Erumu Creations is a Beauty and Wellness Consultancy Company that constantly seeks to improve the quality of human life by providing practical solutions for visible results in Beauty, Health & Lifestyle. Founder/CEO, Iwo Akinyoyenu, talks to Connect Nigeria about her journey. Excerpts;
CN: What motivated you to set up Erumu Creations and what inspired the name?
Iwo: Passion! I was inspired by a passion to see people around me live beautiful lives; spirit, mind and body. We offer makeup & skincare packages, personalised nutrition & fitness programs, and also run a wellness club. In addition to that, we organise seminars and makeup training sessions. We’re inspired by beauty, which is first within, then without.
Erumu simply means beautiful! Erumu Creations, translated, is Beautiful Creations. Erumu is one of my names; my husband and my elder brother encouraged me to use it.
CN: Do you have any formal training or certification in beauty and wellness?
Iwo: I obtained my certificate in Makeup Artistry from Rita Balla, one of the top makeup artists, in Budapest, Hungary in 2007. I am also certified by AFPA-American Fitness Professionals & Associate as a Nutrition & Wellness Consultant.
CN: What is the most challenging project you have ever worked on or handled?
Iwo: That would be MTN Project Fame West Africa. We’ve been the official makeup artist for the past five seasons but each season comes with loads of fun coupled with exciting moments and of course loads of challenges, especially when there’s so much pressure back stage.
CN: Who are your role models/mentors?
Iwo: My husband, Oghale Akpobome (elder sister/life coach), Modupe Tanimomo of BABE makeup, Joke Silva who was one of my first clients, Abisola Longe, Brain Tracy, and many others.
CN: Your Beauty Revealed seminar series have become quite popular. Tell us about them
Iwo: Beauty Revealed is a one day interactive seminar designed to equip the woman in her life’s journey to living and enjoying a beautiful life. The first edition was held on the 5th of Feb 2011 tagged “Package a New You”. Next was “Poise, Purpose & Presence” held on the 16th of July 2011. After that we presented “Walking in Heels; A Woman’s Guide to Balance” on the 14th of July 2012.
Right now we’re preparing for “Preggies Day Out”, the first of its kind slated for the 2nd of November at Eko Hotel and Suites, VI, Lagos. The event is meant to celebrate the gift of motherhood while ensuring that every pregnant woman in attendance gets what she deserves; a day for herself-to eat good food, network, gain more insight and just have fun.
CN: If you weren’t a Nutrition and Wellness Specialist, what other career path would have interested you?
Iwo: I most likely would have been an on-air personality/broadcaster, or a singer. I actually worked as a radio/TV presenter for a couple of years with Eko FM, Time Cable TV before I travelled to Budapest, Hungary, where I worked as a presenter with Ultima Limited’s sister company for 18 months.
CN: What is your long-term vision for Erumu Creations?
Iwo: To be the foremost beauty, nutrition and wellness consultancy company in Nigeria and West Africa with a strong global presence. Beauty Revealed will also be an annual event that hosts women from all over the world with live transmission via internet. We also hope to fully launch and firmly establish “e-cademy”, our training institute with international accreditations for creative individuals.