Could you please elaborate on the process that led to the development of your business concept?
Throughout my career, I have always been involved in the Hospitality Industry. Initially, I began as Cabin Crew with British Airways, but when I met my husband, we decided to relocate overseas. This presented me with the opportunity to pursue further education and I enrolled in a renowned Hospitality School in Switzerland to complete my Post Graduate studies. This decision opened doors for me to work in various positions such as Food & Beverage Manager and Hotel Manager in boutique hotels across Europe.
However, as my family grew, the irregular working hours became a challenge. Consequently, I transitioned into teaching at a traditional Swiss Finishing School, which happened to be the only one remaining in Switzerland. It was during this time that my fascination with Etiquette truly blossomed. As an introvert, it provided me with the confidence to overcome numerous challenges.
After teaching at the Finishing School for several years, I also began teaching at Hospitality Schools simultaneously. Due to our family’s frequent relocations to different countries, I started contemplating the idea of establishing my own business, specializing in training individuals and businesses in various areas. As we lived in foreign countries, I continued my studies while offering private training sessions.
Coaching and training individuals and businesses in Etiquette & Protocol soon became my true passion. The breadth of topics covered in these subjects is captivating and applicable to everyone and every business. I find it incredibly stimulating to develop these training sessions, as each one is unique and tailored to the specific needs of the clients.
While starting your journey, what all challenges did you encounter and how they were overcome?
I believe that my challenges have been very different from the hurdles that most entrepreneurs experience. Living in so many different countries has resulted in fantastic experiences which I can ultimately use to my advantage. For example I can honestly give first-hand knowledge when I talk about the differences between Etiquette in one culture compared to another. However the main draw back or challenge from a business perspective was the repetition of starting all over again in one country, and then again in another and another.
Despite this, I managed to overcome this major challenge by reaching out to find wherever there was a local ‘need’ or ‘trend’, then it’s a case of networking and following up.
Language barriers have been challenging. Although I speak a good level of French and Spanish, it’s not quite enough to deliver a training course or consult on a professional level. Fortunately, English is used so widely around the world, there are always opportunities and I do tend to travel a lot for business internationally.
Kindly shed some light on your ambitions and ideals.
I would say that while I am not overtly ambitious, I love what I do and I want to deliver everything well and to the best of my ability. I take my time to carefully prepare every session, which can be time consuming but so rewarding. In an ideal world, I will keep progressing in the same way, and doing what I love. Meeting new people, working with new businesses and continuing to learn the new trends that arise in social and business environments.
I’m always working on a project, my recently published best-selling book (A Dash of Decorum), an upcoming book collaborating with 25 Etiquette Consultants from 25 different countries (Around The World With Etiquette), I have a new Cultural Business Etiquette training for a multinational company and I’m in the process of recording a light hearted podcast about day to day life and manners (MannersMatter2) which is due to be released very soon! I’m not that ambitious but always ready for a challenge and always keep busy!
What makes your company unique?
I only offer bespoke training! I believe that every person and every business is unique. We are not all looking for the same thing. Of course there are certain standards and expectations, both from individuals and the organisations that I work with, but the scope is much, much wider. Not every business functions in the same way. Some have different dress codes, some have a more global client base. When it comes to Etiquette from the perspective of culture it becomes extremely interesting, particularly from a business perspective. Imagine trying to develop a new business relationship with a culture that you don’t know or understand? Or opening a new division in a foreign country? The potential pitfalls are huge. By offering a bespoke service I can provide what I call a personalized ‘toolbox’ with only the relevant that matters.
I love when I receive my initial questionnaire completed by a new client, it’s never the same, the expectations and goals vary. That’s interesting and challenging for me, so no two clients or two days are the same!
When it comes to social etiquette, there are clients who have specific concerns that they want to address. It could be building confidence and conversation skills, learning how to entertain guests at home, or boosting one’s overall image. So this is also extremely rewarding.
That said, although I only offer bespoke coaching and consulting, I have attended many training courses where the information is delivered in a general fashion so as to try to address everyone’s needs and these courses have been a great learning curve for me. I just wanted to do something different, take a more personalized approach. This is challenging, interesting and keeps me continually learning as I frequently have to research and learn.
Enlighten us about your company’s prominent goals and responsibilities.
Our goal is to continue moving forward. While most of the ‘rules’ of Business Protocol stay the same within certain parameters, the ‘rules’ of general etiquette change and never stay stagnant. I believe that as an Etiquette Consultant I have to reflect that to the best of my ability. That means understanding the changes in the modern world that we live in and adapting when necessary.
Having a successful business means that I feel a responsibility to offer my services at no charge or volunteer whenever there’s a real need. I have worked with Charities to assist with some issues such as how to cooperate with governments, royalty and certain members of the aristocracy in order to achieve their goals and find a way of successful representation.
I have also collaborated with the London Transgender Clinic (more-so pre-covid) to provide certain services that are not freely available to this community in the UK.
All of these experiences have resulted in some amazingly rewarding international collaborations. I would like to offer more services like this but sometimes my hectic schedule doesn’t leave much time!
Brief us about the kind of services your company offers. Mention the notable milestones and recognitions.
We offer primarily training/coaching in Western Business Etiquette, International Business Etiquette, VIP Protocol and Western Social Etiquette. We do also offer Cultural Briefings particular to a specific country.
I initially started out independently when I was living in Manhattan in 2015 so that was memorable year for me. The interest in Etiquette was huge, and this was a great starting point as a Consultant. Then living in Mexico was a great experience as there was so much demand and interest for etiquette in general. Moving back to Europe, I’m honoured to have been contacted by some prestigious business, banks and organisations, all seeking some assistance in areas such as handling VIP’s.
It’s such a privilege when magazines and newspapers reach out to ask me questions directly as a source of information, I must be doing something right!
What steps can be taken to establish a suitable corporate culture?
As a business, it is crucial to prioritize the mission statement, which essentially defines the purpose of the business. It is important to ask questions like ‘What are our core values?’, ‘What standards do we aim to uphold?’, and ‘How can we continue progressing while respecting our teams?’. For business owners, leading by example is key. This approach significantly contributes to earning respect from employees and sets the tone for the entire organization. Similarly, as individuals, we should follow the same principle. A professional and respectful work culture fosters positive working relationships, effective teamwork, and an overall improved environment that allows for personal growth. Reflecting on our own actions and behaviors can greatly enhance productivity, engagement, and motivation for both ourselves and our colleagues.
