Helping your hospitality business work smarter, feel better, and serve beautifully
From guest experience design to on-the-ground team support, we bring fresh perspective and practical expertise to help your property stand out — not through flashy gestures, but through genuine and thoughtful service that leaves a long-lasting impression.
Every project is tailored, whether you’re managing a boutique hotel in Cape Town, a lodge in Johannesburg, or a luxury guest house somewhere in between.
Boutique hotels looking to refine their experience.
Safari lodges and guest houses needing cohesive service training.
High-end villas preparing to welcome guests.
Properties in need of a discreet reset after staff or management changes.
Hospitality businesses seeking clarity, support, or a fresh pair of experienced eyes.
We often work on-site, and always with care — our presence is respectful, efficient, and focused on adding value without adding complexity.
Our hospitality consulting services are available in Cape Town and surrounds; Johannesburg and Gauteng.
Jack of Diamonds is led by Etienne Zeeman, a hospitality consultant with over a decade of international experience in luxury service. From private estates in (New York, Paris, Rome, Riyadh) to superyachts on the Mediterranean, Etienne has served royalty, high-net-worth clients, and discerning travellers — and knows first-hand what exceptional service feels like.
With a calm and intuitive approach, he helps teams deliver refined, thoughtful hospitality that feels natural — not forced. His work blends practical systems with human-centred insight, bringing clarity and calm to even the most complex service environments.
If your hospitality experience could be smoother, sharper, or more consistent — let’s talk.
