PRECIOUS awards: celebrating the achievements of black women

In 1999, frustrated by the lack of magazines representing women of colour, publishing and new media specialist Foluke Akinlose launched PRECIOUS Online. The event was to mark the beginning of a remarkable journey that led Akinlose to expand the Precious brand into an online network and a sought-after business awards scheme. Mainstream media took notice, making Foluke one of Courvoisier’s Top 500 people to watch in 2008! The business woman took time out of her busy schedule to tell us about the PRECIOUS Awards.

Foluke Akinlose, founder of the PRECIOUS Awards

CAV: You launched PRECIOUS Online – the magazine for women of colour 10 years ago. Tell us about that: what prompted you to create the mag?
Foluke Akinlose: I’ve been passionate about magazines since I was a child and had dreamt of launching a magazine for women of colour since then. When I was younger there were no British magazines that featured girls that looked like me, I’d spend my pocket money on American imports and they were great, but I really wanted to read about the experience of people in the UK who looked like me and read something as simple as articles on black hair or make up. I vowed to launch my magazine there and then.

When I grew older and started working in the media as a journalist I quickly realised how expensive setting up a print magazine was. I just didn’t have those kinds of funds so I decided to put the magazine idea at the back of my mind for a while. In 1996 I began working in the Online department of ITN. Because of the nature of my job I spent a lot of time researching online. I came across so many online publications aimed at African-American women but there was nothing for those based in the UK. I soon realised that the web gave me a way of publishing and this was a way for me to launch the magazine that I had always dreamed of doing. So I followed my dream.

CAV: What about the launch of the PRECIOUS Network in 2008? What prompted you to make the move?
Foluke Akinlose: I’m passionate about social networking and www.thepreciousnetwork.com is a growing add- on to the Precious Brand. We wanted a way for our members to be able to connect with each other instantly.

CAV:  You are also a Make your Mark (now Enterprise UK) ambassador and director of your own company, Akinlose Interactive Media. Where does that passion for entrepreneurship come from?
Foluke Akinlose: I’m not a natural business woman. I’m a creative and I think the drive comes from my creativity and my passion for showcasing women who are doing fantastic things in business and leadership.  I suppose it’s about leaving a legacy. I have two nieces who are 4 and 6 who are now used to seeing images of women of colour in business, it quite natural for them to see their auntie go off to business meetings and they love watching the Precious Awards videos. I didn’t have a Precious when I was growing up so I’m glad that they do. They drive me.

CAV: Why the need to create an award for black women?
Foluke Akinlose: Two reasons really; I just felt that women of colour were not being recognised by mainstream awards. I was tired of attending awards events and not seeing any woman of colour picking up awards.  I met so many fantastic women of colour doing great things in my role as Precious Editor and I wanted them to be applauded. Secondly I wanted to produce an awards event that focused purely on business and leadership.

CAV: What do the nominees and finalists get from that label “PRECIOUS Award Winner”
Foluke Akinlose: Some categories have financial rewards, some receive prizes, gifts or experiences from the category sponsor. I think for the businesses that enter it’s about the opportunity to call yourself an award winning business.

CAV: How do you pick/recognize a winner? In fact, how do judge success?
Foluke Akinlose: The decision is not mine; I chair the panel [of judges], and use a casting vote if necessary.
All the decisions are made by the judges and it begins from the nomination form. Is there any supporting evidence [about the business], any samples of service or product, press cuttings or testimonials. What’s the potential for growth and the performance of turnover?  We select our judges on their extensive business experience and they were great again this year, they argued and debated for a while about the potential winners and were impressed by the calibre of the contestants [note: at the time of the interview, the contestants had not been revealed]. The constant refrain during the judging the process was that they were all winners.

Jewellery designers duo La Diosa

CAV: Tells us a bit about the past winners of the awards: which ones are you the most proud of? Did they realise their potential?  Samata Angel, Jessica Huie and La Diosa for ex have gone on to be really successful.
Foluke Akinlose: I’m proud of all those who enter the awards. It takes courage and confidence to put yourself out there. [Fashion designer] Samata Angel, Jessica Huie and [Jewellery designers] La Diosa are great ambassadors for PRECIOUS and I’m delighted that Jessica Huie, CEO of Colorblind cards will be co-presenting this year.

CAV: What does the future hold for the PRECIOUS Awards?
Foluke Akinlose: We have some super exciting plans for 2010 which I really cannot talk about until I’ve signed on the dotted line.  All I can say is watch this space!

The PRECIOUS Awards took place on Monday 16th November. Read our review of the night