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

In US, Still No Decision in Racially-charged Case

Missouri town, many Americans on edge over whether jurors will indict white police officer in August shooting death of unarmed black teen More

Corruption Fighters Want More From World’s Strongest Nations

Anti-corruption activists say final communique fell short of expectations and failed to fully address systemic problems More

Philippines Leery of Development on Reef Reclamation in S. China Sea

Chinese land reclamation projects in area have been ongoing for years, but new satellite imagery reportedly shows China’s massive construction project 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.
Ukraine Marks Anniversary of Deadly 1930s Faminei
X
Daniel Schearf
November 23, 2014 4:32 PM
During a commemoration for millions who died of starvation in Ukraine in the early 1930s, President Petro Poroshenko lashed out at Soviet-era totalitarianism for causing the deaths and accused today’s Russian-backed rebels in the east of using similar tactics. VOA’s Daniel Shearf reports from Kyiv.
Video

Video Ukraine Marks Anniversary of Deadly 1930s Famine

During a commemoration for millions who died of starvation in Ukraine in the early 1930s, President Petro Poroshenko lashed out at Soviet-era totalitarianism for causing the deaths and accused today’s Russian-backed rebels in the east of using similar tactics. VOA’s Daniel Shearf reports from Kyiv.
Video

Video Hong Kong Protests at a Crossroads

New public opinion polls in Hong Kong indicate declining support for pro-democracy demonstrations after weeks of street protests. VOA’s Bill Ide in Guangzhou and Pros Laput in Hong Kong spoke with protesters and observers about whether demonstrators have been too aggressive in pushing for change.
Video

Video Law Enforcement, Activists in Ferguson Agree to Keep Peace

Authorities in Ferguson, Missouri, say they have agreed with protest leaders to maintain peace when a grand jury reaches its decision on whether to indict a white police officer in the shooting death of a black teenager. Ferguson, a suburb of St. Louis, has been the scene of intermittent violence since the August 9 shooting intensified long-simmering antagonism between the police and the African-American community. VOA's Zlatica Hoke reports.
Video

Video US Immigration Relief Imminent for Mixed-Status Families

Tens of thousands of undocumented immigrants in the Washington, D.C., area may benefit from a controversial presidential order announced this week. It's not a path to citizenship, as some activists hoped. But it will allow more immigrants who arrived as children or who have citizen children, to avoid deportation and work legally. VOA's Victoria Macchi talks with one young man who benefited from an earlier presidential order, and whose parents may now benefit after years of living in fear.
Video

Video New Skateboard Defies Gravity

A futuristic dream only a couple of decades ago, the hoverboard – a skateboard that floats above the ground - has finally been made possible. While still not ready for mass production, it promises to become a cool mode of transport... at least over some surfaces. VOA’s George Putic reports.
Video

Video Falling Gas Prices Impact US Oil Extraction

With the price of oil now less than $80 a barrel, motorists throughout the United States are benefiting from gas prices below $3 a gallon. But as VOA’s Kane Farabaugh reports, the decreasing price of petroleum has a downside for the hydraulic fracturing industry in the United States.
Video

Video Tensions Build on Korean Peninsula Amid Military Drills

It has been another tense week on the Korean peninsula as Pyongyang threatened to again test nuclear weapons while the U.S. and South Korean forces held joint military exercises in a show of force. VOA’s Brian Padden reports from the Kunsan Air Base in South Korea.
Video

Video Mama Sarah Obama Honored at UN Women’s Entrepreneurship Day

President Barack Obama's step-grandmother is in the United States to raise money to build a $12 million school and hospital center in Kogelo, Kenya, the birthplace of the president's father, Barack Obama, Sr. She was honored for her decades of work to aid poor Kenyans at a Women's Entrepreneurship Day at the United Nations.
Video

Video Gay Evangelicals Argue That Bible Does Not Condemn Homosexuality

More than 30 U.S. states now recognize same-sex marriages, and an increasing number of mainline American churches are blessing them. But evangelical church members- which account for around 30 percent of the U.S. adult population - believe the Bible unequivocally condemns homosexuality. VOA's Jerome Socolovsky reports that gay, lesbian, bisexual and transgender evangelicals are coming out. Backed by a prominent evangelical scholar, they argue that the traditional reading of the bible is wrong.
Video

Video Ebola Economic Toll Stirs W. Africa Food Security Concerns

The World Bank said Wednesday that it expects the economic impact of the Ebola outbreak on the sub-Saharan economy to cost somewhere betweenf $3 billion to $4 billion - well below a previously-outlined worst-case scenario of $32 billion. Some economists, however, paint a gloomier picture - warning that the disruption to regional markets and trading is considerable. Henry Ridgwell reports from London.
Video

Video Chaos, Abuse Defy Solution in Libya

The political and security crisis in Libya is deepening, with competing governments and, according to Amnesty International, widespread human rights violations committed with impunity. VOA’s Al Pessin reports from London.
Video

Video US Hosts Record 866,000 Foreign Students

Close to 900,000 international students are studying at American universities and colleges, more than ever before. About half of them come from Asia, mostly China. The United States hosts more foreign students than any other country in the world, and its foreign student population is steadily growing. Zlatica Hoke reports.

All About America

AppleAndroid