News / Europe

    Last Swiss Finishing School Admits Men for First Time

    Guillaume, a French student takes part in a conversation role during a session on English dining during the Intensive Etiquette Courses at the Institut Villa Pierrefeu in Glion near Montreux, western Switzerland, October 22, 2013.
    Guillaume, a French student takes part in a conversation role during a session on English dining during the Intensive Etiquette Courses at the Institut Villa Pierrefeu in Glion near Montreux, western Switzerland, October 22, 2013.
    Reuters
    The sign on the door with a stick figure of a man overlaid with a big “X” will have to go now that the last Swiss finishing school, bending to economic reality and social change, is accepting men.
     
    The Institut Villa Pierrefeu, located on a hill above Lake Geneva, is the last in a line of institutions that struggled to shake their image as “schools for princesses” after Lady Diana Spencer, who later became Princess Diana, attended one in the same canton.
     
    In their heyday before feminism stirred in the 1960s, European aristocrats sent their daughters to finishing schools in safe, neutral Switzerland to polish their manners and prepare them for married life.
     
    About half a dozen such schools once flourished in the French-speaking Alps, but the others have closed as young women have instead chosen to attend university and pursue careers.
     
    Now part of the demand for the last surviving school is coming from a very different segment of the population - men.
     
    “Men are starting to realize that like it or not, we are also judged by our manners,” Philippe Neri, who is the grandson of the school's founder and was dressed in dark suit and pink tie, told Reuters during a recent visit to the school.
     
    He recalled how he once witnessed a deal in a restaurant collapse after a Western man offered his Japanese business partner a Swiss army knife as a gift.
     
    “It was clear that the Japanese man thought the message was that the other wanted to cut off ties. The atmosphere went cold,” he said.
     
    No more serving
     
    The school has opened its doors to a more international and older, clientele and this year accepted men for the first time as part of the process of adapting its curriculum to stay relevant and compete with rival schools in emerging markets.
     
    Sewing has been dropped and Neri said that, contrary to the stereotype, students have never had to balance books on their heads.
     
    Instead, male and female students want to learn about etiquette and protocol to gain a competitive edge with international clients through courses on small talk, dress codes and the “dos and don'ts of giving gifts”.
     
    Around a dark wooden table lit by candelabras, students on an intensive etiquette course were learning how to behave at a formal British dinner party.
     
    Guillaume Rue, a 26-year-old Frenchman and the only male in the class, began by making polite conversation about holiday destinations but blundered in reaching for his bread roll.
     
    Teacher Irene Vargas de Huber gently rebuked him: “The host will think you're starving if you eat before the first course.”
     
    A student from China was told off for eating too quickly and was urged to make conversation to take pressure off her host who was struggling to eat and entertain simultaneously.
     
    For Yann Olivier Tavernier, the 39-year-old managing director of GMHBI International which distributes Swiss cosmetics, these are exactly the type of costly faux pas he is seeking to avoid with clients.
     
    “Clients in the luxury sector are very demanding. If we are well-mannered, then they will take that as their first impression of the product,” he said, adding that the course helped him to better understand clients in Russia.
     
    Rue agreed that table manners could help create the right impression: “I think that we have a tendency to underestimate the importance of soft power. It's about knowing how to adapt to different situations and making other people feel comfortable.”
     
    New rivals
     
    While the last Swiss finishing school has outlived its peers, a growing challenge is coming from rival institutes in the fast-developing BRICS countries to cater to the tastes of an emerging upper middle class.
     
    This year, for example, former student Sara Jane Ho launched a Chinese finishing school in Beijing.
     
    Ho said Institute Sarita has been successful in attracting U.S. executives from Fortune 500 countries for its Chinese etiquette course. It also offers a five-day gentleman's course.
     
    Neri dismissed the challenge of the new schools.
     
    “It's the same as the watch industry. If you want the highest quality, you stick with Swiss.”

    You May Like

    Video Migrants Continue to Risk Lives Crossing US Border From Mexico

    In remote areas of the Sonoran Desert, which straddles the US-Mexico, thousands of migrants face arid desolation

    Video Recycling is Lifeline for Lebanon’s Last Glassblowers

    It's an ancient craft that stretches back millennia - but despite Lebanon’s trash crisis providing a lifeline, remaining glass blowers face an uncertain future

    Meet the Alleged Killer of Cambodia’s Kem Ley

    What little is known about former soldier, troublesome Buddhist monk and indebted gambler, raises more questions than answers

    This forum has been closed.
    Comments
         
    There are no comments in this forum. Be first and add one

    Featured Videos

    Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
    London’s Financial Crown at Risk as Rivals Eye Brexit Opportunitiesi
    X
    VOA News
    July 25, 2016 5:09 PM
    By most measures, London rivals New York as the only true global financial center. But Britain’s vote to leave the European Union – so-called ‘Brexit’ – means the city could lose its right to sell services tariff-free across the bloc, risking its position as Europe’s financial headquarters. Already some banks have said they may shift operations to the mainland. Henry Ridgwell reports from London.
    Video

    Video London’s Financial Crown at Risk as Rivals Eye Brexit Opportunities

    By most measures, London rivals New York as the only true global financial center. But Britain’s vote to leave the European Union – so-called ‘Brexit’ – means the city could lose its right to sell services tariff-free across the bloc, risking its position as Europe’s financial headquarters. Already some banks have said they may shift operations to the mainland. Henry Ridgwell reports from London.
    Video

    Video Recycling Lifeline for Lebanon’s Last Glassblowers

    In a small Lebanese coastal town, one family is preserving a craft that stretches back millennia. The art of glass blowing was developed by Phoenicians in the region, and the Khalifehs say they are the only ones keeping the skill alive in Lebanon. But despite teaming up with an eco-entrepreneur and receiving an unexpected boost from the country’s recent trash crisis the future remains uncertain. John Owens reports from Sarafand.
    Video

    Video Migrants Continue to Risk Lives Crossing US Border from Mexico

    In his speech Thursday before the Republican National Convention, the party’s presidential candidate, Donald Trump, reiterated his proposal to build a wall along the U.S.-Mexico border if elected. Polls show a large percentage of Americans support better control of the nation's southwestern border, but as VOA’s Greg Flakus reports from the border town of Nogales in the Mexican state of Sonora, the situation faced by people trying to cross the border is already daunting.
    Video

    Video In State of Emergency, Turkey’s Erdogan Focuses on Spiritual Movement

    The state of emergency that Turkish President Recep Tayyip Erdogan has declared is giving him even more power to expand a purge that has seen an estimated 60,000 people either arrested or suspended from their jobs. VOA Europe correspondent Luis Ramirez reports from Istanbul.
    Video

    Video Calm the Waters: US Doubles Down Diplomatic Efforts in ASEAN Meetings

    The United States is redoubling diplomatic efforts and looking to upcoming regional meetings to calm the waters after an international tribunal invalidated the legal basis of Beijing's extensive claims in the South China Sea. VOA State Department correspondent Nike Ching has the story.
    Video

    Video Four Brother Goats Arrive in Brooklyn on a Mission

    While it's unusual to see farm animals in cities, it's become familiar for residents of Brooklyn, New York, to see a little herd of goats. Unlike gas-powered mowing equipment, goats remove invasive weeds quietly and without adding more pollution to the air. As Faiza Elmasry tells us, this is a pilot program and if it proves to be successful, the goat gardener program will be extended to other areas of New York. Faith Lapidus narrates.
    Video

    Video Scientists in Poland Race to Save Honeybees

    Honeybees are in danger worldwide. Causes of what's known as colony collapse disorder range from pesticides and loss of habitat to infections. But scientists in Poland say they are on track to finding a cure for one of the diseases. VOA’s George Putic reports.
    Video

    Video Wall Already Runs Along Parts of US-Mexico Border

    The Republican Party’s presidential nominee, Donald Trump, gained the support of many voters by saying he would build a wall to keep undocumented immigrants and drugs from coming across the border from Mexico. Critics have called his idea impractical and offensive to Mexico, while supporters say such a bold approach is needed to control the border. VOA’s Greg Flakus has more from the border town of Nogales, Arizona.
    Video

    Video New HIV Tests Emphasize Rapid Results

    As the global fight against AIDS intensifies, activists have placed increasing importance on getting people to know their HIV status. Some companies are developing new HIV testing methods designed to be quick, easy and accurate. Thuso Khumalo looks at the latest methods, presented at the International AIDS conference in Durban, South Africa.
    Video

    Video African Youth with HIV Urge More Support

    HIV, the virus that causes AIDS, is the top killer of teens in sub-Saharan Africa. But many youths say their experience with the virus is unique and needs to be addressed differently than the adult epidemic. VOA South African Correspondent Anita Powell reports.
    Video

    Video Pop-Up Art Comes to Your Living Room, Backyard and Elsewhere

    Around the world, independent artists and musicians wrestle with a common problem: where to exhibit or perform? Traditional spaces such as museums and galleries are reserved for bigger names, and renting a space is not feasible for many. Enter ArtsUp, which connects artists with venue owners. Whether it’s a living room, restaurant, office or even a boat, pop-up events are bringing music and art to unexpected places. Tina Trinh has more.
    Video

    Video Scotland’s Booming Whisky Industry Fears Brexit Hangover

    After Britain’s vote to leave the European Union, Scotland’s government wants to break away from the United Kingdom – fearing the nation’s exports are at risk. Among the biggest of these is whisky. Henry Ridgwell reports on a time of turmoil for those involved in the ancient art of distilling Scotland’s most famous product.

    Special Report

    Adrift The Invisible African Diaspora