By Heba Elkayal
In a large studio space in a Heliopolis apartment is En Vogue, Shirley Shalaby’s finishing and modeling institute, set up 20 years ago by the former model. Today, she teaches dance lessons and catwalk modeling, in addition to providing image consultation and etiquette training services for both young and mature students.
Not only content with being Egypt’s sole educator of etiquette and manners, Shalaby is set to release a second book on the subject this Saturday entitled “Beyond Charm.”
“The book is a replica of my noisy, colorful and active workshops,” says the author who, in addition to running En Vogue, the Middle East’s sole finishing and modeling institute, is a beautiful example of good manners and old-fashioned etiquette. She has a presence in the room, emphasized by a controlled walk and posture.
“The inspiration of the book was built upon the work of my first published book ‘Fann El-Etiquette,’ or ‘The Art of Etiquette,’ as I kept channeling out beyond the orbit of positive thinking, beauty, etiquette and behavior.”
“My approach to teaching is human and practical, it is a blend between my knowledge of Egyptian customs, habits and social manners and my exposure to a western experience and education,” she said.
Shalaby is a certified and active member of the Federation of Image Consultants and the Association of Colourflair, both based in the UK. Her experience as a former model is quite handy for her current profession.
Shalaby has lived in both Canada and the United States, and had modeled whilst there. Today, her daughter Karina Shalaby graces many a magazine fashion spread, carrying her mother’s lessons outside the classroom.
“Beyond Charm” is an interesting and informative read, written as an easy reference guide with images and diagrams to illustrate Shalaby’s key points. Divided into seven chapters, Shalaby covers the basics of dress, behavioral, professional and dining etiquette with advice written in a thoroughly explanatory tone.
The book is divided into chapters on etiquette beyond words, the art of hosting, a chapter for men covering dating etiquette tips, everyday behavior and posture, managing one’s wardrobe, matching style to personality and dressing for work.
In her chapter “On the Art of Being a Perfect Host/Hostess” she writes: “There’s an art to receiving guests that anyone who loves entertaining and appreciates good food can learn, provided they are willing to make the effort.”
Clearly, those hoping to learn from Shalaby better straighten their backs and listen up, but the doyenne of manners and good graces also offers interesting explanations on contemporary manners. The formality of one’s grandparents is outdated in our modern context, and Shalaby admits that there is little room for it in our lives today considering the stresses of contemporary life.
Interestingly enough, the book heavily focuses on body language, moving beyond the simple lessons about walking with one’s head up.
“The book sheds light on basic etiquette rules by giving justifications to why things are done in the order in which they are done. Their aim is to improve one’s communication technique with others. Human and social psychology assist in formulating these justifications.
“I discovered the secret that any employee requires in order to become a CEO one day and that is by making himself visible within a corporate ambiance. Being visible is as important as being competent, and the latter is not enough to achieve success. My advice shields and packages aspiring CEO’s behavior into a more confident coating. Talking with confidence, introducing oneself with confidence, all these subjects and others are highlighted in my book.”
Set to be available in all major bookstores across Egypt, the book will retail for LE 110, an affordable gift to give this holiday season, or even buy for one’s self.
En Vogue
12 Omar Ebn El-Khatab St.,
Ramo Gardens, opposite CityStars
Nasr City, Cairo
Tel: (02) 2414 6875 or 012 813 6789
www.shirleyshalaby.com
