About Us

Sara Jane Ho (Founder & Principal)


Ho says her intention is not to tell people how to live but to awaken their senses to the importance of etiquette. “Everyone needs to study etiquette, no matter who you are. Etiquette should not divide cultures or classes but rather bring people together.

It should allow you to be a better version of yourself.

Whether or not you behave accordingly is up to you, but as a first step you must understand the philosophy behind the mechanics. I myself am studying every day how to be a better person, and this is a very Confucian value,” she says.


- China Daily



Ms. Sara Jane Ho is the founder and principal of Institute Sarita, China’s first high-end boutique finishing school based in Beijing. She combines her experience from Harvard Business School and a Swiss finishing school to create a unique high-end environment for students to acquire skills for a lifetime. Ms. Ho holds a diploma in International Etiquette & Protocol from Switzerland. It was there that she was inspired to bring the art of international savoir-vivre and etiquette to China, bridging east and west.


A citizen of the world, Ms. Ho speaks five languages and has lived in Asia, Europe and USA. After starting her career as an investment banker in New York, Ms. Ho decided to move closer to home, pursuing volunteer work in Beijing. There she led business development and fundraising for a non-profit organization focused on helping the poor in rural China. 


Ms. Ho is on the Forbes 2013 list “Future Women in the Mix in Asia: 12 to Watch” and BBC 100 Women in 2015(30 under 30 List). She is a columnist for the Chinese editions of Wall Street Journal and Vogue. Ms. Ho competes in various equestrian FEI level show jumping competitions including the Longines Masters international show jumping competition in the Beijing Olympic Stadium in May 2014. 


Ms. Ho sits on the Georgetown University College Board and is a graduate of Phillips Exeter Academy, Georgetown University, and Harvard Business School. She is the author of the best-selling etiquette book in China “生而优雅:淑媛礼仪” (Finishing Touch: Good Manners for the Debutante).


Institute Sarita was recognised as one of the "World's Most Innovative 50 Companies" by Fast Company magazine in 2014. 


Rebecca Li (President)


Ms. Rebecca Li is the President of Institute Sarita.


She holds a master’s degree in management of Creative & Cultural Industries from King’s College London. She studied International Etiquette & Protocol in Switzerland.


Ms. Li is a certified National Etiquette Trainer (Advanced), Tsingpu Retreat Senior Partner, Chief Training Officer, holds a WSET Level 2 certificate in wines and spirits, and is a National Psychology Counsellor (Grade II) in China.


Ms. Li began her career in investment consulting and has been in the public relations and luxury retail industry for many years. In 2009, she established her own business as the distributor of a high-end ready-to-wear brand in China which has gained much success with 30 stores in China.


Given her cross-cultural career between China and Europe, Ms. Li has a unique insight into brand promotion, public relations, and business management. Ms. Li has two young children with her husband who is a member of the British aristocracy. Her hobbies include collecting art, fashion, reading and social activities. Ms. Li has a regular etiquette column in the Chinese edition of Madame Figaro magazine.


Ms. Li is the author of the best-selling etiquette book in China “生而优雅:女主人礼仪”.


Bihong (Partner)

Ms. Bihong is a Partner at Institute Sarita.  A graduate of Renmin University of China (中国人民大学) with a major in Journalism, she has represented China in many cultural exchange programs in Europe and the Americas.  Before joining Institute Sarita, Ms. Bihong worked as a reporter for both CCTV and Xinhua News Agency.  By connecting and interviewing people from all walks of life, she gained a broad perspective and deep insights into much of the issues in Chinese society.


Ms. Bihong is an avid lover of the arts.  She started playing the piano from age 6, and learning classical opera at the Central Conservatory of Music (中央音乐学院) from age 13; she obtained the highest level of proficiency for both.  During her time as a visiting scholar at the University of Hong Kong, she performed research on the creative and cultural industries, furthering her understanding in such areas.


Under the influence of her family, Bihong curated a unique aesthetic sensibility, with an elegant temperament and diverse interests in the arts, meditation, hiking, and fine wines.  She is passionate about bridging western and eastern cultures and etiquette traditions, with a goal to inspire other women to become an embodiment of effortless elegance.