The CEO of Seinde Signature, Olufemi Olaseinde Olusola and his daughter, Oreluwa, talk about the things that define them as individuals, as one family and their relationship in the workplace in this Father’s Day interview with IVORY UKONU Excerpts:
Oreoluwa is your last child. Why is she the one, not one of her older siblings, running Seinde Signature with you?
I didn’t force her into it. It was more like we started the business together. Yes, she is my only daughter and she is quite close to me. She is interested in everything I do. When I used to go perfume shopping in those early days when I used to buy perfumes like crazy, she would always tag along. So I would say she was initiated into the perfume world.
Also, in those early days when people used to troop to my home to view my perfume collection, Ore was always readily available to play the perfect hostess; serving guests food or refreshments and ensuring they were well taken care of. At first we thought she was just going to stick to the food making thing because she enjoyed cooking. So, when Seinde Signature was born, the idea was for her to handle the entertainment or if you will, the refreshment part of it, since it was part of the business she was already doing. But she ended up getting incorporated into the business.
I would say that we practically started the business together. I am glad she is here with me because she has already given me a future plan of where she wants to see the business in the near future. She knows the intricacies of the business, details of how we operate and so forth. Now I have put her in a place where she can make key decisions about the business. So when I retire, I know the business will be in good hands.
So you do have a lot of faith in her ability to move the business to the next level?
Yes, most definitely.
What are those qualities that you see in her that you believe will propel her to do well running the business, besides just being interested in perfumes?
She is my daughter first and foremost. So I see the best qualities in her. I allow her to find her feet. I am not the kind of father that will force things on her or expect her to do certain things in certain ways. I allow her to make decisions the best ways she deems fit and when she derails, she knows she has somewhere to run back to for succour. Also, she is practically the only person in this organisation that can change my mind about anything.
Whether she is right or wrong?
I do not consider anything as wrong or right. I see everything as a work-in- progress. We might make a decision on something and when it doesn’t work, it doesn’t mean she was wrong or right. It is just learning one way of not doing things in a particular way. I have taught her not to be afraid of making decisions, which also means not being afraid to take up the responsibility that comes with the decision. The issue most people have is that they love to make decisions but refuse to take up the responsibilities that come with it, so they consider it a mistake. So do I trust her judgement enough? Yes I do.
Are you both formal or is the office an extension of your daddy/daughter relationship?
You can’t take away the fact that she is my daughter. She sometimes comes to sit in my office, even though she has her own office. I like it that way because it helps her to see things from a closer perspective and to learn quickly. That is the way it works for us.
How do you both handle conflict?
We communicate and try to thrash things out. When I am angry with my staff, I can take some far-reaching decisions like firing the person, but being my daughter, I am unable to fire her when she riles me up. When I get upset, I ignore her and don’t talk to her. Most times we have conflicts, especially when we have events. Ore is the type who puts all of herself into the preparation of any event we do as a company and by the time the main event starts, she is already tired. Now that is when I think she should be more active as the star of the show, but in most cases, she is always tired from running around and getting things done to be any useful during the event proper. I think Ore is still struggling to take full control of her position as the Business Development/General Manager.
Why are you hesitant to wield the big stick at her?
It is because I am training her. Everyone who works here and isn’t family has their own aspirations and goals different from my own vision for Seinde Signature. I believe Ore has too, but I keep drumming it into her head that she owns the business. However this business evolves, is dependent on how she takes and discharges her duty. If every other person leaves the organisation, both of us will be the last two to leave and that automatically means that, regardless of what she does, she can never be fired.
Do you willingly take her suggestions on how to run the business?
To a large extent, yes. Despite the fact that I am her father, I learn a lot from her. She is the only one who will disagree with me on how certain things should be done and I try to reason with her. I am not too stuck up to surrender to superior argument. If she suggests something, I am not afraid to follow that path. If it doesn’t work, at some point I will sit her down to tell her that we need to take a different route which may end up being my suggestion. But I do not rub it in her face. I am all for making compromises. I do not take decisions unilaterally. I always make sure I sell the reason why I am making certain decisions to her and ensures she buys into it before I ‘press play’. I am a democrat working with Ore, I am a team player. We have learnt to relate that way. I have never forced her to do anything even in her private life. Luckily, we have been able to harmonise our thought processes and goals as it regards the business towards a common goal.
How impressed are you with what your daughter has been able to bring to the table to achieve a common purpose?
I am old school. She is what is popularly referred to as Gen Z, the new generation. We have been able to marry the two generations to enable us achieve what we want to achieve in the business, all thanks to Ore. I would say that we are both the face of the business and are more or less co-managing directors. I second what she said about the brand being what comes to mind in Africa as a whole and beyond when people think about a luxury brand that stocks niche perfumes. We have been positioned to be that way. Reputable foreign organisations within the perfume industry recognise our worth, our achievements and are excited to partner with us. This is the reason she is positioned to become the Chief Operating Officer and later the Chief Executive Officer while I remain Chairman.
How do you feel as a father, having your daughter work with you?
It is a pleasant experience and a different level of working relationship.
I love it. It is like having a confidant you can express yourself to. With the ordinary staff, you are unable to express yourself. Given another chance, I would still want to work with my daughter. I wish my other children could join me in the business. Luckily, one of them has been asking probing questions, the other one is still bidding his time but I know, eventually, they will all join. It is a family business anyway. The only issue I may have is that the others are older than her.
Being men, they may want to bully her
I won’t allow it, as long as I live. They will all have to work in a position where they have defined roles. I believe that they will give her their support because it is all about complimenting each other.
How best can you describe Ore?
She thrives where there is love. She thrives when she knows she is doing something to make one happy, even at the expense of her own comfort. I am just lucky to have her as a daughter.
Ivory Ukonu is a versatile journalist with many years of experience, with entertainment and society reporting as her area of core competence.
