Today we’d like to introduce you to Donna Pellegrino
Hi DONNA, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Meet Donna Pellegrino, founder of Cove Concierge. With over 30 years in healthcare, Donna’s journey began in the New England seacoast town of Rye, New Hampshire, where her passion for service led her to volunteer at local nursing centers. She earned a B.S. in Rehabilitation Counseling from Boston University and an M.S. in Mental Health Counseling from New England College. Donna’s clinical experience at Portsmouth Hospital’s Psychiatric and Referral Services, coupled with leadership roles in healthcare spanning medical home care, senior living, addiction medicine and primary care, shaped her holistic approach to geriatric care.
Driven by a desire to prioritize families’ needs over rigid corporate models, Donna founded Cove Concierge, offering a holistic approach to geriatric care management. The name “Cove Concierge” honors her father’s legacy as the owner of the iconic Pirate’s Cove Restaurant in Rye, NH.
Now, based in the coastal community of Mount Pleasant, South Carolina, Cove Concierge blends the needs of families and stakeholders into a flexible, comprehensive care plan. Donna empowers families to focus on meaningful moments without the stress of managing complex logistics.
Cove Concierge is a a tribute to my Dad and and a lifeline for families in similar storms.
There are many things I wished I had done differently when my Dad was dying of cancer; let go of stoicism and said, “I love you” with a hug, started hospice, and hired a care advocate. I managed my Dad’s care, but forfeited my greatest gift to him, that of his only daughter. Cove Concierge is my heartfelt vow to spare others the regrets I endured.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
When I reflect on the journey of opening Cove Concierge, I’d say it’s been anything but smooth—and yet, those bumps in the road are what shaped the business into what it is today. When I resigned as VP of Growth for a primary care healthcare tech company in early 2023, I walked away from the comfort and stability of a corporate safety net. I knew the rigid healthcare model no longer aligned with how I wanted to serve people, but stepping away into the unknown was terrifying.
I spent a year diving deep into self-reflection with the help of a life coach, exploring how I could use my education, experience, and passion to make a real impact. That process led me to a clear realization: I wanted to help seniors and their families navigate the transitions that come with aging. The idea of creating a concierge elder care service aligned perfectly with my vision and my gifts—offering personalized, flexible solutions tailored to each family’s needs without the limitations I’d experienced in corporate healthcare.
But starting from scratch was overwhelming. I read books on starting a business, listened to advice from entrepreneurial friends, and felt paralyzed by all the unknowns. For weeks, I was stuck in fear. Then I decided to take it one step at a time. Creating an LLC, something I once dreaded, turned out to be easier than I thought, and that small victory gave me the confidence to tackle the next challenge.
Building a professional website was non-negotiable, given my corporate background. I hired a designer to help bring my vision to life, ensuring every detail reflected the professionalism I wanted for Cove Concierge. My first client came from a simple Facebook post—an opportunity I seized, even though my rate was half of what it is today. That experience taught me so much about pricing and the reality of running a business.
As the business grew, I faced new hurdles. The financial cushion I’d relied on from my corporate days quickly dwindled, and for the first time, I truly understood budgeting. I made sacrifices—financial and personal—that I never anticipated. Yet, even as I lived on a shoestring budget, I was happier than I had ever been.
The hardest and most defining moment came when I took on a 24/7 hospice care client. It was impossible to sustain alone, but it pushed me to problem-solve in real-time—something I realized was my true strength. That ability to navigate crises and adapt on the fly isn’t just a skill; it’s the heartbeat of Cove Concierge.
Today, every client interaction is infused with that problem-solving spirit. While the road to get here wasn’t smooth, every struggle reinforced why I started this journey: to provide compassionate, adaptable care that meets families where they are. It’s been a blessing and a challenge, and I wouldn’t change a thing.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At Cove Concierge, we specialize in transforming senior care into a deeply personalized and efficient experience. We’re not just caregivers—we’re problem-solvers, advocates, and partners, working alongside families to provide solutions that improve quality of life while being mindful of costs. Our expertise lies in concierge care and geriatric care management, and we’re known for going beyond the surface to address the unique, often overlooked needs of our clients.
What sets us apart is our flexibility and commitment to your priorities, not ours. Traditional care providers often impose rigid systems, like hourly minimums, that serve their business but don’t always benefit the client. At Cove Concierge, we’ve eliminated those constraints. We offer care tailored to the individual, providing what’s truly needed without unnecessary expenses or inefficiencies.
I’m most proud of our ability to customize solutions that work. Recently, a client came to us locked into a 12-hour daily care schedule with another agency—a plan that wasn’t practical, sustainable, or respectful of their privacy. During my assessment, I noticed their caregiver sitting idle while the client rested on the couch. It was clear this arrangement wasn’t designed for the client’s best interests but for the convenience of the agency. I proposed a more thoughtful approach: three short visits a day for morning routines, toileting, and bedtime support. This reduced care hours from 84 per week to 35, saving the family over $1,600 weekly while providing greater privacy and comfort. And as the client’s needs grow, our rates will adjust to ensure they continue to receive high-quality care at an accessible price.
Cove Concierge isn’t just about completing tasks—it’s about foresight, collaboration, and advocacy. Whether we’re managing complex care coordination, optimizing costs, troubleshooting technology, or supporting families through dementia care, we do it with a personalized touch. And if a need arises outside our scope, we don’t just point you toward resources; we actively guide you through the next steps.
Ultimately, what makes us different is our focus on empowering families and their loved ones. At Cove Concierge, we’re not just rewriting the rules of senior care—we’re creating a care experience that works for you.
How do you think about luck?
I’ve always loved the saying, “Luck is the residue of skill.” I’d take it a step further and say that luck is the residue of skill and choices. When I reflect on my journey, both in life and business, it’s clear that the choices I made—and the skills I honed along the way—created the foundation for the “luck” I’ve experienced.
One pivotal choice was moving to South Carolina four years ago. I truly believe that move set the stage for this entrepreneurial chapter of my life. Charleston, in particular, feels like a haven for entrepreneurs—a place where creativity and individuality thrive. Unlike New England, where I spent much of my career, Charleston is less about chain establishments and more about community. It’s a place that values local businesses, unique offerings, and the idea that everyone has something special to contribute.
That environment was the perfect incubator for Cove Concierge. My three decades of corporate experience gave me a strong foundation of professionalism, structure, and problem-solving skills. Combined with Charleston’s welcoming, entrepreneurial spirit, I found myself in a community that not only needed the services I provide but embraced the vision behind them.
So, was luck involved? Sure—but it’s the kind of luck that comes from aligning your skills and choices with the right environment. Moving south, taking the leap into entrepreneurship, and bringing my experience to a community ripe for change—those choices created the opportunities that some might call “lucky.” For me, it’s a testament to what happens when preparation meets the courage to act.
Pricing:
- Cove Concierge operates with flexible pricing designed to meet the unique needs of each client while ensuring high-quality, personalized care. While we do have pricing parameters in place, they serve as guidelines rather than rigid rules. Here’s how it works:
- We charge a one-time concierge assessment fee, which covers an in-person visit with all stakeholders. This assessment allows me to evaluate the environment, understand the family’s needs, and create a customized care plan. The fee also provides clients with priority access to services and unlimited communication—texts and calls at any time of day—without any additional charges.
- our pricing is adaptable. For example, if a client hires me for a short-term engagement, such as a holiday week while visiting from out of state, I waive the concierge fee. Similarly, our hourly rates have a baseline structure, but clients requiring more extended or frequent care can benefit from bulk discount rates.
- Ultimately, our pricing reflects our commitment to crafting solutions that work for families, not forcing them into a one-size-fits-all model. We prioritize transparency and flexibility to ensure that clients feel supported both emotionally and financially.
Contact Info:
- Website: https://coveconcierge.com/
- Instagram: https://www.instagram.com/cove_concierge/
- Facebook: https://www.facebook.com/coveconcierge
