Learning etiquette in a global context

The increase in service levels has been gradual over a span of about five years. In the last two to three years demand has accelerated owing partly to the number of five-star-plus luxury hotels opening in China, said Josephine Ive, principal of Magnums Butlers International, an Australian butler-training provider. Her client list includes luxury hotels and resorts along with several yacht-owner clients in Asia.

Ive observed butler services are mostly required by luxury hotels, certain private individuals and corporate clients.

"The position of butler provides a very personal, detailed, seamless service," she said. "Both hotels and corporate clients are looking for that personal attention from their butler. In turn, the butler becomes more of a personal assistant and very often indispensable."

Stylist

Former deputy Mayor of Los Angeles Joy Chen visited China at the end of last year. Chloe Jiang, a stylist from Hong Kong, dressed her every day for nearly a month. Jiang started to select clothes one month ahead of her arrival, according to Chen's schedule.

All her clothes and shoes were documented and matched for different occasions. "Businesswomen cannot carry boxes of clothes and shoes and change outfits at every single event," Jiang said. "But we can change through some alterations in hairstyle, makeup and even accessories to mark a change in professional elegance at business meetings to charm and glamour at banquets."

Jiang began her career dressing actors and celebrities, expanding to style requests from business professionals in the finance and legal sectors.

Most business professionals are highly educated, hold management positions and have an international background, requiring fashion and style advice for business meetings, cocktail parties, dating and even traveling. "They want to make sure they dress properly and with style at every moment," she said.

Part of her job is to purchase ideal luxury goods. Despite the increasing buying power within the Chinese mainland, many of her clients do not know which brand or which items to purchase. "They have many questions when approaching luxury brands. They don't want to be labeled intensive. They come for me for advice," she said.

wangzhuoqiong@chinadaily.com.cn

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