Julia Esteve Boyd, International Etiquette and Protocol Consultant, The Etiquette Consultant
Julia Esteve Boyd, The Etiquette Consultant, has consulted with members of royal families, politicians and business professionals in matters of International Etiquette, VIP Protocol and Lifestyle Management.
A double graduate of The Protocol School of Washington as both a Protocol Officer and International Etiquette Consultant, she is also a graduate of New York University in Special Events Management and The Fashion Institute of Technology NYC in Image Consulting.
Julia has combined these studies with her hospitality background and with her teaching experience at the prestigious Institut Villa Pierrefeu, Switzerland, to offer exclusive coaching services and training in VIP Protocol and Etiquette.
Julia's approach to etiquette, which is a good degree of kindness and common sense, can go a long way in day-to-day life. Her private coaching is essential for navigating various lifestyle situations — from entertaining foreign clients, visiting foreign countries, attending an interview or upscale dinner and hosting VIP events at home.
The ultimate goal is being able to present oneself, one's business and one's household in the best possible way. Julia's upcoming book A Dash of Decorum - 101 Tips to guide you through formal and informal dining events was released in March 2022.
What is your favourite social media platform, and why?
I like LinkedIn as it can really inform you and keep you up to date on a business level, and I also like Twitter as it's easy to follow and read quickly. That said, I do like Instagram and Facebook because I'm a very visual person. However, I don't really pay attention to other forms of Social Media, they're too distracting, and I'd never get any work done!
Tell us about you and your current role or area of interest.
I have various projects on my plate these days. However, my main focus recently has been finishing my first book, which was launched at the end of March – 'A Dash of Decorum - 101 tips to guide you through formal and informal dining events'.
I decided to write this guide as I am asked so many of the same questions about dining etiquette. It's a topic that I really enjoy and believe it's important, especially today. We judge people on how they eat and subconsciously form an opinion on their education based on their table manners.
Having good table manners allows us to enjoy the food and focus on the people we are dining with instead of worrying about what we should do when faced with an unknown food or utensil. It's a really interesting topic when it comes to the differences between cultures.
We can perceive a person as ill-mannered when they don't dine the same way as we do, not realising that they may have a similar opinion of us because their cultural norms are different! I also have a variety of clients from different backgrounds and cultures, all with different requirements, so I always have something new going on.
What do you like about your career or area of focus?
I love the range of areas that modern etiquette covers. One day I'm explaining table manners; the next day, I could be teaching business etiquette; the following day, I could be delivering training to a business on how to host a VIP.
One of the interesting projects I have come across in recent years was volunteering to work with the transgender community. I have the privilege to help individuals during their transition alongside the London Transgender Clinic. It's quite unique and extremely rewarding.
What is the best advice you have ever received?
As I mentioned before, given the high range of topics in my profession, in the beginning, you could be overwhelmed with trying to reach all the potential clients, especially on an international level.
The advice I received was to try to focus on the things that would inspire me and come to me more naturally. For myself, that meant starting with just a few topics that I felt confident delivering, then progressing as I really mastered additional topics and extended my knowledge to other areas.
What inspires you, motivates you, or helps you to move forward?
My results! When a client books a session with me and wants to book another, it inspires me. I believe I must be doing something right! When they share their successes and achievements, it motivates me to keep delivering.
Successfully encouraging confidence in others helps me feel more confident in what I do. In addition, working with a client to achieve their goal over a period of time is very rewarding.
What are you proud of in your life so far?
In this accelerated society that we live in, combining family and entrepreneurship is sometimes a challenging task. So I'm very proud that together with my husband, we have raised five children whilst living in several different countries. Yet, at the same time, I have continually been able to move forward with my ideas and entrepreneurship mindset.
What is your preferred way to meet new people/network?
As I have frequently had to change the country where I was living, I have been more inclined to meet people through social media groups with similar interests.
There are many groups where you can find entrepreneurs supporting one another, women supporting women and business groups sharing advice and knowledge. Connecting with like-minded people on social media naturally drives more personal contact and, eventually, face-to-face interactions.
What skills or qualities do you feel have helped you?
I'm open-minded, very inclusive and curious, so this has helped me to embrace diversity and has helped me through my journey living in multiple countries. This has been a great advantage for my professional life as it is a great base for continuous learning.
What do you wish you had known when you started out?
More than the knowledge that I started out with, I would have liked to have more guidance at the beginning about how to navigate the waters of uncertainty and new challenges as they come.
At times it was challenging when approach cultural differences and the expected outcomes. That's why reaching out to social groups is so important. You gain insight from others and their experiences.
Who do you most admire in business, academic or creative circles and why?
There are many people that I admire; however, I have always admired the person who introduced me to the world of etiquette. Mme Neri was the Principal and Owner of Institut Villa Pierrefeu, the 'Finishing School' in Switzerland where I worked and first began my journey in the world of etiquette.
She has been running the oldest and most prestigious finishing school in Switzerland (and now the world) for more than 65 years yet manages to continually stay up to date with the changing customs around the world. She always disliked the term 'finishing' and preferred to say 'starting' instead. Understanding etiquette is the beginning of learning about diversity in the world and respecting it.
Outside of your professional/work area, what hobbies or interests do you have or what other areas of your life are of real importance to you?
Honestly, although it sounds like a stereotype, my work is also my hobby! I love to travel, which feeds on my work, so my hobby and work have become my passion. My husband encourages me to climb mountains with him, but I prefer to watch from afar with a cultural book and a glass of wine! Of course, spending time with my family is always a priority, especially now that four of my five children have left home.
Has the pandemic had a positive or a negative effect on you and/or your business, and how have you managed it?
Overall I was like the majority of people, thrown into unknown territory. All of my experiences were face-to-face person engagement, so it was challenging. However, it did have a positive side as I discovered that my training could be remote and virtual with success.
I had to learn how to adapt and do it, so it was a positive learning experience… eventually! However, I do still prefer face-to-face interactions. Spending two years with my husband and also working from home was somewhat challenging for both of us, but we're still married, so that's good!
Do you have a mentor, or have you ever mentored anyone?
I did not have a mentor as such, but I am very lucky to have multiple connections that can help me in certain moments. I have had shared mentorship, or what I call 360 mentoring, where the person to whom you are mentoring can also partially mentor you, so it's a win-win.
What advice would you have for someone looking to get into the same area of work or interests?
Start small with a particular niche and don't try to reach for every aspect at the beginning. Instead, have a plan and start by focusing on one or two areas. This line of work requires progressive learning as the scope of topics is as broad as the world itself.
What do you feel is the most common reason for people failing or giving up?
The most important thing is not allocating time and resources to reinvest in yourself. I always look for new ways to learn and update my knowledge. We need to be informed in order to grow. Unfortunately, some Etiquette Consultants/Coaches focus too much on old-fashioned and sometimes out-of-date history.
While it's important to know where some of the 'rules' come from, it's much more important to focus on real life in our modern world. What was relevant during the last century doesn't typically relate to today.
By focusing too much on the past, many people won't be interested because it's not relatable to the world we live in, thus resulting in failure. Social media etiquette is a great example because it didn't exist historically, and now even in the short time that it has become popular, it has changed and continues to change, and so the etiquette changes as times evolve.
Is there a phrase, quote or a saying that you really like?
Oh, there are many! One of my favourites, however, is 'Just Do It' from Nike. I remember when I first started coaching clients and wasn't quite sure which direction to start with, and someone said to me… Just Do It! So I did!
What companies, brands, or institutions do you like or do you think are getting it right?
I believe that the companies that are getting it right are the companies that are able to customise products or services for the changing consumer needs. So, for instance, I admire the trend of Nike, where you can customise your own trainers online.
Also, the expected speed of service is changing, so Amazon is clearly on the right track where you can order an item online and have it delivered in a short space of time. I remember when living in Manhattan, you could receive orders in as little as one hour! The world we live in is fast-paced. So I think these types of companies are definitely getting it right!
How do you define success, and what lessons have you learned so far that you could share with our audience/readership?
Success is about remaining constant and not giving up. Personally, it's not about money or fame; it's about what your own goal is. Always be curious; one opportunity can drive you to another one.