Mention the word “etiquette” and many picture white gloves, formal dinner parties, and the quiet anxiety of selecting the correct fork. Jaclyn Marais (pronounced “Muh-Ray”) is well aware of that misconception. The Boerne native and founder of Class Act with Jaclyn hears it often, yet her personal philosophy takes an entirely different approach. To Marais, etiquette has little to do with memorizing rigid rules and everything to do with how we make other people feel.
"To me," she says, "etiquette is really just consideration put into action." This simple definition reframes the entire conversation. Rather than teaching people how to appear refined or impress others, Marais views etiquette as a tool for connection. The goal is never perfection; it is helping those around you feel comfortable, respected, and valued.
That philosophy feels particularly at home in Boerne, a town that naturally prioritizes relationships and warm hospitality. In a close-knit community where neighbors frequently bump into one another on Main Plaza or at local shop storefronts, genuine consideration forms the fabric of everyday life. "I love Boerne," she says. "The sense of community—the people here value relationships. Etiquette complements that beautifully because it's really about connection."
Marais did not arrive at this career overnight. Before launching her business in 2021, she spent years in the property management industry, where hospitality and relationship-building were the highlights of her work. As her children grew, she sought a new path that aligned with her family life and personal interests. "I wanted to spend more time with my boys," she says. "But I also wanted to do something that I loved."
Her lifelong interest centered on the psychology of human interaction: how first impressions form, how true poise develops, and how simple acts of kindness transform relationships. Growing up, Marais did not always feel naturally confident, so she intentionally studied these skills, eventually completing formal etiquette training before turning her passion into a vocation. "The more I studied etiquette," she says, "the more I realized it wasn't about rules. It was about people and connection." Her family found the career path fitting. "My family says this is exactly who I was as a child," she laughs. "I always loved tea parties."
Following the launch of her business, one of the biggest surprises was the overwhelming interest from parents seeking coaching for their children. Parents began asking for guidance with foundational skills like introducing oneself, maintaining eye contact, initiating conversations, and making new friends. These requests inspired Marais to create "Kiddiquette," a program that quickly became her most requested offering. Her reasoning remains wonderfully practical: "Confidence is easier to build than repair," she says. In an age where young people spend significant time behind screens, learning how to offer a firm handshake, speak up in group settings, and navigate dining environments gives children a tangible sense of self-assurance.
Marais recently hosted a children's workshop at a local library and plans to expand her offerings throughout the Boerne community. Beyond teaching basic manners, her primary reward is watching hesitant children transform over the course of a single hour. They leave standing taller, making direct eye contact, and carrying the belief that they can enter unfamiliar social settings with ease. It’s lessons like these that provide a foundation lasting far beyond childhood.
While etiquette was once associated with rigid social conventions, Marais sees modern etiquette becoming increasingly vital. "I think etiquette is making a comeback," she says. "People aren't looking for outdated rules. They're looking for confidence. They want to know how to navigate conversations, relationships, and social situations with poise and grace."
Digital communication has heightened this need. In an era centered on text messages and social media feeds, face-to-face connection requires intentional effort. Simple habits like maintaining eye contact, practicing active listening, responding promptly, and staying fully present are becoming increasingly scarce. "It's such a rare thing these days to actually hold a conversation," she notes.
Today—where screens can encourage hasty or detached communication—this lack is evident in everyday habits like forgotten text messages, unanswered voicemails, delayed emails, and sudden silence, all communicating a negative message to the recipient. While full daily schedules are ubiquitous, Marais reminds us that small interactions leave lasting impressions. Her advice remains straightforward: always remember there is a living person on the receiving end. “Treating people like they matter," she says, "is a huge part of etiquette."
When asked for a single habit anyone could adopt today to improve their relationships, Marais offers a clear starting point. "Eye contact," she says. "Put your phone away. Be fully present. Listen more than you speak." She pairs this advice with a core principle that guides her work: "People rarely remember what you said, but they remember how you made them feel."
And she says this paradigm should apply to every interaction, including exchanges with service workers, baristas, and drive-thru attendants. For Marais, brief daily encounters speak volumes about personal character. "It's the little things," she says. "Someone goes home remembering that one person who looked at them, treated them with respect, and showed genuine interest."
Her perspective offers a welcome shift. Etiquette becomes less about polished appearances and more about practicing everyday humanity. Confidence and regard for others work in tandem. When individuals learn to value themselves while honoring others, conversations flow easily, relationships deepen, and communities grow stronger.
Reflecting on what she hopes people take away from her work, Marais keeps her message clear. "I think people just need to slow down," she says. "Notice people. Put your phone away during conversations."
Ultimately, Marais is sharing something far richer than traditional manners. In a fast-paced world, her vision of etiquette offers an invitation to slow down and ensure the person right in front of us feels genuinely seen. She smiles and quotes the phrase featured on her business card: "Good manners never go out of style."
classactwithjaclyn.com | 210-326-9683 | jaclyn@classactwithjaclyn.com
Location Sunny’s All-Day Brunch & Bar sunnysbrunch.com
Models Maeve and Harley Smith
"I think etiquette is making a comeback. People aren't looking for outdated rules. They're looking for confidence. They want to know how to navigate conversations, relationships, and social situations with poise and grace."
"It's the little things. Someone goes home remembering that one person who looked at them, treated them with respect, and showed genuine interest."