Exquisite

I leveraged Nigerians’ sense of humour to boost my business —Ayanime Edem, image consultant

Ayanime Edem is a biomedical technology graduate turned professional image consultant. She is an etiquette expert, a filmmaker, a digital content creator, and a social media influencer with over a hundred thousand followers on Instagram and millions of YouTube-viewed videos. In this interview by Kingsley Alumona, she speaks about her business journey and how she empowers women.

Tell us about your Biomedical Technology experience at the University of Port Harcourt.

My early years at the university were not very pleasant because I had to work at accepting the reality that the course I was studying was not my first choice. It made things a bit tough. However, when I learned to accept that, my journey became smoother. I started enjoying the course, learning about the human body and the diagnostic aspect of medicine. My favourite time was interning at a clinic, and as depressing as healthcare could be, because it reminds you how priceless good health is, it was exciting learning all that I did.

I would not say the course itself prepared me for the career I have now. Rather, I would say surviving my time at the university, despite all the bad experiences, showed me how strong I was and prepared me for the wonderful and toxic place social media could be, which is the space my career, as an image consultant, started.

It is strange how someone who studied Biomedical Technology is now actively involved in etiquette business, image consultancy, and social media content creation. How did you acquire these skills?

Oh, I know. People are usually surprised when they learn what I studied in school.

Well, my image consultancy career started just after COVID-19. During lockdown, I took online courses and fell in love with the world of etiquette because it boosted my self-confidence. I remember thinking to myself, there must be other women out there who need this information too. So I started sharing what I was learning on social media and, before you could say, Jack Robinson, I had grown a community, and here we are today.

What was the first two years of your etiquette business like? How did people perceive you and the business then, given that it is not something most Nigerians are familiar with?

Initially, it was a bit tough and there was a lot of backlash. I mean, I would get comments accusing me of promoting a “slave mentality” or that I was trying to control people, and all sorts of things. However, like anything worthwhile, I eventually found my community, my audience.

Also, once I started incorporating humour into my content, it landed better with Nigerians. I mean, we love a good laugh, especially when we are learning something new. That made a lot of difference.

Describe three major etiquettes that ordinary businesswomen could learn that would transform them into professionals in their careers.

My three major etiquette for any businesswoman would be:

Respect for time: This is a major sign of respect in the business world. Whether it is arriving on time for meetings or delivering work on a deadline. It is also important to communicate if you are running late or need more time. This helps to manage the expectations of the other person.

The second is mastering communication etiquette and this includes emailing, conversation, and networking. I know there is a lot of ground to cover here, but it is a game changer.

Finally, mastering the art of the confident handshake. This type of handshake is not overpowering or weak. It is firm, done with direct eye contact and a warm smile, and it instantly communicates confidence, professionalism and respect.

Some people believe that too much observation or emphasis on etiquette in everyday life and business settings has a way of stripping people of their true self or originality. What is your take on this?

I say that is untrue. The cornerstones of etiquette are consideration, respect and honesty. So when you observe the etiquette that governs certain spaces, you are simply being considerate of others. Take something as ordinary as chewing with your mouth closed — it is about sparing your dining partners the unpleasant sight of food being mashed as it mixes with saliva.

I know that many people think etiquette is about forcing rigidity, but it is really about presenting yourself well while staying true to who you are. Presentation and personality are two different things, and etiquette enhances the former without compromising the latter.

Though etiquette is required more in official settings, but does it really determine success in business and life? Does it determine how happy people could be in their association with others?

Definitely. Etiquette is a key ingredient for success in business, life, and relationships because it fosters respect, builds trust, and enhances communication. When you practise good manners and show consideration for others, you create a positive impression, open doors to new opportunities, and build strong, lasting connections.

So, whether it is in a boardroom or a social setting, the basic knowledge of etiquette will help you navigate interactions with confidence and grace, leading to more meaningful and successful relationships, professionally and personally.

What does your job as an image consultant entail? Which kind of people need this service and how does it benefit them?

My job covers the ABC of image consultancy. That is; appearance, behaviour and communication, and I can safely say that everyone needs these service.

I have worked with children, business owners, CEOs, and career professionals — and, every time, I am reminded of how important this is because it fosters good manners in a society that desperately needs it, gives a boost of self-confidence, creates ease in professional and personal interactions, creates a positive personal image, promotes a more civil environment, increases personal influence, promotes personal and professional growth, and so much more.

Your profile says you have a professional experience in healthcare, marketing, and filmmaking. Do you not think this makes you a Jack of all trades, master of none? What exactly is your work or engagement in these businesses?

Oh, not at all. My experience in healthcare stems from my time at the university, marketing from a job I had while I was in school. Filmmaking, well, that has always been my first love.

I’m completely detached from healthcare now, but my background in marketing and filmmaking has been invaluable as an image consultant. Marketing helps me effectively promote my programmes, and my filmmaking skills are perfect for content creation. So, I am truly grateful for all these experiences.

You are famous on social media with over 119,000 followers on Instagram and over 1,216,477 video views on YouTube. How do these fame and numbers translate into money for you? How do you sustain the creation of the video content you post every week?

Oh, wow. There are different ways this has translated into money. First is my online programmes, second is brand influencing, and finally being monetised on these platforms.

Regarding sustaining my content creation, I try not to overwhelm myself by posting too often and I only show up to my community when I have value to give. I also have a content creation week, usually the first week of the month, where I create content for the entire month. Once this is done, I only have to worry about editing and posting. Doing this also frees up time for other aspects of my business.

The videos you post on YouTube, what are they about and what kind of people do you make them for? And how do you know the videos are impacting the people who watch them?

My YouTube videos cover a range of topics from elegant style, femininity, dating, etiquette, personal growth and mindset development.

I create videos for the woman who is determined to live with intention, who wants better for herself, and who dares to put in the work to achieve it. My vision is to build a community of confident, empowered and intentional women.

As for how I know my videos make an impact? The emails, direct messages (DMs), and comments from women across the globe, sharing their transformation stories, say it all.

In your LinkedIn bio, you stated that your passion for feminine empowerment is motivated by your experience. What experience?

I was not always the confident, empowered woman I am today. For a long time, I struggled with low self-esteem and confidence, which took a toll on my personal and professional relationships and turned even simple interactions into anxiety-ridden experiences. I was deeply dissatisfied with my life and knew I wanted better. Something had to change.

I remember thinking, “There has to be more than this.” So, I got to work. The content from women sharing their own transformative journeys and the steps they took was a game-changer for me, proving that success leaves clues.

In turn, I wanted to pay it forward. So, I turned my own experiences into life lessons for my community, and I call them “lessons learned by walking in fire.”

As for how I empower women, I do it through my content, whether it is a video, post, programme, or newsletter ─ and, I do it one piece at a time.

Kingsley Alumona