Virtuoso’s Ruby of Siam Award isn’t bestowed on just anyone. This prestigious award is designed to recognize someone in the industry who has selflessly given of their time, effort and wisdom to elevate Virtuoso’s collective reputation.
This year’s deserving award recipient is Sharon Fake, executive director of Travel Experts, a host agency with more than 600 independent advisors. She received the coveted award at last month’s 2025 Virtuoso Global Awards during the 37th annual Virtuoso Travel Week in Las Vegas.
Readers may wonder: “Why that name for the award? What’s the significance of Ruby of Siam?”
So, here’s the interesting scoop from Matthew Upchurch, Virtuoso’s chairman and CEO. He shared this fascinating tale of one day exploring Southeast Asia. It symbolizes a moment in time that provided the inspiration for this award’s name.
Ruby of Siam: The Tale
In 1986, early in Upchurch’s career, he’d traveled to Bangkok for a meeting, shortly after his family company had brought on the API group of Member Agency Owners.
“I was feeling pretty nervous, because at 25, some of these amazing advisors had been in business longer than I’d been alive,” Upchurch acknowledged.
But Lewis West Oehmig, Jr., an agency owner in Tennessee, walked up to Upchurch, threw an arm around his shoulders, and said, “Come on Matthew, we’re going sightseeing.”
Given Oehmig’s friendly demeanor, “my nerves melted away,” said Upchurch. Presto, soon the duo boarded a bus for Bangkok’s Wat Traimit, the Temple of the Golden Buddha.
(Photo by Susan J. Young)
But as they walked around the temple, a young man confidently approached the duo. Holding up a piece of red glass, the eager vendor exclaimed: “Look at this ruby. The most beautiful ruby in the world … only $200!”
Politely saying, “no thank you,” Oehmig, accompanied by Upchurch, walked away. But the young man was not deterred. He walked along with the travelers.
Soon, Oehmig and Upchurch boarded another bus to another sightseeing spot. But presto, the young man jumped on his motorcycle and followed them to their next stop… and the next.
Persistence and Spirit
“All day, he kept finding ways to catch up to us, offering West the ruby and lowering the price a little more,” emphasized Upchurch.
Finally, the young man pulled out some lighter fluid and put the fire to “the ruby” (yes, the red glass) to show how precious it was.
“Then he looked right at West,” and said, “20 bucks,” Upchurch quipped.
And just like that, the agency owner threw up his hands and said, “Sold!”
So, at dinner that night, Oehmig stood up and announced, “I hereby name this piece of glass the Ruby of Siam.”
By way of background, Siam is Thailand’s former name, officially used until 1939.
In officially naming the treasure bought for $20, Oehmig told Upchurch, “Matthew, as you begin the journey of building this alliance, let this ruby symbolize the persistence and creative spirit of that young man to help you in this journey.”
Every year since 1987, Virtuoso has bestowed the long-standing Ruby of Siam award to a person who selflessly works to elevate Virtuoso’s collective reputation and perceived value.
While Oehmig passed away in 2017, his memory lives on in that tale. Today, Upchurch characterizes the award recipient as someone who can truly “help move us forward on our journey to success.”
Fake’s Travel Industry Journey
Serving as a teacher for 15 years, Sharon Fake first entered the travel industry in corporate travel, joining a small three-person luxury travel agency in Wilmington, Delaware. In 1999, she joined Travel Experts when she and her husband moved from Delaware to Raleigh, North Carolina, for her husband’s work.
That year, Travel Experts was celebrating its 10th anniversary with 30 independent contractors. Today, that host agency has more than 600 advisors and a support staff of 26.
(Photo by Virtuoso)
Susan Ferrell, owner and president of Travel Experts, described Fake as the backbone of Travel Experts for 26 years. “For that, I’m beyond grateful,” Ferrell said, citing Fake’s vision, dedication, and unwavering support, as well as her contributions to the Virtuoso community.
In fact, it was Fake who first suggested the host agency apply for Virtuoso membership. Expressing respect for Upchurch and the entire Virtuoso team, Fake said she’s deeply appreciative for Virtuoso’s support of Travel Experts’ independent advisors who focus on luxury.
Shaping the Future
“Virtuoso Awards celebrate those who are shaping the future of luxury travel,” said Upchurch, citing the honorees’ integrity, outstanding service, and unforgettable experiences.
Most of all, he believes the Ruby of Siam Award celebrates exceptional members and partners who bring the network’s shared purpose to life. Simply put, it’s all about “enriching lives through human connection and the power of travel,” he stressed.
And now readers know the tale of how that award name originated, traced back to that one fateful day in Bangkok. It’s all thanks to a teenage vendor who inspired both Oehmig and Upchurch with unwavering entrepreneurial spirit and absolute determination for success.
For more information on Virtuoso, visit www.Virtuoso.com.
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