Would you mind providing a detailed explanation of the steps that led to the formation of your business idea?

Throughout my professional journey, I have been deeply entrenched in the Hospitality Industry. My career commenced as a Cabin Crew member with British Airways, but a life-changing decision to relocate overseas with my husband prompted me to pursue higher education. Enrolling in a prestigious Hospitality School in Switzerland for my Post Graduate studies paved the way for diverse roles such as Food & Beverage Manager and Hotel Manager in boutique hotels across Europe.

As my family expanded, the challenges posed by irregular working hours led me to transition into teaching at a traditional Swiss Finishing School—the last of its kind in Switzerland. It was during this period that my genuine interest in Etiquette flourished, providing me, an introvert, with the confidence to overcome numerous obstacles.

After years of teaching at the Finishing School, I concurrently took on teaching roles at Hospitality Schools. Given our family’s frequent relocations, I contemplated the idea of establishing my own business, specializing in training individuals and businesses across various locations. While residing in different countries, I pursued further studies while offering personalized training sessions.

My true passion emerged in coaching and training individuals and businesses in Etiquette & Protocol. The breadth of topics covered in these subjects is not only captivating but also universally applicable. Crafting unique and tailored training sessions for clients is incredibly stimulating, as it allows me to address the specific needs of each individual or business.

As you embarked on your journey, what challenges did you face, and how were they successfully navigated?

My entrepreneurial journey has presented unique challenges, distinct from the typical hurdles faced by most business owners. Having lived in various countries, I’ve gained invaluable experiences that I can leverage to my advantage. For instance, I can provide firsthand insights into the differences in etiquette between diverse cultures. However, the primary drawback from a business standpoint has been the repetitive process of starting anew in different countries.

Despite this challenge, I successfully navigated it by proactively identifying local needs and trends wherever I found myself. This involved extensive networking and consistent follow-up to establish a foothold in each location.

Language barriers have also posed challenges. While I have a proficient level of French and Spanish, it’s not always sufficient to deliver training courses or consult at a professional level. Fortunately, the widespread use of English globally has provided continual opportunities, and my business often involves extensive international travel.

Please enlighten us on your aspirations and principles.

While I may not overtly label myself as ambitious, I derive immense satisfaction from what I do, aspiring to deliver each task with excellence and dedication. I invest time in meticulous preparation for every session, a process that may be time-consuming but proves to be incredibly rewarding. Ideally, I envision a continued progression in my career, consistently engaging in activities that I am passionate about. This includes meeting new people, collaborating with diverse businesses, and staying updated on emerging trends in both social and business environments.

I am constantly immersed in various projects, such as my recently published best-selling book, “A Dash of Decorum,” and an upcoming collaborative book titled “Around The World With Etiquette,” featuring insights from 25 Etiquette Consultants representing 25 different countries. Additionally, I am working on a Cultural Business Etiquette training program for a multinational company. On the creative side, I am in the process of recording a lighthearted podcast about day-to-day life and manners titled “MannersMatter2,” which is set to be released soon. While I may not consider myself excessively ambitious, I am always ready for a challenge and consistently keep myself engaged in various endeavors.

What sets your company apart from others in the industry?

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.

Provide insights into the key objectives and responsibilities of your company.

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!

Share with us the services your company provides, and highlight any noteworthy milestones and accolades.

Our primary focus is on providing training and coaching services in Western Business Etiquette, International Business Etiquette, VIP Protocol, and Western Social Etiquette. Additionally, we offer Cultural Briefings tailored to specific countries.

My journey began independently in 2015 while residing in Manhattan, marking a memorable year for me. The tremendous interest in Etiquette served as a fantastic starting point for my consultancy. Living in Mexico was an enriching experience, with substantial demand and enthusiasm for etiquette-related services. Upon returning to Europe, I’ve had the honor of being approached by prestigious businesses, banks, and organizations seeking assistance, particularly in areas like handling VIPs.

Being recognized as a source of information by magazines and newspapers is a privilege, indicating that I must be on the right track in my endeavors.

What measures can be implemented to cultivate an appropriate corporate culture?

As a business, placing utmost importance on the mission statement is imperative, as it serves as the foundational definition of the business’s purpose. Vital inquiries such as ‘What are our core values?’, ‘What standards do we strive to uphold?’, and ‘How can we progress while maintaining respect for our teams?’ should be regularly addressed. Business owners, in particular, play a crucial role in setting the tone by leading through example. This not only earns respect from employees but also establishes the organizational culture.

Individuals should apply the same principles in their professional capacities. A work culture that prioritizes professionalism and respect nurtures positive working relationships, fosters effective teamwork, and contributes to an overall improved environment conducive to personal growth. Regular reflection on our own actions and behaviors holds the potential to significantly enhance productivity, engagement, and motivation, benefiting both ourselves and our colleagues.