family business, est. 1982
What started as a professional school in 1982 at avenue Louise in Brussels and Grote Markt in Antwerp, has grown into a leading international agency. Family-owned, future driven. Always people first.
Founded in Brussels in 1982 by Leona Deneve, Charmies began as a prestigious full-time professional school at Avenue Louise in Brussels, where students were trained for two years in etiquette, protocol, communication and high-level hospitality, within the event and aviation industry. At a time when becoming a “hostess” was not possible overnight, and the goal was clear: bring the highest standards possible to the industry.
Over the years, the industry changed. Today, almost anyone can call themselves a hostess within different agencies, but Charmies chose to build its own identity instead.
Our people are not “hostesses”.
They are Charmies.
CHARMIES 2026:
A NEW ERA
Today, Leona Deneve’s daughter, Tatiana, continues that vision as the next generation and first “Charmie” : evolving the original professional academy into a modern international community built around elegance, ambition, discipline and individuality. Over 5,000 students have been trained since 1982.
From future doctors and lawyers to creatives, fashion designers, entrepreneurs and researchers, every Charmie follows their own path outside the agency, just like her.
And no matter where life takes us: once a Charmie, always a Charmie.
Over the past 20 years alone, more than 1,200 students joined the agency, with many staying for 5 to 7 years throughout their academic journey.
Charmies has opened its doors now to professionals with experience, as many wanted to remain part of the community long after graduation. Our community is highly selective and built from a large pool of applicants. What connects our people is not one specific background or profession, but a shared mindset, a certain energy and the way they show up in the world.
More than work.
A network. A lifestyle. A standard.
