Bloomberg writes that butlers, especially those trained in the English tradition, are experiencing a high demand for their services. A chief factor amongst their increasing demand are the Russian nouveau riche.

While there are no reliable figures for the number of butlers in the U.K., the London-based Work Foundation estimates there are about 2 million people in domestic service in the country, the most since the Victorian era.

Traditionally, the butler is the head of the household, responsible for the hiring and firing of other domestic staff.

Modern butlers have the additional task of mentoring their employers in the rules of English etiquette, such as referring to the “lavatory” when the boss uses the word “toilet,” or remarking upon how much better linen looks on a dining table instead of paper napkins.

“There is a way of behaving in certain circles, and the newly wealthy may not fully understand those ways,” said Dawkins of the butlers’ guild. “Employers look to the butler not only to serve but to show them what should and shouldn’t be done.”