Etiquette of London Social Guides

Various members of an effete British aristocracy are engaged as the domestic servants of an American millionaire. Henceforth, any American who is able to pay from $3 to $5 a day for the privilege, will be able to “hire” the services of some Englishman or Englishwoman “of good social position” if he wants somebody to serve as his guide in London.

Americans May Next Hire Titled Guides!

London Plan to Provide Men and Women of “Good Social Position” as Sightseeing Aides 

They Think It Will Fill a Want of Visitors to See Something of English Society

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Army Officers’ Scheme

Special Correspondence THE NEW YORK TIMES

LONDON, Nov. 6. — In a musical comedy now running in London and New York various members of an effete British aristocracy are engaged as the domestic servants of an American millionaire. Henceforth, any American who is able to pay from $3 to $5 a day for the privilege, will be able to “hire” the services of some Englishman or Englishwoman “of good social position” if he wants somebody to serve as his guide in London.


This, at any rate, is the ideal sought by a remarkable organization recently formed by two British army officers. Major Walter and Capt. Dennison Adams. These gentlemen have got together a new corps of guides, all of whom they guarantee as of blue blood and good social standing and eminently fitted to act as guides, mentors, and friends to whomsoever has need of their services. The men are drawn exclusively from the ranks of army and navy officers, or “equivalent sources,” to quote the circulars of the association, while the women guides are likewise highly recommendable in both birth and breeding.


“We have men guides,” said Capt. Dennison Adams, “who speak most European languages fluently, and who are experts in all sports and pastimes, from big game shooting to billiards. Our lady guides are women who know how to dress and where to do shopping, and what plays to see, and in fact, have all that knowledge of the right things in social life which can only be acquired by moving in good circles.”


We shall not touch, and do not want to touch, any such existing organizations as Cook's Guides. But you will easily see how useful our people will be. Parents want their children taken to the Tower, or to a pantomime, by a lady in whose hands they will be safe. A visitor of sporting habits wants to get into the English hunting field, to go to a race meeting without being fleeced, to get into the English sporting set of the highest class. American and Colonial visitors want to go to the right hotels, the best theatres, and to know something of English society. Well, our guides will do all that for them.


“Our men have been specially trained. What they do not know about London is not knowledge from every point of view —social, historical, geographical, artistic — and they are prepared to act as private secretaries. companions. or confidential friends, and to undertake every detail which will relieve visitors of expense, worry, and trouble. One lady, who is a Countess in her own right, speaks five languages.


A good deal of fun is being poked at this highly meritorious organization. A radical paper suggests that it should lead to admirable results unforeseen even by its promoters. If an American lady wants to play a good hand at bridge, one of the social guides might teach her how to face even a dowager duchess with courage and a cool head. If a foreign gentleman desires to be initiated into the mysteries of poker, the scion of a noble family would oblige him with a series of scientific lessons.


Dukes who have been ruined by the Budget will find a new career open to their talents. The younger sons of peers will, by enrolling themselves in the guides, meet rich American heiresses in the pleasantest circumstances. Colonial pork packers and others may become paying guests in old ancestral mansions, where they may study the social habits of aristocrats who are poor but honest. Rich parvenus will be able to get easy lessons in the etiquette of high life from people who have it to the manner born. The doors of Mayfair will be opened to them in moderate terms by guides provided with latch-keys. Our English aristocracy, threatened by this nasty wave of Socialism, may economise their resources by giving private exhibitions of the customs and habits of the smart set.


“Undoubtedly there will be a rush for enrollment in the social guides. We may expect to see beautiful peeresses waiting at Charing-cross to meet the boat-trains, and ladies of high degree conducting parties from Chicago over Westminster Abbey and Mme. Tussaud's. Young bloods late of the Guards, will be found lunching at the Savoy (expenses paid) with daughters of copper kings. Retired Generals who once led our armies to victory will now be found leading our Colonial cousins to Victoria Station. Indeed, the service of the London Social Guides suggests all kinds of happy possibilities which will increase the pleasure of our visitors and put moderate fees into the pockets of a deserving class.” — The New York Times, 1909

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