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Join on Telegram Rabat – In today’s hyper-connected world, where interactions can either cross or blur cultural boundaries, the ability to navigate social and professional settings with grace is more valuable than ever.
Meryem Lahmar, the founder of the creative project Maison Etiquette & Protocol, has dedicated her entire career to guiding individuals and organizations to master this essential skill.
Through her Dubai-based international training institute, she curates a variety of specialized courses designed to promote civility, respect, and elegance in business and social spheres.
From corporations to etiquette expertise
“I have always believed that etiquette plays a crucial role in shaping the way we interact with others, both personally and professionally,” Lahmar said, in an interview with Morocco World News (MWN).
“That’s why I founded Maison Etiquette & Protocol in 2021—to offer the kind of training that can empower individuals to engage with confidence and dignity,” she added.
Lahmar’s path to founding the institute is deeply enshrined in her exhaustive academic and professional background, as well as her strong belief that etiquette is a cornerstone of human daily interactions.
With a bachelor’s degree in organizational communication and a master’s degree in marketing to hone her skills, she has brought her expertise to multinational corporations. She worked as a project manager in the office under the CEO within the Moroccan phosphate mining industry.
“Working in a corporate environment gave me firsthand experience in handling large-scale projects and high-profile diplomatic events. I interacted with many influential figures and quickly realized that the ability to navigate such settings with respect and professionalism was essential to success,” she says.
However, her passion for etiquette and protocol goes beyond just professional necessity. “I’ve always been fascinated by human interactions and the unspoken rules that govern them,” Lahmar shares with MWN.
“This led me to pursue certifications from internationally recognized organizations, such as the International Etiquette & Protocol Academy of London and the Institut Diplomatique de Paris. These certifications helped me refine my understanding and expertise in etiquette, which Iater channeled into the creation of Maison Etiquette & Protocol.”
The birth of Maison Etiquette & Protocol
Maison Etiquette & Protocol was established in response to a growing demand for specialized training in etiquette, particularly in a world where global interactions are the norm and knowing how to navigate them is vital.
The institute offers a wide range of courses, from business etiquette and diplomatic protocol to luxury hospitality, finishing touches, and social savoir-vivre.
“I saw a gap in the market,” Lahmar reflects. “Many professionals were excelling in their fields but lacked the tools to navigate the social complexities of their industries. Etiquette isn’t just a luxury, it is a necessity for personal and professional growth.”
The institute expanded its reach globally as it promises to provide tailored training to individuals and organizations seeking to improve their professional image and interpersonal skills.
“We offer bespoke programs for individuals, as well as group workshops,” Lahmar explains.
“Our goal is to offer a transformative experience that blends theoretical knowledge with practical application.”
A ‘tour de force’
When asked about the inspiration behind Maison Etiquette & Protocol, Lahmar’s response is clear: “I am deeply passionate about human connections and the ways in which etiquette can enhance those relationships. My mission is to empower people to become their best selves, to unlock their full potential through refined interpersonal skills.”
Her vision for the institute transcends the outdated notion of teaching etiquette as a set of rules. “I want to democratize etiquette,” Lahmar affirmed.
“I want people from all walks of life to see it as an accessible and valuable tool—something that can help them succeed in both personal and professional contexts.”
The values that guide her work are authenticity, excellence, and respect, with the first being the most central. “Authenticity is at the heart of everything we do,” she says.
“Our content must reflect the highest standards and be relevant to today’s world. Excellence is another cornerstone. We don’t just aim to meet expectations—we strive to exceed them. Respect is key, not only in our training but also in how we treat our clients and partners. It’s about creating a space where everyone feels valued and heard.”
Is etiquette relevant in this hyperreal world?
In today’s fast-paced, globalized environment, it can be difficult to ensure that etiquette training remains relevant and stands against the test of time.
Lahmar recognizes this challenge and addresses it head-on. “Our content is always evolving to stay in line with current trends and international standards,” she explains.
“We collaborate with internationally recognized academies and make sure our programs are aligned with the latest research in the field of etiquette. Every five years, we receive badges to certify the relevance and currency of our content.”
Her approach to modernizing etiquette training also involves adapting to the diverse needs of her clientele.
“We train professionals from various industries, including education, luxury services, and hospitality,” Lahmar notes. “Our programs are customized to suit each sector, ensuring that our clients gain the specific skills they need to excel in their field.”
Subverting misconceptions
A major challenge Lahmar faces is changing the perception of etiquette as something outdated or reserved for the elite. “Many people still think of etiquette as something stiff and old-fashioned,” she says. “But it’s much more than that.”
“Etiquette is about fostering respect, building meaningful relationships, and communicating effectively,” she continued, “It’s a tool that can help anyone navigate the complexities of modern life, both professionally and personally.”
She notes that etiquette is not about following rigid rules but about cultivating an attitude of respect and consideration for others.
“It’s about being aware of the context, the culture, and the people you’re engaging with. When you understand the nuances of communication and behavior, you can create a lasting impression and build trust,” she says.
Etiquette’s role in Morocco
As Morocco continues to strengthen its position on the global stage, the demand for professional etiquette training is growing.
Lahmar believes that etiquette is increasingly important for Moroccan professionals, particularly those working in international contexts. “Moroccan professionals have a unique advantage—they are adaptable and warm,” she says.
“But when they work abroad, there are certain cultural norms and expectations they may not be familiar with. That’s where our training comes in.”
She explains that Maison Etiquette & Protocol’s programs are tailored to help professionals navigate the nuances of international business.
“We focus on cultural intelligence, time management, communication skills, and understanding global business protocols. This empowers Moroccan professionals to be effective in diverse environments while still staying true to their cultural roots.”
Expanding in Morocco: a dream for the future
Lahmar’s vision for Maison Etiquette & Protocol extends beyond its current success in Dubai. “I’m Moroccan, and I’m excited about the possibility of expanding our presence in Morocco,” she says.
“With major events like the 2030 FIFA World Cup on the horizon, there’s a tremendous opportunity to bring etiquette education to Morocco and prepare local teams for international events.”
She is optimistic about the potential to showcase Morocco’s hospitality and professionalism on the global stage.
“I believe that with the right training, Morocco can stand out as a model of grace and sophistication. It’s an exciting time for our country, and I want to play a part in preparing our workforce to meet the global demand for professionalism and excellence.”
A noble mission for a noble cause
At the heart of Lahmar’s mission is a belief in the power of etiquette to transform and elevate individuals and organizations. “Etiquette is not just about making a good impression—it’s about fostering respect and building relationships that last,” she concludes.
“By equipping professionals with the tools they need to navigate the complexities of modern life, we help them unlock their full potential and succeed in a competitive world,” she told MWN.
With Maison Etiquette & Protocol’s continued growth and Lahmar’s dedication to expanding the reach of her training, it is clear that the institute’s influence will only continue to grow. Whether in Morocco, Dubai, or beyond, Lahmar is shaping the future of professionalism, one lesson at a time.
