Mrs. Imelda Iyayi, wife of the former Managing Director of the Nigerian Airspace Management Agency (NAMA), Captain Roland Iyayi, had a firm footing in the aviation industry before going into entrepreneurship with interests in education and in-flight catering services. A beautiful woman by all standards, she is also the CEO of Cremede La Creme, a highbrow educational facility in GRA, Ikeja, Lagos. In this interview with HANNAH OJO, the mother of three shares her working experience in the aviation industry as well as her business concerns, marriage and lifestyle.
Please, share with us your journey into the aviation industry.
My work experience began shortly after my youth service. I had just graduated from the University of Ife now known as Obafemi Awolowo University and my one year NYSC service was with Smartpay Nigeria. After my service year, I was offered a position with them as a marketer. Later on, I was confirmed and went into their web development and business strategy unit. It was while on the job that I picked interest in web programming and this made me enrol for training and certification at NIIT.
After working with Smartpay for a while, I was offered an appointment with Sosoliso Airlines to work as a cabin attendant. This marked the beginning of my career in aviation as this further strengthened my desire to travel across the globe and see new places. Travelling has always been one of my favourite hobbies, so I jumped at the opportunity.
From there, I moved to Virgin Atlantic and then Virgin Nigeria where I held the position of Flight Service Manager for over six years. Eventually, I had to resign from this position because I wanted to start a family. It was around this period that I got married to my husband. Because I am naturally an enthusiast, I had to work again or do business but I wanted one that would afford me quality family time. So, after my first child, I started a catering company Topbrass Catering. We started doing in-flight catering for chartered airlines only. I still run the company and now, we also do indoor and outdoor catering.
From aviation to education, can you trace the journey of your transition?
By the time my daughter, who happened to be my first child was of preschool age, I realised that there was no proper preschool school system that could cater for all her needs. I am sure that most mothers will definitely agree with me on this. Most of the schools available then offered more of Creche services and as such they couldn’t provide the necessary foundation that would have helped a preschooler to prepare and adapt when they start a mainstream school. In my case, my daughter was academically ready but she wasn’t able to settle properly into a mainstream school in areas like being in a larger school system, moving from class to class, getting used to more adults, copying from the board, etc. In a nutshell, she lacked the necessary exposure that would have made her adjust seamlessly to a bigger school system. I realised that these things could affect her academics and they did.
It was at this point that I started envisioning a one-stop preschool system; a place where upon graduation, children would have gained self-confidence and self-awareness; a system where the total child is reached. Not long after this experience, I took up studies in Educational Psychology and Children Studies. I also started learning about the Montessori method of education. I literally absorbed everything that pointed in the direction of my vision. I kept preparing and planning and not too long after that, God honoured the desire of my heart. This was how the journey began.
From a solid foundation in aviation to catering and then starting in a field where you had no prior experience, how have you managed to survive competitions in these fields?
Like I said earlier, I run a catering business. Competition is easily edged out when one does not compromise standards. In whatever I do, I try to give it my best. That is one way I have been able to stay in business. I always believe that there is a better way to do things and I give myself the task of finding that way.
In such a short while, Cremede La Creme appears to be gaining much ground, what strategy did you put in place to ensure this?
Well, there isn’t much of a strategy. What I have done with my team is to stay true to the vision. It is our vision to give the best form of preschool education available at this time to preschoolers. It is in our name. Crème de la Crème simply means Best of the Best. So, we try as much as we can to stay true to our identity. This is our strategy. We have imbibed a culture of continuous excellence. It is natural for us in Crème to want to get better. We have never had and will never think we had it good or fantastic yesterday. We always want to do it better than we did it previously.
Another thing that works for us is that Crème was built out of passion, a passion to give preschoolers the best education possible. To achieve this, we came up with enrichment programmes for our preschoolers. We give them golf lessons, they take swimming lessons, they have dance class, they take music lessons, they learn French, Ballet and even Computing.
These are some of the things we have carefully put together to achieve our vision. And the truth is we don’t just do these things because they seem fine, they are deeply entrenched in the overall evaluation our pupils receive with respect to academic and psychological development before they graduate. Because of our vision, our partners (parents) have realised that making a part of their child’s foundational development stage is indeed the right decision. This among other things has helped us to cover some grounds.
There is this notion that your preschool caters exclusively for the children of the rich; what’s your response to this?
Well, that notion is not correct. You will agree with me that the average Nigerian parent wants to give the best to their children. We are just here providing that best that they are looking for. We are affordable, very affordable. I believe that people have this notion because when they go on our website or Facebook page or even book a visit to our school, they are surprised by the standard that has been put in place. It is therefore very natural for them to have this notion. Bear in mind that Crème de la Crème was built out of passion. There is a love for what we do and the services we provide. From my life experience, I have come to realise that when love overrides your actions, you come out giving nothing but the best.
It is often said that Nigeria is a tough terrain to do business, how does the reality of this statement affect your business concerns?
Well, there are some challenges. It is important to look at these challenges holistically. We need to ask questions. Why do we have these challenges? How long have they been here? What can be done and how soon can it be done? The fact that there have been challenges in many sectors, including education, does not mean that something can’t be done. There is always a way around challenges. So one way or the other, we have to do business. When you look at these challenges as obstacles to be surmounted, you realise that life has to go on and business has to be done. Trust me, God has been steadfast. On our part, we continue to strive at being the best.
Your husband, Captain Roland Iyayi, was a former MD of NAMA, how did you meet him?
We met in the course of my career in aviation.
As a beautiful woman, you must have had other proposals, what are the attributes you saw in your husband which made you single him out?
Oh, he is very charismatic. He is a man of integrity. On the emotional side, he is loving and caring.
What have been the highpoints of your marriage so far?
Well, up till this moment, we continue to have high points. We are committed to each other. So, it is quite hard to put a finger to that.
You have been married for 10 years now, please share with us how the union has been sustained so far?
It has been what it is – marriage. But in this case, one that has been blessed and fruitful.
How does a normal day look like for you?
My normal day is characterised with prayers, dropping off my children in school, going to work, closing early, picking up my children from school and then family time. I try as much as possible to balance my home life and work life such that I am available for my children and my husband.
As a lover of travels, where is your best leisure and travel spot?
I like going to Dubai with my kids. My travel spot will be France because it is romantic and then Hawaiian Islands.
What is your style like and what fashion accessories do you cherish most?
I like to stay up to date with fashion because I am a very modern person. For accessories, I take time to select my wristwatches.
You have been able to maintain a beautiful frame despite having three children, what is your beauty routine like?
It is simple! Eating right and exercising.
How do you handle low moments in life?
One low moment that I cannot forget was when I lost my father because of the influence he had on me. How I handled it? Well, they say time heals all wounds.
What are the principles that have sustained you in life?
In everything you do, always be fair. Do right, have integrity, put God first.
Do you have mentors or role models you look up to?
Richard Branson of Virgin Atlantic.
You are a beautiful woman with brain and obviously an enterprising spirit, what in your background has influenced the person you have turned out to be?
Obviously, that would be my mum. She was a woman who was very enterprising. She did about three businesses and she didn’t look flushed a bit.
What other interests are you looking at pursuing in the future?
As it stands now, my focus is on how to give my best to Crème de la Crème and that in itself is a lot of work as the future unfolds.