Etiquette in Dubai's cultural melting pot

In a cultural melting pot like Dubai, it is important to know what's culturally apt and what's not. Nour Khoury Roumieh, managing partner of Finishing Touch, a Dubai-based Academy that gives lessons on etiquette, tells Fatma Salem on how they bridge the cultural gaps.

Finishing Touch is the first Academy that teaches etiquette in the Middle East based in Dubai.

Set up in September last year, it aims to promote good manners by imparting education on soft skills and dealing with cultural differences. Nour Khoury Roumieh, managing partner and co-founder of Finishing Touch, the Academy of International Etiquette and Savoir-Vivre, Dubai Knowledge Village, outlines the principles and aims of the Academy.

What is the vision of the Academy?
Our vision is creating a better tomorrow in every aspect; therefore, the Academy attempts to build a generation fortified with the highest standards of grace, charm, power and confidence in order to create a brilliant future led by visionary people. Our role is to provide comprehensive professional courses in etiquette to facilitate mutual interaction between people hailing from different cultural backgrounds.

What does the Academy provide?
The Academy caters to the needs of those between the ages of 7 and 77. The programmes are tailored to meet modern-day requirements as far as cultural courtesy goes and are interactive, mixed with a little fun and joy to make theexperience unforgettable. We make sure our students practise the lessons taught to them.

Are the courses presented by professionals?
Yes. Our team of instructors and trainers consists of professionals and academics from different nationalities. However, all the instructors have been previously trained by a Swiss consultant.

What is the purpose behind establishing such an Academy here? Such institutions were largely Europe-centric and catered to the affluent classes.
The concept behind establishing such an Academy here is to create a 'classy' edge and educate whosoever has an interest in learning about cross-cultural behaviour and the heritage and traditions of the UAE society in general, and lifestyle of Dubai in particular. Dubai is a melting pot of myriad cultures, its rapid development and booming economy are among the many accomplishments to its credit. We attempt to organise the relationship among individuals which will be reflected in society overall and which will minimise conflict, misunderstanding and arguments.

Our role is to educate those who seek etiquette, on what's appropriate to follow and what's not by giving professional theoretical tips. However, the actual execution of these rules is their responsibility. For instance, people who wish to reduce or trim their figures through regular exercise will ultimately realise the goal they seek. Good manners has the same basis. If the etiquette seeker constantly applies the theories he or she has learnt they'll be an integral part of his/her daily behaviour. We always remind our students to convert the fruitful thoughts into action and interpret them properly. Therefore, the choice of changing into a better individual is totally upto him or her.

The Academy's programmes are meant to meet the requirements of people who truly look forward to upgrade their level of private or social manners in order to be good at first to themselves, then to their family, friends, society, and to the world.

What kind of etiquette courses does the Academy offer?
We have several courses. The corporate etiquette programme imparts business etiquette skills in order to develop healthy corporate relations, while the social etiquette course provides the highest quality of etiquette and lifestyle.

The youth etiquette course prepares children, teenagers and young adults to help create their best impression at all times so it becomes second nature.

The expatriate etiquette course endows expatriate executives and their families with sufficient knowledge of the regional culture as well as social protocol to make living in the Gulf comfortable.

We also provide other light courses such as in gemmology and jewellery; we throw light on the origin of gems and their authenticity, for example in everything related to diamonds, like the 4 Cs – carat, cut, colour grading and clarity – and the ways of examining a diamond.

A course in the history of art is on our current list as well: we teach appreciation and the analysing of fine art as well as learning more about painters in addition to the rest of the details of art.

The Academy also presents an introduction to the world of scents and perfumes. We also teach the fine art of music appreciation in the sense we teach the etiquette of attending concerts as well as draw attention to the details that should be taken into consideration when a person attends operas and musical seminars.

Why Dubai?
Dubai is the 'wow' factor and point of attraction for all nationalities due to its booming economy, safety and a slew of great facilities. In short, who wouldn't desire to indulge himself in Dubai's irresistible lifestyle? That reminds me of Dubai's position and how it's rapidly become a global icon. Which is why people from all over the world do whatever it takes to feel the magic of the city. They are glad and proud to mention Dubai as their point of destination!

Speaking of Dubai's lifestyle, it continues to maintain strong links to its heritage that ties people to their traditions. We at the Academy have, as I mentioned earlier, a course specifically for expatriates. We have a mutual introduction course that focuses on introducing Dubai to its visitors, particularly the first-timers. We give them a clear and complete picture right from the beginning about the country in general, and Dubai in particular, and educate them in all the acceptable and uncceptable aspects as far as clothing, manners and attitudes are concerned.

What is acceptable and what's not? Could you cite examples?
For instance, we provide them with a cultural background about their new environment. For example, a handshake is not acceptable in certain cultural contexts especially between women and male strangers. Therefore, we point such things out to foreigners in order to avoid misunderstanding, embarrassment and/or any inconvenience. For instance, we tell them that during the Holy Month of Ramadan, food and drink are forbidden until sunset and eating publicly during these times will be considered a serious offence. We explain the validity of the situation.

Do you think there is a demand for such courses?
Undoubtedly, and so far the outcome is promising. The awareness of the necessity of such courses is increasing. Therefore, families and parents, who are in a constant search to seek out the best for their children can ensure better future opportunities for their precious ones either in their home country or in any other part of the world since they are already equipped with proper global manners. Subsequently, they can effortlessly adapt to whichever place they head to.

Do you think the Academy is well-known locally and in the region as well?
The reputation of the Academy is expanding which is considered an assuring sign and an indicator at the same time of the eagerness of people to upgrade themselves to global standards. Because at a time where globalisation plays a key role and affects everyone's lives in one way or the other, we all have to be open-minded, practise flexibility, and understand our different backgrounds and respect them. Since the Academy opened, the demand has been going northwards and today we don't just receive people from Dubai only but also from the GCC (Gulf Cooperation Council) countries and other parts of the Middle East as well.

AVAILABLE COURSES

Corporate Etiquette

Includes but not limited to:
General attitude and inter-office relations.
Communication skills.
Table manners.
Entertaining for business.
Gift giving and receiving.
Cross-cultural behaviour.

Social Etiquette

Includes but not limited to:
Lifestyle and general behaviour.
Table etiquette.
The art of dressing a table.
Invitations and dress code.
Personal stationery and correspondence.
Tea party etiquette.
Home management.
Grooming.

Youth Etiquette

Includes, but not limited to:
Your manners.
Table manners and party manners.
Writing a resume, interviewing and presentation skills.
Telephone, cellphone and e-mail manners.
Manners at home, at schooland in public.

Expatriate Etiquette

Includes but not limited to:
Overview of the Arabian customs and cultural values.
Etiquette in social local context.
Etiquette in business context.

E-mail: info@
finishingtouch.ae
Website: www.finishingtouch.ae