Amorepacific has been devoted to ‘contributing to humankind by creating beauty and health through technology and devotion.’ This vocation changed over time. Now, as part of our mission of “We make A MORE beautiful world,” we are committed to discovering unique beauty and its potential. At Amorepacific, we are taking one step at a time to create a world of New Beauty, where everyone is encouraged to discover and appreciate their own true, natural beauty. There are people who share a similar path, those who are building an empire of beauty of their own. News Square visited and interviewed those who are creating beauty in different areas of the world.

Our seventh interviewee is Sara Jane Ho, an international etiquette consultant who helps people discover their own unique beauty through etiquette.

Q. What do you do exactly as an international etiquette consultant?

I consider myself an “anthropologist of microculture.” Our daily lives are comprised of many small groups like our office, school, friends, and family. As a consultant I help students grasp the atmosphere of such different groups, observe behavioral norms, and learn them fully, so that they can be their best selves in any situation. To become a good etiquette consultant, you must be keen on students, and having the ability to empathize with them is particularly important. As you may have seen on Mind Your Manners, a Netflix reality show where I teach clients etiquette to create positive change in their lives, I communicate deeply with my clients by putting my heart and soul into every class.

Q. You earned your MBA at Harvard Business School and started your career as an M&A expert at Perella Weinberg Partners (PWP), an investment bank in New York. I'm curious to know how you became an etiquette consultant.

I graduated from Georgetown University in 2007 and worked at PWP based in Wallstreet for two years. Then, I went to Beijing in 2009 to volunteer for a year at a nonprofit micro-finance organization. I then went to Harvard business school and graduated in 2012. After graduating, I was inspired by Institut Villa Pierrefeu, a finishing school in Switzerland where I worked for a couple of months and decided to introduce the concept into China. The reason I worked at the finishing school was my mother. I grew up watching my mother inviting guests home and letting them have a pleasant time. However, she passed away from cancer when I became 21 years old, and my father did not invite guests home anymore and our home became a quiet, lonely place. I then realized that I could carry on my mother's legacy with etiquette and connected the idea to my career.

Q. How did your experience of spending many years overseas studying affect your career path?

My father has always told me to follow my heart and made me realize that if I love what I do and commit myself to it, I can achieve anything I want in life. Most parents would definitely be baffled if their children said that they wanted to be someone who teaches people etiquette. I can assure you that I am the only graduate from Harvard Business School who is working in this profession. As a person who grew up in a completely different environment like Papua New Guinea and the UK, I consider myself a global citizen. People from different cultures have helped this sensitivity grow in me and I learned to blend into a new community whenever I move to different parts of the world.

Q. You founded Institute Sarita in Beijing, China in 2013 and opened a second finishing school in Shanghai in 2015. Your classes made headlines back in 2013 when the school opened for over $10,000. What do you think has made people willing to spend a lot of money to learn etiquette?

Well, our brick-and-mortar classrooms are now closed due to the pandemic, but the reputation of the school, the quality of the classes, and classes that are customized to small groups of people seemed to have appealed to students. Instead of simply teaching etiquette, we teach an innovative way of feeling and thinking, which makes us different from other finishing schools. We transform lives.

Q. Your profession, an international etiquette consultant, and your business model per se are both very creative. We're curious about what kind of mindset and attitude was necessary to create a new field and to face the challenge.

I'm always one step ahead when it comes to students' needs. Etiquette is about reading between the lines. Perceiving the atmosphere, knowing what people would want next, and having an open mindset have helped me redefine what used to be inflexible and outdated manners into those that are more dynamic, fresh, and up to date.

Q. You said in Mind Your Manners that your classes focus on improving six aspects of life: Social graces, beauty and grooming, dressing, dining, business, and relationships. What were the standards and the reasons you have to come up with these aspects?

These are topics I've covered in my classes over the last 10 years. We must use these whenever we interact with people. Social graces draw people to us and leave a lasting impression. You need to beautify and groom yourself and dress up because the first impression is made in just seconds. Dining is a part of life and a key activity in social gatherings. Business is a means of life, which can make or break a lot of things. Relationships also make us grow. Healthy relationships make us exist as human beings.

Q. In Mind Your Manners you said, “Manners and etiquette not only bring out the best in students, but also help them feel comfortable caring for the people around them,” and “I guide people through the journey of self-discovery.” Just like the Korean subtitles of the show, “Life-changing Etiquette,” we saw students transforming themselves by regaining their confidence and self-esteem. How does etiquette transform people's lives do you think, as a teacher who has witnessed the transformation right before your eyes?

Etiquette is “the highest form of wellness” that makes you grow and improve your relationships with others. We all have some form of obstacles from traumatic or painful experiences in our childhood, so I help people recognize and overcome these obstacles by learning etiquette and becoming their best selves.

Q. Do you think etiquette is closely related to health?

Of course. We are living at a time when rudeness and violence are prevalent everywhere, including the workplace, school, and on the Internet. What happened to statesmanship, balance, and respect? The reason behind the lack of etiquette in the past few years is closely related to people's mental illness. Look at how lonely we are and how depressed the younger generation is. Relationships have a huge impact on our mental health.

Q. Was there any student who was especially memorable to you?

All students are memorable to me, but I can never forget those students who revealed and confronted their most vulnerable selves in their efforts to develop and change. This makes me feel that I have had a more positive impact on their lives in a more effective way.

Q. Tell us about a person or experience that has provided special inspiration to you in your journey of discovering your own beauty.

Around the time I first left Hong King to study at Phillips Exeter Academy, I was very shy. One of the classmates I met there was Flora, a kind, healthy girl from Ohio. She smiled at everyone she walked into and used to call people by their names cheerfully. Everybody loved Flora because she was warm all the time. I set Flora as my role model, and I gradually learned to treat people like her.

Q. You are bringing out inner and outer beauty at the same time through etiquette. I'd like to know about your own definition of beauty. If you have any expectations for Amorepacific in its pursuit for new beauty to safeguard that of the world according to the spirit of the times, what would that be?

Everyone has their own definition of beauty, but for me, beauty is about “how people around you feel about you.” Does your energy have a positive impact on others? I like to make people happy and hope that my personal beauty brings smiles to people's faces. I also expect Amorepacific to spread beauty that inspires many people.

Q. Tell us how you feel about the relationship between etiquette and beauty.

Beauty is the ability to make anyone around you feel comfortable. You need etiquette to realize that beauty. My parents taught me this ever since I was little, and I'd like to teach my children this, too.

Q. Last but not least, can you tell us about your future plans?

I just finished writing my second book on etiquette, scheduled to be published next year. It will be published by Hachette Book Group. I hope my Korean fans can read this, too!