Mrs. Ada Jerry-Ugwu is the vice-president, corporate development and managing director of Saint Flairs Awards Limited. The mother of one is a graduate of Nutrition Science from the University of Nigeria, Nsukka and also has an MBA in General Management from Nnamdi Azikwe University, Awka. Through hard work, Ada rose through the ranks to her present position to oversee the corporate development and public relations affairs of the company; she believes in commitment to duty. In this interview with Blessing Umebali, the manager of human and material resources speaks on the new face of the company and its vision for 2020.  

The beginning
When I was in school I was looking forward to working in a hospital and also own a farmhouse some day. I did my youth service in the canteen department of Guinness; after that I tried to see if I could secure a job in the beverage industry. Even though I won an award as the best graduating student in my department then which was Nestle Nigeria Award, but I couldn't get a job with them. Actually nutrition is not about cooking but about getting the appropriate nutrients into play. It is about the use of food to correct certain ailments and all of that. But some how I got a job with Saint Flairs and stayed on. I have been with Saint Flairs for 15 years now.

Concept of St Flairs Awards Limited
Saint flairs Awards Limited is a pioneer in speciality and promotional products business in Nigeria. We commenced business in 1985 and was incorporated as a limited liability company on 20th May 1987. In 1992, we moved our headquarters to a more spacious complex two blocks from our office at the time of registration. Our paid up capital at the time we commenced business was N100,000. The board has since passed a resolution to increase our paid-up capital to N10 million, the process of doing this is in action. So, when we actually started we were like the pioneer award company in the industry in Nigeria. People don't even know what it was about. The concept of award is to encourage people who are doing well, it's an avenue to motivate people to do better than what they are already doing. With this, there would be a healthy competition among people who strive for excellence. We do a lot of things to encourage a person, that's why we start from schools so that from childhood people would be able to appreciate the idea of doing well, standing above others.
It is not all about money because our society puts too much emphasis on money. They see money as a means of compensation. It shouldn't be so because people will spend the money and there would be nothing to show for their excellence and hard-work. You can give the money but just give an award that would be remembered for hard work and outstanding performance. 

Journey as vice-president
The journey has been nice and awesome I must say, because when you are doing something that is interesting and you are passionate about it, you don't feel the years going by. You are just fulfilled with what you are doing and encouraged to work harder. You are aiming to satisfying your customers. So, I will say the journey has been quite interesting and successful. I was appointed based on my hard work and dedication to duty.

Vision and mission statement
Our vision is to build top brand products and a world class business organisation with a tradition of excellence while our mission statement is to excel in our business by using effective work force to break barriers, create opportunities; tackle new challenges while leaving nothing  to chance.

Production and marketing
Our production outfit is fully equipped to carry out wood treatment, designing and finishing; printing, graphics and compu-graphic work; casting, engraving and assembly works. For most of the work at the production, we use 65% locally sourced materials. Because of the nature of our industry we import a great volume of finished products from Europe, America and the Far East. And we have excellent relationship with some organisations that assist us in making sourcing easy and thus reducing wastage in time and resources. We remain one of the best sourcing partners in the industry. To facilitate our marketing, we have a branch office in Abuja and accredited agents in Port Harcourt, Enugu and Kaduna. In addition, we have approved official vendors and dealers in Lagos and most of the states of the federation and in Accra and Freetown. We have a well-developed and equipped production unit to meet our growing clients' needs within the shortest possible time, a showroom where our clients can call in to discus, view and select products of interest, as well as specialised marketing team who call on clients in their work environment for comprehensive discussion on their specific needs and requirements. Over the years, we have developed a program to suit each corporation's budget and taste in consonance with our slogan, "Quality on a platter of Gold."
 
Business focus
Our core business includes Saint Flairs Awards which are basically plaques, trophies, medals and souvenirs, gifts and electronic products associated with awards. Corporate jewelers - these are lapel pins, brooches, cufflinks and coins. There is also conference label leather product - executive leather bags, briefcases, wallets, conference bags and folders among others.

Competition 
I am not petrified of competition at all because it pushes us harder to be more creative. Although our job is more competitive but if you are good at your job, your client will always come back to you; that's why you must work with passion and add creativity to whatever you are doing in life. Our creativity stands us out. We have a lot of people in this type of business no doubt about that, but it depends on how creative you are and the caliber of people who are working along with your vision and striving hard to achieve it. If you are good you will get more jobs. So, Saint Flairs is not in any way afraid of competition in this world. I always tell people that the best way to tackle competition is to render quality businesses to their clients no matter the challenges. Sometimes you can be intimidated by what people do but we don't want to be disturbed about that because our worth is already speaking for us.

Challenges
We are up to the task, I would say because we are the pacesetters. Saint Flairs Awards Limited actually set the pace in the industry of the awards today. When we started it was like a burden, but I thank God today our sacrifices, dedication, passion and actualising our set vision have brought successes to us. 
One of the challenges we had before now are top executives who  don't know anything about the business. They do things to the detriment of the company. So, rather than giving jobs to professionals they give it to quacks that only end up rubbishing the company's work and leaving negative impression about us. We thank God that has been solved and we have outgrown that.
We are moving ahead to achieve greater things, be more creative and then help in adding value to the business as we move into the vision 2020. Saint Flairs Award Limited has come to stay because we are promoting culture and excellence in the award industry.
Environment and awards
Yes, the environment is conducive for such business. It is all about educating the people about the concept of an award. And anyone who has been educated about award will surely go for it. You motivate people and award loyalty. It is even part of nation building because people would be competing and striving to work hard in their chosen professions or careers. Awards have helped those who have excelled in their career. What will build the society is to encourage them by rewarding and recognising what they do. By so doing the citizenry would be hard working and dedicated to their work and above all work with enthusiasm and industry. What we do for schools now in order to encourage such awards is that we have particular price for schools so that such awards could be given to schools. From childhood, people would begin to appreciate award and have it in their mind that once you are good you will surely be rewarded and this means working harder in order to gain recognition and rewarded for excellences. Most schools cannot afford it but we reduce the cost for them. Also in churches we give restrictions as well so that people would be awarded and recognised.
We sponsor a lot of activities to encourage people. We encourage people to even go back to their grassroots to sponsor such awards.  

Managerial style
When you work in an organisation where you are comfortable you will give your best. I try to carry people along and we share ideas in order to achieve success. I don't boss people around and I encourage them to give their best. When you have people who have worked with you for a long period you get value for what they are doing because they have developed and have your vision at heart, and they will never derail from it. We also motivate our staff by recognising their input and reward them.

Measuring success
Success is a journey to achieving your set goals. So, it can be measured by achieving the goals you have set for yourself. Nobody can say he has arrived and therefore is successful. If you are a good business manager or entrepreneur you'll realise that you never achieve that success because success keeps changing, you keep reviewing the practices. Touching lives, the ability to dream a dream and being able to visualise it, is one of the ways to measure success. Being able to spruce and build people around you is also a way of measuring success but success I will say isn't that attainable.

Dress sense
I am very fashionable in my dressing. I love beautiful fabrics because they inspire me to create new unique designs. My mood also dictates what I wear; fortunately I am usually in a good mood. So, every thing I wear flows with it. I love both native and English wears as they fit me.

Greatest strength
My greatest strength is my ability to work hard and also interact with people because that is the first fantastic marketing tool. In order to succeed in business, you have to have good interaction with people around you and your customers. Nevertheless, I won't forget to mention that God is my greatest strength.