Iconoclast and rebel in the world of modern butlers
A pivotal point came in 1986, when Ferry’s wife co-organized an A-lister beau monde of beautiful people affair, which obligated the ministrations of top-class prime butlers.
The ever-steady rise of more diverse aristocratic lineage and rich families — oops, make that megabucks wealthy — through the years has created a dire, constant and increasing demand for butlers. Mind you, these are not the typical stuck-up housekeepers and know-it-all assistants as portrayed in theater, film and television. Rather, it is an appreciative new wave called “modern butlers.”
I distinctly recall the time I had a one-on-one dialogue with Steven Ferry, the highly-esteemed founder of The International Association of Traditional Butlers and the progressive chair and founder of the International Institute of Modern Butlers, when he visited Manila for a series of excellently-attended, eye-opener seminars and workshops at the Hotel Benilde Maison De La Salle.
The eldest of four siblings from a family of doctors, Ferry’s mother instinctively wished for him to pursue a similar career path. However, he dabbled in different pursuits — all supported by his father — such as writing and photography, intelligence and charity. He was a well-rounded gentleman, to say the least!
A pivotal point came in 1986, when Ferry’s wife co-organized an A-lister beau monde of beautiful people affair, which obligated the ministrations of top-class, prime butlers. It ignited a spark in him. The rest is history.
Modernizing the craft
A scion from a “well-to-do” clan — hush-hush, sans the loudest whisper — he basked in the finer amenities in life. Butling almost seemed like second nature to him. But most importantly, he absolutely loved seeing the gentlemen bow in gratitude and the ladies with wide smiles, after being served in the singular manner they are accustomed to.
With the goal to modernize, he has authored four books — The British Butler’s Bible, Serving the Wealthy, Hotel Butlers and The Great Service Differentiators.
Through this ongoing mission with devotion to update the olden craf t to the ever-constantly-and-continuously changing world of today, Ferry has been accused of being a nonconformist and even perhaps a rebel — all because he incorporated never-suggested-before beliefs and practices that were once considered farfetched, given the era.
“We are not just servicing British royalty. We are servicing Chinese mega billionaires, Russian oligarchs,” he said in our previous talk. “They have different expectations.”
‘Discretion… total discretion’
He seriously proposed and religiously advocated on the care, the meticulous manner of anticipation and the thorough attention to the most minute of details — all combined with more relaxed and holistic elements, to spring up with an exceptionally-rounded present-day butler.
Today, this contemporary take on the classic custom has grown to perhaps 50,000 — I repeat, 50,000 — butlers worldwide — a quarter of whom now are women!
In the recent past, he has likewise revealed he has trained entire staff from cruise liners where the vast majority, if not all, were Filipinos — male and female — due to the inborn natural care and genuine obsession for conscientious diligence our countrymen admirably possess.
Such qualifications, he has pointed out, make a good butler — as he firmly believes not everyone is cut out for the precisely punctilious job with integrity, solicitousness and intelligence, familiarity with the high life and the sincere willingness to learn — just some key aspects that he considers crucial for one who dreams to enter the ethos of this lifestyle.
A major dealbreaker? Discretion. Total discretion. “Talking about your guests — it doesn’t get any worse than that,” he declared.
Human touch
Today, this contemporary take on the classic custom has grown to perhaps 50,000 — I repeat, 50,000 — butlers worldwide — a quarter of whom now are women!
Recently, Ferry has established his own institute, which played a vital role in the modernization of this noble profession.
Due to the global health crisis, he has temporary postponed his worldwide visits to prestigious hotel chains and iconic resort conglomerates, multi-billion-dollar corporations and the decisively concerning private individuals, to train their staff on what it takes to embody the butler psyche.
Looking to the future, Ferry hopes that these bespoke and personalized experiences may be adopted by several other industries, to emphasize the human touch in a digitized world.