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 In Ukraine's Nikishino, No House Untouched by Fighting

Ninety percent of homes in one small village were damaged or destroyed as government forces failed to stop a rebel advance More

Pakistan’s 'Last Self-Declared Jew' Attacked, Detained

Argument about the rights of non-Muslims in Pakistan allegedly results in mob beating well-known Jewish Pakistani More

Turkey Cracks Down on Political Dissent, Again

People daring to engage in political dissent ahead of upcoming general elections could find themselves in jail 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.
In Their Own Words: Citizens of Kobanii
X
Mahmoud Bali
March 06, 2015 8:43 PM
Civilians are slowly returning to Kobani, after Kurdish fighters backed by coalition airstrikes fought off a four-month siege of the northern Syrian town by Islamic State militants. VOA Kurdish Service reporter Mahmoud Bali talked to some of those who have returned. We hear about the devastation of Kobani through their own words.
Video

Video In Their Own Words: Citizens of Kobani

Civilians are slowly returning to Kobani, after Kurdish fighters backed by coalition airstrikes fought off a four-month siege of the northern Syrian town by Islamic State militants. VOA Kurdish Service reporter Mahmoud Bali talked to some of those who have returned. We hear about the devastation of Kobani through their own words.
Video

Video In Ukraine's Nikishino, No House Untouched by Fighting

In the village of Nikishino, in eastern Ukraine, recent fighting has brought utter devastation. Ninety percent of the houses are damaged or destroyed after government forces tried and failed to stop rebels advancing on the strategically important town of Debaltseve nearby. Patrick Wells reports for VOA from Nikishino.
Video

Video Crime Scenes Re-Created in 3-D Visualization

Police and prosecutors sometimes resort to re-creations of crime scenes in order to better understand the interaction of all participants in complicated cases. A Swiss institute says advanced virtual reality technology can be used for quality re-creations of events at the moment of the crime. VOA’s George Putic reports.
Video

Video Sierra Leone Ebola Orphans Face Another Crisis

There's growing concern about the future of an orphanage run by a British charity in Sierra Leone, after a staff member and his wife died this week from Ebola. The Saint George Foundation Orphanage in Freetown is now in quarantine, with more than 20 children and seven staff in lock-down. The BBC has agreed to share Ebola-related material with Voice of America because of the difficulties faced by media organizations reporting the crisis. Clive Myrie reports from Sierra Leone.
Video

Video Growing Concerns Over Whether Myanmar’s Next Elections Will Be Fair

Myanmar has scheduled national elections for November that are also expected to include a landmark referendum on the country's constitution. But there are growing concerns over whether the government is taking the necessary steps to prepare for a free and fair vote. VOA Correspondent Steve Herman was recently in Myanmar and files this report from our Southeast Asia bureau in Bangkok.
Video

Video Nigeria’s Ogonis Divided Over Resuming Oil Production

More than two decades ago, Nigeria’s Ogoni people forced Shell oil company to cease drilling on their land, saying it was polluting the environment. Now, some Ogonis say it’s time for the oil to flow once again. Chris Stein reports from Kegbara Dere, Nigeria.
Video

Video Fuel Shortages in Nigeria Threaten Election Campaigns

Nigeria is suffering a gas shortage as the falling oil price has affected the country’s ability to import and distribute refined fuels. Coming just weeks before scheduled March 28 elections, the shortage could have a big impact on the campaign, as Henry Ridgwell reports for VOA.
Video

Video Report: Human Rights in Annexed Crimea Deteriorating

A new report by Freedom House and the Atlantic Council of the United States says the human rights situation in Crimea has deteriorated since the peninsula was annexed by Russia in March of last year. The report says the new authorities in Crimea are discriminating against minorities, suppressing freedom of expression, and forcing residents to assume Russian citizenship or leave. Zlatica Hoke has more.
Video

Video 50 Years Later African-Americans See New Voting Rights Battles Ahead

Thousands of people will gather to mark the 50th anniversary of a historic civil rights march on March 7th in Selma, Alabama. In 1965, dozens of people were seriously injured during the event known as “Bloody Sunday,” after police attacked African-American demonstrators demanding voting rights. VOA’s Chris Simkins introduces us to some civil rights pioneers who are still fighting for voting rights in Alabama more than 50 years later.
Video

Video Craft Brewers Taking Hold in US Beer Market

Since the 1950’s, the U.S. beer industry has been dominated by a handful of huge breweries. But in recent years, the rapid rise of small craft breweries has changed the American market and, arguably, the way people drink beer. VOA’s Jeff Custer reports.
Video

Video Video Claims to Show Shia Forces in Iraq Executing Sunni Boy

A graphic mobile phone video is spreading on the Internet, claiming to show Iraqi forces or Shia militia executing a handcuffed Sunni boy. Experts have yet to verify the video, but already Islamic State followers are publicizing it across social media, playing on deep-rooted sectarian fears. VOA’s Jeff Seldin reports.
Video

Video Ukrainian Authorities Struggle to Secure a Divided Mariupol

Since last month's cease-fire went into effect, shelling around the port city of Mariupol has decreased, but it is thought pro-Russian separatists remain poised to attack. For the city’s authorities, a major challenge is gaining the trust of residents, while at the same time rooting out informants who are passing sensitive information to the rebels. Patrick Wells reports for VOA.

All About America

Circumventing Censorship

An Internet Primer for Healthy Web Habits

As surveillance and censoring technologies advance, so, too, do new tools for your computer or mobile device that help protect your privacy and break through Internet censorship.
More