Step into the refined world of Israa Shaheen, an Etiquette and Protocol Expert whose career is as unique as it is inspiring. Leaving behind a conventional corporate path, Israa embarked on a bold journey into the art of etiquette, now serving as a trusted advisor to leaders and influencers across the globe. In this exclusive interview, she shares the pivotal moments that shaped her transition, the misconceptions she’s navigated, and how she helps professionals balance tradition with modernity. With a deep respect for cultural nuances and a passion for empowering others, Israa’s story reveals how mastering etiquette can unlock unexpected doors to success. Prepare to dive into a conversation that will reshape your understanding of social grace and its powerful impact in today’s fast-paced, digital world…
Can you tell us about your journey into the etiquette and protocol field, plus what inspired you to make the leap from your previous job to this career?
My journey into etiquette and protocol began with a realisation of the impact that refined manners and cultural sensitivity can have on professional and personal interactions. In 2015, I took a leap of faith, leaving a stable full-time job to immerse myself in the world of etiquette and protocol. The decision was driven by my desire to help individuals and organizations navigate social and professional settings with confidence and grace.
My background in Leadership and Human Resources Management, coupled with a deep respect for regional values and beliefs, provided a solid foundation for this transition. I was inspired by the possibility of making a tangible difference in how people present themselves and interact with others, contributing to their success and the positive image of their organizations.
What were some of the initial challenges you faced when starting your journey as an etiquette and protocol expert, and how did you overcome them?
One of the primary challenges was establishing credibility in a field where experience and expertise are essential. I overcame this by leveraging my educational background and certifications, such as those from The European School of Protocol and Protocolbureau, and by engaging in hands-on projects that demonstrated my skills. Building a network within the GCC region and delivering high-quality, tailored training programs helped me gain the trust of clients and gradually establish a strong reputation in the field.
What are some common misconceptions people have about etiquette and protocol?
A common misconception is that etiquette and protocol are simply about rigid rules and formalities. In reality, they are about understanding and respecting cultural norms and fostering positive relationships. Another misconception is that etiquette is only relevant for formal settings, while it is actually crucial in everyday interactions and can significantly impact professional and personal success.
How does mastering etiquette and protocol impact one’s professional and personal success?
Mastering etiquette and protocol can significantly enhance both professional and personal success by fostering respectful and effective communication, building strong relationships, and projecting a positive image. It helps individuals navigate complex social dynamics, make a lasting impression, and create an environment of mutual respect and professionalism.
What are the most important skills or knowledge areas you focus on when training executives and government officials?
When training executives and government officials, I focus on several key areas, such as: understanding hierarchical structures, mastering formal and informal communication, and adhering to both regional and international etiquette and protocol standards.
Additionally, I emphasise the importance of being a role model and leading by example, as leaders have a responsibility to set the tone for the work culture and the relationships they influence.
How do you tailor your training sessions to address the specific needs of diverse clientele, such as royal households versus corporate executives?
Tailoring training sessions involves understanding the unique cultural and organizational contexts of each client and the training needs. For royal households, the focus might be on maintaining tradition and protocol with utmost formality, while corporate executives might require practical guidance on modern business etiquette and networking. I customise the content and delivery to align with the specific expectations, values, and goals of each client.
What current trends or shifts are you observing in the field of etiquette and protocol?
A notable trend is the increasing emphasis on cultural sensitivity and inclusivity in global interactions. As the world becomes more interconnected, there is a growing need for professionals to understand and respect diverse cultural practices. Additionally, there is a shift towards more flexible and adaptable etiquette standards, accommodating both traditional values and contemporary practices.
How has the role of etiquette evolved with the advent of digital communication and remote work?
The advent of digital communication and remote work has introduced new etiquette considerations, such as proper virtual meeting conduct. The shift was noticed during COVID-19 days when almost everyone around the world was forced to work remotely. Professionals had to learn to navigate digital interactions with the same level of respect and formality as in-person meetings. This includes understanding virtual meeting etiquette, managing digital correspondence professionally, and maintaining appropriate boundaries in online interactions, especially on social media platforms.
What personal qualities are crucial for someone to excel in the field of etiquette and protocol?
Essential qualities include a strong sense of empathy, cultural sensitivity, and attention to details. Habits such as continuous learning, adaptability, and effective communication are also crucial for excelling in this field.
What advice would you give to someone looking to pursue a career in etiquette and protocol?
I would advise gaining a strong educational foundation in related fields, such as leadership and human resources, and pursuing relevant certifications. Practical experience, networking with professionals in the field, and continuously refining your skills are also key to building a successful career in the training field in general, and specifically in etiquette and protocol.
What has been the most surprising lesson you’ve learned from working with high-profile clients?
One surprising lesson is the universal value of empathy and respect in all interactions, regardless of the client’s status or cultural background. High-profile clients often appreciate genuine consideration and understanding more than rigid adherence to protocol, highlighting the importance of personal touch in professional settings.
What future goals or projects are you excited about in your career?
I am excited about expanding my consultancy services to include more comprehensive digital etiquette training and developing new resources to address the evolving needs of global professionals. I am also looking forward to running public face-to-face workshops and masterclasses in the UAE.
Besides your work, what are some hobbies or interests that you’re truly passionate about?
I am passionate about exploring different cultures through travel, reading self-development books, and practicing mindfulness techniques.
What’s a surprising or unusual fact about you that people might not expect, something that doesn’t typically come up in your professional bio or interviews?
An unusual fact is that I have an exceptionally strong hearing sense, and as a result, I suffer from misophonia. I recently started using earplugs during the day for me to be able to go about my day without being constantly triggered by noises.
What was the best piece of advice you were ever given?
“Find your Niche.”
10 years ago, Dr. Vidya Nandagopal gave me this advice when I decided to become a trainer, and I will always be grateful to her!
We often hear about your professional achievements, but can you share a personal achievement or moment in your life that you’re particularly proud of?
One personal achievement I’m proud of is losing 30% of my weight over the last couple of years, and keeping the weight I lost off until today. It requires dedication and a shift in my mindset and my relationship with food.
Outside of your professional roles, what’s something you’ve always wanted to learn or try but haven’t had the opportunity to explore yet?
I’ve always wanted to learn a new language, specifically French. I already know the basics from my school days, but I would love to learn it and practice it as well, as it would enhance my ability to connect with people from different backgrounds.
If you could have a one-hour conversation with any fictional character, who would it be, and what burning question would you ask them?
I would choose Amélie Poulain from the French movie Amélie. I would love to have a conversation with her to understand her character more and to learn more about her perspective on life matters.
What was your dream job as a child?
My dream job was to be a writer or a translator. I was fascinated by storytelling and the power of words, and I’ve always been good with words and self-expression.
What is your life motto?
“Don’t be yourself, be your best self.”
If you were to create a playlist that represents your life journey so far, what are the top three songs that would be on it ?
- Comptine d’un Autre été – Yann Tiersen
- The song of the golden dragon – Estas Tonne
- Je t’aime – Lara Fabian
What’s a memorable visual from your childhood that continues to hold significance in your life?
One of the core memories I have from my childhood is spending summer evenings at the Cultural Foundation in Abu Dhabi – UAE, where we would attend different sessions learning ballet, chess, and art, and once we were done, my siblings, my friends, and I would run outside to find our mothers waiting for us with homemade sandwiches which we looked forward to having.
Such memories make me appreciate the simple childhood we had, and I’m sure everyone who was raised back in the 90s in the UAE can relate to this specific memory.
If you had to sum up your life philosophy or a guiding principle in just one sentence, what would it be?
A life lesson I learned during my ACC journey with ICF, and since then it is my life philosophy: “The journey to understanding will lead us back to ourselves, where the answers we seek are found within.”
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