The London Season successfully launches the opening of its expert etiquette academy at an inaugural Gatsby-themed ball on The World Island.

For two-hundred years, The London Season has been the heartbeat of upper class British society. In an ever-evolving world, The London Season has anticipated the need for global protocol and etiquette and has opened its doors to the public to provide an international protocol and etiquette academy, The London Season Academy, here in Dubai – the first of its kind in the region.


Jennie Hallam Peel photographed at home in Knightsbridge, London

Jennie Hallam-Peel, Chairman, The London Season, commented on the academy: “Having arranged numerous British and international social and business etiquette seminars in London for all types of business and educational establishments throughout the years, we are very happy to be opening the academy in Dubai, to shower our wealth of expertise on every aspect of etiquette and protocol of the modern world in the Middle East and beyond.”


To celebrate and mark the official opening of The London Season Academy, the company hosted a grand Gatsby-themed ball on The World Island, Dubai, yesterday evening. The event attracted debutantes, royalty and professionals from Europe and the Middle East region.

The London Season is synonymous with tradition, and both British and international codes of conduct in social, corporate entertainment and business environments. As such, The London Season Academy was established to offer the grandeur of British etiquette worldwide, through a range of courses and programmes aimed at corporates, academia and the public.

Sponsors of the event included:

Headline Partner

The London Season Academy


Al Tamimi Investments

Louis Fourteen

Emirates Airlines

Rolls Royce

Esteé Lauder

Banyan Tree


Old Swan & Minster Mill

Media Partners

Getty Images

Hia Magazine

Gulf Connoisseur


E Treanor Media

Stamp Entertainment

Abu Dhabi Big Band

Jahméne Douglas



Imprint Studio


Rana Saab 

DAS Collection



Event Conceptualisation

Jennie Hallam-Peel / Organizer / The London Season

Patricia Woodall / Organizer / The London Season

Denise Horne / Event Management / Red Dog Events

Jarmila Nikodijevic Fryntova / Creative Direction / Al Tamimi Investments

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