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

US Gives Malaysia Questionable Upgrade in Human Trafficking Ranks

Malaysia’s upgrade seen as removing barrier to country’s participation in the US-led 12-nation Trans-Pacific Partnership More

Turkey, US Try to Establish Buffer Despite Differences

Coalition airstrikes in proposed zone would aim to drive out Islamic extremists, allowing targeted area to come under sway of anti-Assad rebels More

Video US: Millions Exploited by Vast Fortunes of Human Trafficking

State Department's annual report calls exploitation 'modern slavery,' brutalizing girls, women into prostitution and forcing men, women and children into low-wage jobs across the globe More

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.
US Calls Fight Against Human Trafficking a Must Wini
X
July 28, 2015 12:21 AM
The United States is promising not to give up its fight against what Secretary of State John Kerry calls the “scourge” of modern slavery. Officials released the country’s annual human trafficking report Monday – a report that’s being met with some criticism. VOA’s National Security correspondent Jeff Seldin has more from the State Department.
Video

Video US Calls Fight Against Human Trafficking a Must Win

The United States is promising not to give up its fight against what Secretary of State John Kerry calls the “scourge” of modern slavery. Officials released the country’s annual human trafficking report Monday – a report that’s being met with some criticism. VOA’s National Security correspondent Jeff Seldin has more from the State Department.
Video

Video Iran Nuclear Pact Wins Few New US Congressional Backers

Later this week, President Barack Obama returns from a trip to Africa to confront a U.S. Congress roiled by the nuclear accord with Iran, an agreement that has received the blessing of the U.N. Security Council. Days of intensive lobbying and testimony by top administration officials have won few new congressional supporters of the pact. VOA’s Michael Bowman reports.
Video

Video Washington DC Underground Streetcar Station to Become Arts Venue

Abandoned more than 50 years ago, the underground streetcar station in Washington D.C.’s historic DuPont Circle district is about to be reborn. The plan calls for turning the spacious underground platforms - once meant to be a transportation hub, - into a unique space for art exhibitions, presentations, concerts and even a film set. Roman Mamonov has more from beneath the streets of the U.S. capital. Joy Wagner narrates his report.
Video

Video Obama Encourages Kenya to Fix Cultures of Corruption, Discrimination

President Barack Obama bid farewell to Kenya Sunday with a major speech at as stadium outside the capital Nairobi where he called on Kenyans to change the cultures of corruption and discrimination that can hold society back. VOA East Africa Correspondent Gabe Joselow has the story.
Video

Video Europe’s Twin Crises Collide in Greece as Migrant Numbers Soar

Greece has replaced Italy as the main gateway for migrants into Europe, with more than 100,000 arrivals in the first six months of 2015. Many want to move further into Europe and escape Greece’s economic crisis, but they face widespread dangers on the journey overland through the Balkans. VOA's Henry Ridgwell reports.
Video

Video Stink Intensifies as Lebanon’s Trash Crisis Continues

After the closure of a major rubbish dump a week ago, the streets of Beirut are filling up with trash. Having failed to draw up a plan B, politicians are struggling to deal with the problem. John Owens has more for VOA from Beirut.
Video

Video Paris Rolls Out Blueprint to Fight Climate Change

A U.N. climate conference in December aims to produce an ambitious agreement to fight heat-trapping greenhouse gases. But many local governments are not waiting, and have drafted their own climate action plans. That’s the case with Paris — which is getting special attention, since it’s hosting the climate summit. Lisa Bryant takes a look for VOA at the transformation of the French capital into an eco-city.
Video

Video Racially Diverse Spider-Man Takes Center Stage

Whether it’s in a comic book or on the big screen, fans have always known the man behind the Spider-Man mask as Peter Parker. But that is changing, at least in the comic book world. Marvel Comics announced that a character called Miles Morales will replace Peter Parker as Spider-Man in a new comic book series. He is half Latino, half African American, and he is quite popular among comic book fans. Correspondent Elizabeth Lee reports from Los Angeles.
Video

Video California Towns Welcome Special Olympics Athletes

Cities and towns in Southern California are greeting thousands of athletes who are arriving for Special Olympics, a competition for people with intellectual disabilities. The games will run from July 25th through August 2nd. VOA's Mike O'Sullivan reports from Pasadena, California, where athletes from Namibia, Singapore and Tanzania got a rousing welcome from local residents.
Video

Video Critics of Japan Defense Policy Focus on Okinawa

In Okinawa, many locals have long complained that Tokyo places an unfair burden on the tiny island by locating most of Japan's U.S. military bases there. As Japan's government moves toward strengthening and expanding the country's defense policies, opponents of those plans are joining local protesters in Okinawa, voicing concern about where the country is headed. VOA’s Brian Padden reports from Okinawa.
Video

Video IS Uses Chemical Weapons in Syrian Attack

Islamic State militants have added a new weapon in their arsenal of fear: chemical weapons. VOA Kurdish service reporter Zana Omer was on the scene within hours of a recent attack in Hasakah, Syria, and has details of the subsequent investigation, in this report narrated by Miguel Amaya.
Video

Video Historic Symbol Is Theme of Vibrant New Show

A new exhibit in Washington is paying tribute to the American flag with a wide and eclectic selection of artwork that uses the historic symbol as its central theme. VOA’s Julie Taboh was at the DC Chamber of Commerce for the show’s opening.
Video

Video Hoverbike Flying Toward Reality

Another long-standing dream of many technological inventors is quickly approaching reality: U.S.- and British-based firms are cooperating in the development of an individual flying platform they call a hoverbike. They say it may revolutionize the concept of flying, including in the U.S. military. VOA’s George Putic reports.
Video

Video As Japan Expands Defense Role, Protests Follow

The Japanese government is moving forward with a controversial security bill that would authorize the military to fight abroad for the first time since World War II. Leaders say it is critical to defend against rising threats from China and North Korea. VOA’s Brian Padden reports from Japan on the big changes ahead, and the opposition they are drawing.
Video

Video Replacing Poppies with Coffee in Myanmar

The remote mountains of Myanmar’s Shan state are home to the second-largest opium-producing region in the world. After a drop during the 2000s, production surged in the past eight years to feed an increasing demand for heroin in China. But farmers are now making less on the crop, and the U.N. is hoping many will make the switch to growing coffee. Daniel de Carteret reports for VOA from Taunggyi.

VOA Blogs