CEO Alison Cheperdak Couldn't Start Her Business Without This One Truth

SOCIAL AWKWARDNESS LEADS TO SOCIAL COMPETENCE 

Alison Cheperdak has discovered and utilized many tools that enable people to avoid the awkward conversational moments they have on a day-to-day basis. She has experience in many different social contexts including ice skating competitions, attorney offices, her own wedding, and the White House. She is passionate about her work in teaching etiquette due to her belief in the rising need for standards of dignity and her commitment to treat others with respect. Her main Instagram page, known as @elevateetiquette, contains over 600,000 followers. But with the traditional stigma of etiquette being that it restricts people from freely expressing themselves, what kind of etiquette does Alison teach to attract such large crowds? She began contemplating this idea of etiquette early in her college life. 

INESCAPABLE LESSONS ON ETIQUETTE - THE CLERK OFFICE TO THE WEDDING VENUE  

During Alison’s years in law school, she gained experience working as a law clerk for the federal government. The knowledge acquired here not only aided her in her law studies but also in her experience and interest with etiquette. Some unforgettable moments made her understand the importance first impressions have on people. “One lobbyist from California wearing red suede shoes and no socks despite the rain...handed out business cards with his first name only that were the size of coasters,” she shares. 

While working for seven months in the White House, Alison began to see how leaders are scrutinized by their audience in just a matter of seconds. This experience emphasized again the importance of first impressions as well as having emotional intelligence to stand out and succeed in the pressure-cooker corporate world.  

Along with these realizations from everyday encounters in her work life, the pinnacle of need occurred while planning her wedding with her fiancé, Jason. “As we prepared for marriage, I became absorbed in the rituals, expectations, and unspoken rules that shape meaningful moments. I got my first etiquette book hoping to answer the many wedding etiquette questions I had at the time, and things escalated quickly.” Not finding what she was looking for, Alison realized the great need the world had for proper advice regarding etiquette. She began this journey of teaching etiquette by first enrolling in etiquette certification programs such as The English Manner and Beaumont Etiquette. She then created her social media page, which quickly became known by millions of people. 

ALISON’S UNIQUE SPIN ON ETIQUETTE 

One teaching about etiquette that Alison emphasizes is that it should serve people rather than hinder them. By clearly addressing the common negative perceptions regarding etiquette, Alison can describe a new and better way that involves experiencing the benefits of etiquette. She emphasizes the idea of grace rather than criticism. When asked what to do if one makes a bad first impression, she responds: “While strong impressions are ideal, it's never too late to turn things around and overcome an underwhelming first impression....Mistakes happen to the best of us, and in apologizing appropriately, you will likely gain more respect.” The idea of owning up to one’s own mistakes is a core point she makes throughout her book.  

Alison also believes in the idea of leading with conviction. “Strength in speech is not about volume or sharpness but clarity and composure.” Etiquette is more than just guidelines that provide people with a better way of doing things. It is fueled by confidence. Alison exudes this confidence not only through her character and speech but also in her outward appearance. Often wearing pastel outfits, blue mascara, and platinum blonde hair, she is not what most people would consider a stickler to the rules of traditional etiquette. Rather, she introduces a newer form of etiquette, characterized by grace and strength versus a strict set of rules. Her business is now called, Elevate Etiquette. 

In her new book Was It Something I Said?, Alison provides many practical tips on etiquette. Regarding clothing, she explains the art of the black tie, describing the step-by-step process for wearing one and how all the details of the lady’s outfit including the length of the dress, striking details, and accessories complement the gentleman’s outfit. She also says that the best handshake involves the right amount of force which is just as much as is needed to open the refrigerator door. Lastly, she mentions the importance of one’s chin posture – too high and one will look proud and unapproachable, too low and one will look sad, but a chin parallel to the ground will make one look humbly confident.   

MAKING PEOPLE’S LIVES BETTER 

Alison’s passion for etiquette comes from her desire to make people’s emotional and physical lives better. Observing over the years the impact etiquette has had on people’s careers and personal relationships, she is driven to continue informing people about this topic. "My hope is that through Elevate Etiquette I will be able to share what I’ve learned, help you avoid repeating my mistakes, and amplify or initiate your appreciation for the art and palpable impact of kindness, consideration, and compassion.” 

To learn more about Alison Cheperdak, purchase her latest book, Was It Something I Said? or learn more about her Etiquette Coaching, click the LINK! 

CREDITS

Author of Was It Something I Said?, (W Publishing/2026); Former Attorney, News Anchor for NBC, a and White House West Wing staffer; Internationally Certified Etiquette Coach; Public Speaker having spoken at Harvard Law School, the U.S. Congress, and the White House; competitive ice dancer throughout her childhood; Attended Villanova University where she earned a Bachelor of Arts in communication and obtained her Juris Doctor from the George Washington University Law School; Resides in Washington DC with her husband.