Etiquette Etiquette
Etiquette Etiquette is a founder-led etiquette and protocol training consultancy serving individuals, corporations, universities, and nonprofits in the Washington, DC region through private coaching, executive presence programs, and signature dining experiences at The Willard InterContinental and Federal House Bar & Grille.
- Company typePrivate
- Founded2019
- HeadquartersNational, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Etiquette Etiquette does
Etiquette Etiquette® is a privately held, founder-led etiquette and protocol training consultancy founded in 2019 and headquartered in National Harbor, Maryland. The company delivers licensed executive presence, business etiquette, professional communication, and intercultural protocol training built on the founder's certification from The Protocol School of Washington. Its core products include private coaching, half-day and full-day corporate training (starting at $3,500 and $6,500 respectively), educational/nonprofit institutional programs (starting at $1,250), and the College & Emerging Leaders curriculum. Two signature experiential products—the Signature Afternoon Tea Experience hosted at The Willard InterContinental Washington, DC ($175 per person) and the newer Historic Downtown Annapolis Dining Etiquette Experience at Federal House Bar & Grille ($150 per guest)—anchor its premium brand positioning and venue-based delivery model.
The business model combines professional services revenue (training engagements) with one-time experiential fees (afternoon tea and dining experiences) and direct-to-consumer merchandise such as the $48 Signature Cream Polka Dot Scarf. Training is delivered privately, on-site (largely in the DMV region), and virtually via Zoom. Go-to-market relies on a sales-led motion comprising private consultations, corporate outreach, institutional partnerships, and content marketing via the company's blog and The Etiquette Journal newsletter. The customer base spans universities (Howard, Johns Hopkins School of Medicine, Bowie State University, NOVA, Pueblo Community College), nonprofits (Jack and Jill of America, SkillsUSA), corporate clients (Farm Credit, IDEO, SkillsUSA), venue partners (The Willard, Federal House), and individual professionals.
The company is founder-owned with no disclosed institutional capital, operates at a 1–10 employee scale, and has shown moderate expansion through 2026 product launches (Annapolis series, signature scarf), ongoing press visibility (Tasting Table feature), and PDI-POA industry membership. Its competitive position is anchored on the founder's credentials, exclusive venue partnerships, and brand recognition within the Washington, DC market rather than on proprietary technology or AI capability.
Etiquette Etiquette firmographics
Firmographics- Name
- Etiquette Etiquette
- Legal name
- Etiquette Etiquette
- Website
- https://etiquetteetiquette.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Etiquette Etiquette is a founder-led etiquette and protocol training consultancy serving individuals, corporations, universities, and nonprofits in the Washington, DC region through private coaching, executive presence programs, and signature dining experiences at The Willard InterContinental and Federal House Bar & Grille.
- Ownership category
- akta.pro rank
Etiquette Etiquette industry classification
Industry- Product category
- Professional Etiquette and Protocol Training Services
- NAICS
- Professional and Management Development Training (611430)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Professionalism & Business Etiquette (EDABAMAK)
- akta.pro secondary industries
- Workplace Communication & Professional Etiquette (EDAAAKAE), Employee Training, L&D & Certification Events (THAHAIAD)
Keywords
Where Etiquette Etiquette is headquartered
LocationHeadquarters
- HQ city
- National
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Etiquette Etiquette business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Infrastructure, Supply Chain, Others
Revenue model
- Professional Training Services: Private and institutional training including executive presence, business etiquette, protocol, and professional communication training delivered privately, on-site, or virtually.
- Afternoon Tea Experience: Signature Afternoon Tea Etiquette Experience hosted at The Willard InterContinental Washington, DC - approximately 3 hours with guided instruction, tea service, and certificate of completion.
- Signature Products: Sale of branded merchandise including the Etiquette Etiquette Signature Cream Polka Dot Scarf at $48.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Professional services/ project-based | Pay-as-you-go | Private & Small Group Coaching |
| One time/ perpetual license | Pay-as-you-go | Half-Day Executive Training |
| One time/ perpetual license | Pay-as-you-go | Full-Day Executive Training |
| One time/ perpetual license | Pay-as-you-go | Educational & Nonprofit Training |
| One time/ perpetual license | Pay-as-you-go | Afternoon Tea Class |
| One time/ perpetual license | Pay-as-you-go | Historic Downtown Annapolis Dining Experience |
| Unit Pricing | Pay-as-you-go | Signature Cream Polka Dot Scarf |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Etiquette Etiquette product offering
Product offeringCore offering
Etiquette Etiquette delivers licensed executive etiquette, business etiquette, and protocol training services to individuals, corporations, universities, and nonprofit organizations. Programs include private coaching, half-day and full-day corporate executive training, signature immersive experiences such as the Afternoon Tea Etiquette Experience at The Willard InterContinental and the Historic Downtown Annapolis Dining Etiquette Experience, and college and emerging leaders curriculum. The company also sells branded signature merchandise through its online shop.
Product overview
Etiquette Etiquette® offers a comprehensive suite of etiquette and professional presence training services centered around its core offerings: Private & Institutional Training, the Signature Afternoon Tea Experience at The Willard InterContinental, and the College & Emerging Leaders Program. The company provides specialized dining etiquette programs including Dine Like a Diplomat® and the Historic Downtown Annapolis Dining Etiquette Experience. Business etiquette training is delivered through the Outclass the Competition® and Professional Presence Training programs. The portfolio also includes signature merchandise (Signature Cream Polka Dot Scarf). Training formats include private coaching, corporate organizational development, and group experiences, with options for in-person delivery in National Harbor, Maryland and virtual sessions. The company recently expanded its portfolio with the Historic Downtown Annapolis Dining Etiquette Experience, a new signature series launched in 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Afternoon Tea Academy: Signature afternoon tea etiquette experience hosted at The Willard InterContinental Washington, D.C., featuring dining etiquette, social grace, and refined conversation instruction.
- Dine Like a Diplomat®
Products and services
- Private & Institutional Training Executive etiquette and professional presence programs delivered privately, on-site, or virtually for individuals, corporations, and institutions. Training includes business dining etiquette, leadership communication, and intercultural protocol guidance designed for today's global professional environment.
- Private Coaching Personalized etiquette coaching for professionals, individuals, and small groups seeking refined presence, confident communication, and polished social skills. Training focus areas include business etiquette, professional presence, dining etiquette, communication, and executive presence. Priced starting at $225 per hour, available virtually via Zoom or in person.
- Corporate Training & Organizational Development Advanced etiquette, professional presence, and executive communication training for corporations, leadership teams, universities, nonprofit organizations, and executive professionals. Half-day up to 4 hours starting at $3,500; full-day up to 8 hours starting at $6,500; educational and nonprofit training starting at $1,250.
- College & Emerging Leaders Program Professional presence and leadership etiquette training designed for university students and emerging professionals preparing for graduate programs, careers, and public service. Instruction integrates executive etiquette, communication skills, and intercultural awareness.
- Signature Afternoon Tea Experience An immersive etiquette experience centered on dining etiquette, social grace, and refined conversation hosted at The Nest at the historic Willard InterContinental Washington, D.C. Includes approximately three hours of guided instruction, traditional afternoon tea service, and a Certificate of Completion. Priced at $175 per person with a 10% group courtesy for parties of 5 or more.
- Historic Downtown Annapolis Dining Etiquette Experience Elegant dining etiquette experience at Federal House Bar & Grille in Historic Annapolis featuring professional dining etiquette instruction, a three-course meal, live poetry performance, and a Certificate of Completion. Priced at $150 per guest.
- Dine Like a Diplomat® Interactive dining tutorial featuring a multi-course meal experience for developing confidence and cultural awareness in international dining etiquette. Includes hands-on instruction covering place settings, silverware skills, menu etiquette, and American and Continental dining styles.
- Outclass the Competition® Business Etiquette Business etiquette training program focusing on relationship-building, professional confidence, poise, and networking skills. Covers topics including introductions, body language, conversations, and event preparation.
- Professional Presence Training Leadership training program focused on strategic elements of executive presence, helping participants strengthen confidence, refine communication, and project credibility. Covers visual presentation, professional attire, color psychology, and personal branding.
- Etiquette Etiquette Signature Cream Polka Dot Scarf Signature accessory reflecting timeless elegance. Lightweight cream wrap with subtle polka dots, made of 100% polyester, measuring 27 x 71 inches, suitable for wearing as a neck scarf, bag accessory, or head wrap. Priced at $48.
Companies that use Etiquette Etiquette
Customer profileNamed customers14 records
Segments5 records
Ideal customer profiles3 records
Etiquette Etiquette technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Etiquette Etiquette partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- The Protocol School of WashingtoncoreFounder Karene A. Putney is a licensed graduate and certified intercultural etiquette & protocol trainer through The Protocol School of Washington, the nation's leading institution for etiquette and protocol education. Training programs are grounded in internationally recognized principles.
- The Willard InterContinental Washington DCcoreExclusive venue partnership for the Signature Afternoon Tea Experience. The experience is hosted in The Nest at The Willard, a historic luxury hotel two blocks from the White House. Collaboration was formally announced through a national press release.
- Federal House Bar & GrillecoreVenue partner for the Historic Downtown Annapolis Dining Etiquette Experience series. Located in the heart of Historic Annapolis at 22 Market Space.
- PDI-POA (Protocol Officers Association)minorProud member of PDI-POA; Protocol Officers Association. Industry membership organization for protocol professionals.
- Tasting TableminorMedia outlet that featured founder Karene A. Putney's expertise in an article about afternoon tea etiquette rules.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Etiquette Etiquette competitors and assessment
Company assessmentDirect peers
- Lydia M. Ramsey Etiquette & Protocol Consulting: Long-tenured etiquette consultant offering business etiquette, dining, and executive presence programs for corporate and individual clients. Comparable product mix and customer base to Etiquette Etiquette.
- The International School of Protocol: Etiquette and protocol training school offering corporate, youth, and instructor certification programs across multiple US metros. Comparable curriculum and product line to Etiquette Etiquette's signature programs.
- Barbara Packer Etiquette & Protocol Partners: Washington DC-area etiquette and protocol consultancy offering corporate, executive, and government protocol training. Direct regional peer serving the same DMV executive/diplomatic clientele.
- The Protocol School of Washington: The nation's leading etiquette and protocol training institution where Etiquette Etiquette's founder was certified. Directly competes in executive etiquette, protocol, and intercultural training, and sets the credentialing standard in the category.
- American School of Protocol: Multi-city etiquette and protocol training school offering youth, corporate, and instructor certification programs. Directly comparable scope and product mix to Etiquette Etiquette's training and signature experience offerings.
- Polished & Pristine Etiquette: Corporate and youth etiquette consultancy delivering business etiquette, dining, and professional development programs. Closely comparable service catalog and go-to-market to Etiquette Etiquette.
- The Etiquette School of New York: Long-established etiquette training school delivering youth, adult, business, and dining programs in the New York metro area. Direct peer in product line and customer persona even though it operates in a different region.
- Beverly Hills Manners: Los Angeles-based etiquette and protocol firm offering corporate, youth, and dining programs. Direct competitor in business etiquette and executive presence training, with similar segment coverage.
Broad incumbents
- Debrett's: Established British authority on etiquette, protocol, and modern manners with training, publications, and corporate advisory services. Broader incumbent offering overlapping executive presence and protocol content.
- Corporate Class Inc. Corporate etiquette, dining, and protocol training firm serving Fortune 500 clients nationwide. Adjacent incumbent focused on enterprise etiquette training at a larger scale than Etiquette Etiquette.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Etiquette Etiquette social profiles
Digital presenceEtiquette Etiquette financial estimates
Financial estimateRevenue estimate
Valuation estimate
Etiquette Etiquette leadership team
Management profileNumber of profiles
Profiles1 record
Etiquette Etiquette funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Etiquette Etiquette M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Etiquette Etiquette
What does Etiquette Etiquette do?
Etiquette Etiquette delivers licensed executive etiquette, business etiquette, and protocol training services to individuals, corporations, universities, and nonprofit organizations. Programs include private coaching, half-day and full-day corporate executive training, signature immersive experiences such as the Afternoon Tea Etiquette Experience at The Willard InterContinental and the Historic Downtown Annapolis Dining Etiquette Experience, and college and emerging leaders curriculum. The company also sells branded signature merchandise through its online shop.
Is Etiquette Etiquette a public or private company?
Etiquette Etiquette is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Etiquette Etiquette founded?
Etiquette Etiquette was founded in 2019. It employs 1 to 10 people.
Where is Etiquette Etiquette based?
Etiquette Etiquette is headquartered in National, United States, in the North America region.
How does Etiquette Etiquette make money?
Three revenue lines are on record. Professional Training Services are the primary driver. The others are afternoon Tea Experience and signature Products.
Who are Etiquette Etiquette's main competitors?
Direct peers on record are Lydia M. Ramsey Etiquette & Protocol Consulting, The International School of Protocol, Barbara Packer Etiquette & Protocol Partners, The Protocol School of Washington, American School of Protocol, Polished & Pristine Etiquette, The Etiquette School of New York and Beverly Hills Manners. Broad incumbents are Debrett's and Corporate Class Inc..
Does Etiquette Etiquette have an API?
No public API is recorded for Etiquette Etiquette.
What industry is Etiquette Etiquette in?
Etiquette Etiquette's product category is Professional Etiquette and Protocol Training Services. Its primary akta.pro industry code is EDABAMAK, Professionalism & Business Etiquette, with a secondary code of EDAAAKAE, Workplace Communication & Professional Etiquette. Its NAICS code is 611430 and its SIC code is 8200.