By Agatha Emeadi
Very simple, private, but elegance aptly describe Omotayo Jemila Awa-Ibraheem; the brain behind the ‘House of Jemila -’ a one-stop luxury perfume brand that has turned heads around at events and public places over the years.
Popularly known as OJ, she says that in every occasion, luxury perfumes remain the final word for stylish men and women.
In this interview with Sunday Sun, OJ, a celebrity perfume freak, stated what attracted her into the luxury brand, what led her to stardom and how incomplete one’s style could be without a touch of a perfect scent.
You are known in the scent world; how did you get interested in this?
Before my perfume business, I brought in a make-up brand called Nouba, an Italian product, which was new to this side of the world at the time. I needed something extra that would pull clients into the store for the makeup. Then, it was about the time make-up artistry was coming up into Nigeria. Within that period, I travelled to the US and met someone who works with a big designer perfume company that is quoted on the stock exchange in the States. I started taking perfumes from them to sell, that was how perfume business started years ago and it worked. Again, as a young growing up girl, I liked to be classy and smell well. There were miniature perfumes, not designers per se that we used as students to feel cool then. So, when my passion, interest and excellence collided, I played down on the Nouba make-up and decided to expand the perfume business till date.
Did the perfume draw clients as you expected?
Yes, it did. It drew people in because the perfumes I brought in were already known labels like the Gucci, Armani’s, Louis Vuitton, Sergio Ferragamo, Don Karen New Your (DKNY), Elizabeth Ardens etc. People just wanted a trusted source where original perfumes could be found and that was the magic.
Just before the perfume business, what were you doing?
I was a young fresh graduate from Ondo State University, now called University of Ado Ekiti. Very fresh in marriage with my first child; luckily my late mother supported me to take care of my baby while I did my buy and sell from the boot of my car and that experience, I do not joke with. Though after graduation, it was a choice to go for my Master’s degree or go learn a trade because as at that time it was not too particular of me to get a white-collar job. Some friends and classmates who wanted to work in the bank then opted for Master’s degree. I remained a mini-trader from the boot of my car. From there I started Nouba and the perfume and introduction into the perfume world became the final word. The perfume did quite well, since I gained experience and contact, I focused on it. It was a good one for me.
Parents in the olden days would prefer their children to be professionals like doctors, lawyers etc. What was their feeling then and now that you have made it through your trade?
My parents are late now. My father was Yoruba while my mother was from Kalabari in Rivers State and my grandmother an Igbo woman from Orlu in Imo State. The purpose of my parents was to have all their children educated. My father made sure that the eight of us were all university graduates as a back-up. Then use your certificate to pursue whatever legal opportunity that will pay your bills. You could be gainfully employed in an office or do business with it. For both professions, the ultimate is to make money. So, the Igbo blood in me suppressed others and I found myself in perfume business.
How did you get to stardom?
I rose to stardom through persistence, originality and competence. My spaces are always flocked because the taste never changed. I do not sell cheap or fake products. So, the slogan is ‘For quality fragrances, visit house of Jemila.’ Most sales are from referrals. With that we captured the perfume market. Wholesalers and retailers rely on us. Again, my mother was a huge support for me when my children were quite young, it got to a point, I had to slow down for my mum to rest a bit. At that stage, my business interest lowered because there is no way a woman could combine parenting and full-time work or business. Now, that the children are grown, we are here again to see the best part of the business. All the hidden potentials, ambition and business acumen would be unleashed with full force now.
That means that I am working on my own brand now.
How does the society threat you as a celebrity perfume dealer?
Unfortunately, I am a very private and family-oriented woman. I like and enjoy my privacy. I am not the proper out-going type. I pick events and parties that I attend. In fact, when I have my own events, half of my guests are family members. I prefer staying at home reading books. I am a voracious reader. I read anything that comes my way and catches my fancy – history, philosophical, religious, astronomical etc. Of late, my reading has been on perfume, perfume marketing, developing a brand and whatever I see on perfume that is what I am reading right now.
What is your best fashionable piece?
I love jewelries. I do not buy just jewelry, there must be a touch of craftsmanship to match up with my passion for artistry. I design my showrooms and units myself, then engage someone to make it for me. I have always been interested in artistry piece that someone had spent a lot of time crafting. That is my jewelry.
Would you diversify from perfume or is it the final bus-stop?
Well, by first quarter of 2025, I will be launching my own brand of perfumes. I have started the research on how to own a perfume brand. I have already got a manufacturing company in the Middle East, but the oil for the fragrances will come from France. The greatest pride in business is that you will tell what you want, and it will be produced for you. From our interactions, they have created some for me to pick from.
As an international business owner, how did you manage COVID-19?
My luck was that the physical outlet I had was mine and we were not paying rent. I had a lot of products that were locked in; luckily too, they are not perishable products. So, we opened at the right time.
How was growing up?
My growing up was fantastic. I had very strict wonderful parents. It was a multi-cultural household. My father is Yoruba, my mother who was a polyglot that could speak Igbo, Kalabari, Yoruba and a bit of Efik was there with various relatives. So, there were relatives from various places. There was no time that we had less than 14 people in the house and I was the chef. My growing up was colourful. Those were the days we picked tiny stones from rice in a tray. My friends would be luring me to come and play with them, then my mother’s voice would come from nowhere: “Remember, your daddy will eat out of that rice, so be careful and cook it well.” Again, there was no gas cooker then, but coal. While struggling with those errands, my mother would throw unripe plantain from upstairs and ask me to roast them as well. This is me who is trying to rush the rice and join my friends in playing, yet, my mother has bags of messages waiting to be attended to by me. When I look back today, I am proud of my late mother and myself. That I also did with my children. I am strict with them, but give them the opportunity to express themselves. None had a phone until they left secondary school, there was no television for anyone until the weekend. That was how we managed until they all left the shores of the country for greener pastures. Some clothing is not allowed for my children. Very important to me too is never tell lies no matter what.
What advice would you give to young ones who are trying to be like OJ?
Even that I am still trying to find my way? I told you I am a voracious reader. Follow and focus on your instinct.