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Team of professors and lecturers of recognized prestige in their fields.

The profile of our professors and faculty team is based on strict criteria including their high level of experience, international recognition and attitude. 

We also work in collaboration with international lecturers and international leading brands within the luxury and prestige industry, who will give masterclasses on their area of expertise.

Arantxa De La Peña

Economist. Former Marketing Director at Reig Capital - Luxury & Retail: Vasari, Mandarin Oriental Barcelona, Manolo Blahnik, Azzaro.

Expert on Customer strategy, Innovation and change management and Leadership Development.


  • The Market of Luxury: process of purchasing, decision factors, how the customer relationship experience works in luxury.
  • Leadership and Management Skills.


Art Historian. She has a degree in Art History, a Master's degree in Contemporary Art and a postgraduate degree in Management and Direction of Cultural Platforms.

She founded Ágora Servicios Culturales in 2000 and taught at the Instituto Cervantes in Munich until 2014 while collaborating with the Bayerischestaatsammlung and providing teacher training at the universities of Augsburg and Nuremberg-Erlangen as well as at the Colegio de Doctores y Licenciados en Filosofía y Letras de Cataluña, the Universitat de Girona and the Rosa Sensat School. She has carried out educational projects for the Barcelona Provincial Council, the Arranz-Bravo Foundation, the Vila Casas Foundation, Pueblo Español and Roca Barcelona Gallery, among others. She has written books and articles about art education and the figure of Goya in particular. She currently creates content and presents television shows on art (TV3 and BTV), teaches at the Barcelona School of Art History and is a curator at IDEAL Centre for Digital Arts in Barcelona.


  • Art and Auctions
  • The Value of Time
  • About the Beauty
Janina Messeguer


Life Coach and Executive Coach. Team leadership trainer. Consulting and systemic facilitation. Coach of students and tutors.


  • She will be your “angel”, as a catalyst and mirror to reinforce and / or maintain or create new tools and resources to improve your level adaptation to training, reaching maximum involvement and commitment in the final academic and personal achievement.
Amira Shuaibi


Titled in Protocol and Institutional Relations. Creator and CEO of the BEAUTY BRIDAL DAY and THE BEAUTY DAY. specialist in boutique events.


  • Social and International Etiquette
Pedro J. Utrera


Luxury expert in creating successful strategies, managing reputation and building brand equity in the group LVMH.

PA and luxury expert with more than 15 years of experience in creating successful strategies, managing reputation and building brand equity for Premium brands. He has been working the last 12 years in the group LVMH, first worldwide luxury group, where he has been involved in international projects and has achieved 5 Global Innovation Awards.

Currently he works as an independent communication and business consultor, digital mentor and is also a lecturer in the most relevant international business schools.


  • Etiquette and Protocol
  • Managing celebrities
  • Outstanding service
  • WOW factor in events management 
  • Introduction into the Luxury Univers
David Blay Tapia


Journalist. Remote work lecturer and consultant. Sport players and teams press officer. Podcaster and TEDx conferences speaker.


  • Communication skills
  • Speaking in public
  • Personal branding
  • Networking 
  • Remote work

Veronika Dovgan

Veronika is a business coach in the field of image strategies and reputation management.

Graduate of MGIMO International Oil and Gas Business (Master of business administration), London Image Institute (Business Image), University of Missouri (Public Affairs), member of the international Association of image Consultants IAIC. More than 20 years of experience working with the owners, CEO and top officials of the largest companies, from the position of PA of CEO to the Director of Strategic Communications in different industries: the oil and gas, energy, construction and manufacturing industries. Management experience of more than 12 years.

Veronika Dovgan supervises negotiations with the administrations of the constituent entities of the Russian Federation, top officials of cities and regions, building effective interaction with federal and regional state authorities, the most influential leaders of public opinion.

  • Personal Image
  • Reputation Management
  • Communication Strategy
Sara E. Bernat


Cultural Analyst and Luxury Brand Strategist, P.h.D. in Sociology (Luxury Studies with a specialization in Sustainable Luxury), Humboldt Universitat, Berlin (Germany); M.A. in Brand Strategy, School of Visual Arts, NYC. C.E. in Fashion Marketing, Parsons, Paris; B.A. in Communication and Psychology, The American University of Paris

The aim of her research is to study consumer motivations that drive the sector.  In tandem with her research, she advises emerging and established organizations in both the private and public sectors on strategic branding, globally.


  • The Market of Luxury
  • The 1% Lifestyles 
Claudia Peyghambari


She has been gaining experience in all of these subjects since she started her yachting career 9 years ago.

Travelling and working for wealthy families from all over the world have given her an adaptability and an appreciation for a job excellent done. Time management, excellent management skills, as well as a domain of cultural codes, are crucial when it comes to elite service of any kind.


  • Personal Branding
  • Management Skills
  • Serving and Service
  • 1% Lifestyles
  • Cultural Codes
  • Yachting Etiquette 
Cristina Martí


Master in High Management in Policy and Strategy of Tourist Destinations. Personal Angel for the UHNWIs at Alberta La Grup.

She is part of this small yet powerful and growing world of Personal Angels.

After a few years searching for his passion, I discovered that his skills went beyond doing a job, it was about feeling it. After about 7 years dedicated exclusively to being a PA, she will contribute her grain of sand to this Postgraduate course. Experience, anecdotes and episodes from his days. The meaning of being PA, what it is and what it is not…. “A day in the life of a PA” as well as a part of “1% Lifestyles the UHNWIs” to meet and get into the leisure and entertainment of this small part of the population; anticipate your requests and be sure to advise and manage your most exclusive activities.

  • A Day in a life of a PA
  • Key Experiences for the UHNWIs
  • The Art of Traveling
Paula Azouth


PA of Musical Celebrities - Award Wining DJs, and exclusive wordlwide Representation of Artists. PR, Festival Events Organizer, Logistics Director.

Text read more 


  • Private Events Design
  • Organization and Production
Anuska Lago


Butler and House Manager PA - Private Household in London with a wide experience in teaching to high performing.

Since 5 years ago, she’s located in London, where she has been working as House Manager-PA-Butler in private households.

Quality, Service and Management rule her life, which explains her career move into Private Service in 2016. She began my career in hospitality progressing to Hotel GM, to launch two resorts. Finance, staff management, hotel operations and guest relations were a daily occurrence, over a period spanning almost 15 years.


  • Residence Management for the UHNWI
  • Table etiquette 
Gerard Dalmau


From his beginnings as a Concierge at the Ritz Hotel in Barcelona, he decided to specialize as a Butler, PA and Event Coordinator for different companies, hotels, Royal Families and HNWI.


  • Conciergerie
  • How to Pack smartly and Unpack perfectly
Lourdes Carbó


Graduated as International Senior Management Assistant from the Laussane School, involved in the universe of PAs for +25 years, for senior management teams in corporations and for UHNWI, family offices. Founder of Alberta La Grup and TLI.

Expert on Marketing and Communication in several multinationals, before launching her own company. 


  • The Lifestyle of the 1% the UHNWI 
Jordi Garcia


Economist. Former as proud member of the secret service for the President of Catalonia, with a wide background as a policeman, a 3rd level of speciality as bodyguard.

Jordi also advices Startups, Universities and NGOs in fundraising. 


  • Personal Security for PAs and their beloved Clients. 
Victoria Simpson


Graduated BA Hons in Marketing and PR Management and MBA. 15 years professional experience in high-end Event Management and the Luxury Hospitality Industry. Specializing in Service Excellence and International Luxury Sales.

  • The Art of Outstanding Service 
Neus Arque bns


She is a writer, digital analyst and a lecturer on Visibility & Reputation Neus is a lecturer on Visibility & Reputation Management at various postgraduate programs in Barcelona and abroad.  

She is the author of both fiction and non-fiction. Her award winning-novel Caída Libre features Mía, a P.A. working in Barcelona.  To research for it, she had the support of Lourdes Carbó. In non-fiction, Neus has published Y tu, qué marca eres, the first handbook on Personal Branding in Spanish.

  • Personal Branding and Reputation
Jil Van Eyle


Former Personal Assistant to Mr. Frank Rijkaard - FCBarcelona coach 2005-2009 and creator of the Teaming initiative. ​

  • Philantrophy
  • How to assist Celebrities
Samina Azam


She is an award-winning C-Suite Executive Assistant. During her career she has worked for an array of blue-chip companies. She is an international keynote speaker, storyteller and influencer.

During her career she has worked for an array of blue-chip companies, starting at GlaxoSmithKline at the age of 18. She has a deep passion for her sector and promoting learning and development. Through her passion for studying she has worked in charity, education and social healthcare. More recently Samina has followed her passion and has designed her own company, Oculus Creative Learning, a space to capture authentic, immersive and bespoke learning. She is also currently studying towards her coaching diploma.

  • Charity and Philantrophy
  • Business Management – Corporate EA
  • Social Skills- Emotional Intelligence
  • Introduction to being a PA
Stacey Pinkerton


Stacey’s professional background in the entertainment and health industries has granted her a unique insider's perspective to navigating high stake relationships. After Surviving sexual assault from one of America’s most revered celebrities, she redefined this trauma into a source of empowerment for herself and others, thus becoming a Thriver.

Her work in healthcare includes offering education, support and assistance to other Victims of abuse, while her radio journalism experience highlights her talents of identifying and asking the tough questions others safely avoid.

Her passions in acting and creating meaningful artwork have expanded into other realms which have proven just as valuable.

Throughout all of Stacey’s professional and personal endeavors, the themes of transparency, safety, respect and empowerment run deep and contagious.


  • Abuse of Power
  • Teaching one how to be Resilent.
  • Empowered and to use your voice.
  • Tools and techniques to improve well being and self determination

Xavi Montardit

Licensed in biology, specialized in botany, by the autonomous university of Barcelona. Graduated from the School of Floral Art and Landscaping of Catalonia, as a master florist. More than 20 years of experience in the universe of flowers.

  • The Univers of Flowers


Claudio Heldt

Born in a hotel, he new deep down that working in a lobby was he's duty. After 12 years of experience in high end luxury hotels his playing the role of Head Concierge and building its own company based in educational programs focus on soft skills for the tourism world. Su lema: “Your key to everything”.

  • Concierge


Patricia Castillo

She has 14 years’ experience in sales, marketing and finance. Private Jets Director in Air Charter Service, one of the world’s largest aircraft charter company. As aviation consultant, she has dealt private aircrafts charters for HNWI clients all over the world. She gives expert advice on choosing the right aircraft, arranging all of the finer details and offering support all the way through the flight, always trying to deliver service beyond expectations. She has a Bachelor’s Degree in Business Administration and Master’s in Marketing Management.

  • Private Aviation



Graduated in psychology and specialized in organizational and sports psychology. He graduated from the first edition of TLI as a PA. He founded the first sports psychology company for professional video game players in Europe. His passions are developing projects, constantly learning and helping others to achieve their goals.

  • PA and new technologies


We are dreamers

Lead by Lourdes Carbó, The Lifestyle Institute’s team is formed by a network of lifestyle industry experts who bring with them varied experience in a wide range of fields, including time management, social etiquette, delivering outstanding service, luxury culture, intercultural communication, hospitality and much more.

Claudia Schmidt


Art-Graphic Designer

Claudia is our creative mind that gives shape and style to all our ideas. German origin and citizen of the word, sometimes she seems to do magic.



EA & Students Coordinator

Nora is that essential link between students and the School. With tireless energy, friendly smile, an adventurous spirit, someone who grows up to challenges and is always ready to assist.

Sarah Jane Stone


Lead Member Admissions Committee

Sarah is a senior management member with a sensitive interest for excellence and expertise on strategic direction, public relations, marketing, management while leading in representing premium International academic brands


MªJosé Núnez Garrido

Press & Communication

Graduated in Journalism from the CEU University of Valencia. She began her professional career in radio and press, and has 20 years of experience in all areas, from television, specializing in the last 10 years, in press offices and social networks on Restoration, Health, Fashion and Tourism.

Em Photo

Emily Benton


Emily masters words, cultures and languages. She combines attention to detail and creativity, balanced with determination to find the right expression for every situation.