evenings might include quiet time with my partner, reading, or unwinding—rest is essential to avoid burnout.
What has been your proudest moment and biggest challenge so far?
Seeing strangers order my truffles for the first time was amazing, and getting stocked in my first independent shop, Stokey’s Deli, felt like a real milestone.
The biggest challenge now is scaling while preserving product integrity and ingredient quality—a common hurdle for small food businesses.
What do you wish people understood about starting a food or wellness brand?
It’s a huge amount of work with many moving parts. In wellness-food, there’s the additional responsibility of communicating benefits clearly and accurately.
Costs can be high for small producers, so when consumers see a product on a shelf, there’s often a lot they might not realise went into creating it.
Where do you find energy and creativity—and what drains it?
I gain energy from like-minded founders, particularly my weekly YF cohort calls, and from stillness—writing, exploring cookbooks, or pastry crawls. Admin tasks and social media can quickly drain me.
FINAL DATES is rooted in celebration. How do you celebrate now?
By noticing the small wins, both personally and professionally. Even getting a nourishing family dinner on the table or seeing positive customer feedback feels like a reason to pause and celebrate.
Looking back, what one decision changed everything for FINAL DATES?
Claiming it. Committing fully transformed the idea from a vague concept into actionable steps. That mindset shift propelled everything forward.
Finally, what advice would you give women turning a passion or ritual into a brand?
I recommend groups like Buy Women Built, Female Founders Rise, and Moms Who Build—whether for webinars, networking, or mentorship. Solo founding can be lonely so I recommend finding a community of like-minded people to ask questions, share ideas, and learn with which really is invaluable,
For more information visit www.finaldates.co.uk
QUICK FIRE ROUND
Current bedside book? Breasts: A Relatively Brief Relationship by Jean Hannah Edelstein. We’re not related… I don’t think… the author’s name definitely made me double down on the book, but wow, a must-read for anyone with boobs, who has breastfed, or gone through cancer.
Go-to podcast or playlist? Bad Bunny mix
Favourite place to eat? With kids- Vicoli di Napoli in Stoke Newington– the pizza truly feels like you’re in Italy, and they have a splendid garden that keeps the kids entertained. Even in winter, when the garden is closed, it is still a gem and so kid-friendly.
Without kids aka date night! Oren (pictured) in Dalston is so good. The cocktails are great, the vibe too, and the food is incredible.
A mantra, quote or reminder? “There is enough room for everyone” – it’s a good mantra I like to tell myself when comparison sets in, or when feeling like I should’ve already achieved something.