Agenese Guillaume Rué based the Bernardac Academy in Shanghai devoted to Western labels and codes for the Chinese language elite. A vocation to which his paternal grandmother woke up him.
It's a fantastic success story than that of a 32-year-old Agen who conquered the Chinese language elite market. Guillaume Rué, son and grandson of a dentist and psychiatrist from Agen, created in Shanghai in China in 2014 his enterprise of "etiquette", particularly guidelines of decency and social codes supposed for the rich or rich Asian diaspora.
The Bernadac Academy was born from the aristocratic patronymic of his beloved grandmother Julienne. A grandmother who instilled in him a style for good manners like a viaticum. A girl born in 1928 in Morocco and whose father and uncle have been instructors on the time of the French protectorate, for the youngsters of notables and distinguished personalities and of their ranks, the younger crown prince Moulay Hassan, the long run Hassan II, king of Morocco. Along with the classical classes, French savoir-vivre was supplied. The childhood of Guillaume Rué was subconsciously marked by this sense of magnificence, comfort, self-discipline for the needs of aesthetics and distinction. He’ll make this baggage handed on as a legacy a power a few years later.
After a highschool diploma on the Lycée Bernard-Palissy, an HEC prep on the Lycée Ozenne in Toulouse, he joined the Audencia enterprise faculty in Nantes specializing in luxurious and beauty advertising: "I returned to the luxurious division of Loréal for an internship the Biotherm model account. An space that I favored very a lot. Then as a part of my research, China, which was beginning to climb, was strongly suggested to me. So I went on a six-month change journey to Yonsei College in Shanghai the place I took programs in Chinese language and enterprise. However it was a tradition shock. I used to be not prepared in any respect. It appeared troublesome to combine into this nation. " An expertise that turned out to be tough and destabilizing when it comes to benchmarks. "After I returned to France in 2011, I confided in my grandmother who defined to me that Morocco, on the time of the French presence, had additionally been pressured to confide in one other tradition. Like China, closed for the reason that 1980s, which was starting to draw Westerners and expatriates economically and which was experiencing sturdy enlargement. She needed to put together to confront the cultural distinction ”.
Former French concession district
His eyes mild up then: "My entrepreneurial spirit tilted and I spotted that I had issues to do in China". Guillaume completes his research in France with an internship at Dior in Paris within the Advertising and marketing division. He obtained a primary place with Yves Rocher, however the dream of conquering the Chinese language chief returned usually to faucet him. His plan to show Western social codes is starting to take form, strengthened by household transmission. "I began a market examine in early 2013, surveyed the weak competitors that existed on the time in Europe, Nice Britain, Canada and the US, questioned Chinese language folks." In the summertime of 2013, he set sail for the megalopolis Shanghai to strategy chambers of commerce and enterprise golf equipment. And at the beginning of 2014, he lastly settled within the sprawling metropolis of Shanghai, the nation's monetary coronary heart, and arrange his places of work within the district of the previous French concession on the coronary heart of Huhai Zhong Road. He learns Mandarin intensively, thwarts cultural difficulties and strangeness, observes codified customs and habits, imbibes them, learns the principles. And he launched his exercise by surrounding himself with a cosmopolitan group (Chinese language for the industrial and advertising half, but in addition German, Serbian, Russian, Ukrainian). A serious asset, along with being French, the "Grail For Chinese language folks fascinated by France, Paris and the French sense of stylish and glamor. “The clientele comes from the large cities of China. These are individuals who journey lots, open to the worldwide. Corporations which can be additionally conscious of the challenges of picture and look "and who’re longing for social codes.
There in Shanghai but in addition in Beijing, Chengdu, Nanjing, Guangzou, Shenzhen, he trains a clientele which navigates in luxurious, vogue and the altering universe of manufacturers, in tableware (the examine of cutlery, easy methods to stand), in upkeep classes, in public eloquence, to show a haughty, slender and sleek gait as on an invisible thread, to current a gratifying picture of oneself, to decorate with presence, to tie a tie, order a pocket. Passionate, Guillaume has devoured many works of fashion and way of life.
Coaching supplied by the Academy in massive resorts within the futuristic district of the Bund or lovely locations to refine his profile, his skilled and social picture and undertake good manners: "even when I don't actually like this time period that I choose too pedantic. Chinese language individuals are very pleased with their tradition, however they need to take care of their picture exterior. The physique influences your house in society, says a sociologist buddy. Chinese language girls are seen as fragile, like little ladies who’ve the appropriate to make whims ”. The Bernadac Academy intends to remodel them into refined girls of the world. Yet another step with regard to training in Asia which has already strengthened the style for the humanities, the training of the piano at the price of an iron self-discipline, virtually navy. In different phrases, to complement one's data of being and to know easy methods to reside for a inhabitants which suffers from gross stereotypes not like Japanese refinement. What Guillaume Rué nuances: "It could be true in sure rural provinces, however why ought to we modify that? However not in massive cities ”.
He and his group administer English language coaching – "a robust social marker within the minds of the Chinese language" – for companies, enterprise clients and people. "Of which 95% are girls aged 25 to 50, metropolis dwellers, socio-professional classes ++ and 5% younger folks".
For the prized butler in China, society is altering, mentalities are altering: “Even rich males are now not content material to do the job by guaranteeing an costly way of life for his or her wives. They aspire to work on their picture ”. They examine easy methods to serve and style a very good wine, with out essentially deepening their data of oenology, guaranteeing their clothes.
Place in sight
To be in sight, to be seen, to be seen and to convey a picture of excellence, stay the Alpha and the Omega of this good Chinese language firm keen on distinction, manufacturers and French class.
Prestigious labels akin to Gucci, Cartier, Christofle, Givenchy name upon its providers, Japanese and Korean cosmetics established in China, the Ritz Carlton resort … The Waldorf Astoria is an enormous accomplice of the academy. Guillaume Rué additionally signifies that regulation corporations and legal professionals, the world of bijou, resorts and luxurious actual property, in addition to sure worldwide faculties and authorities our bodies, are amongst his portfolio of purchasers who guarantee his development. double digits annually. Corporations are keen to coach their employees, but in addition to place their occasions when it comes to picture and status.
“We now have launched a course which consists of realizing easy methods to pose on images. It tends to dethrone the sector of tableware ”. Its academy has educated 13,000 folks since its creation.
The younger Agen who’s recharging his batteries in his hometown for the tip of 12 months celebrations, foresees his close to future in Shanghai. He loves his vitality which galvanizes him: "A metropolis that goes quick, in fixed adaptation". However he hints that he would possibly unfold his idea to different elements of Southeast Asia ultimately.