‘Setting an example more important’:

Empowering women for a brighter tomorrow

Sanjeevi Jayasuriya

It is more important to set an example for others rather than merely following what they have done. Chairperson of the Institute for Examinations in English, Music and Speech Sheilanee De Saram is self made. Her institution has its own ethics and standards and students and teachers are her customers.

She was interviewed by Daily News Business.

Q. What is the type of your business and how did you set about it?

A. I was a former elocution teacher. I conduct examinations for English, music and French. I started my career under Yolande Abeyweera in 1960. Though I was an elocution teacher I engaged in a cottage industry under the brand name Nishano after my marriage.

My food industry was related to corned beef and condiment powder. I was a cookery demonstrator for Muller and Phipps, Scan Imports and also for the Housewives Association in Kandy. My husband was an automobile engineer in Kandy. I had to wind up the section processing corned beef because it was difficult to compete with foreign companies who were engaged in a similar venture.

I took up the post of elocution teacher at Trinity College Kandy where I taught for many years. I set up my own school of speech and drama while I was working at Trinity. My school had a big demand due to my talents and the parents requested me to open branches. The branches were opened in Wattala, Ratnapura, Ehiliyagoda, Kegalle, Kurunegala and Galle including Kandy.

I used to send children for different examination boards. I returned to Colombo and worked for Irene Wanigaratne. At this point, I thought I should have my own examination board. I started it with my daughter’s students and mine in 1990. It was a small one unit room at Kollupitiya. Today it has grown by leaps and bounds.

Q. How do you balance family life and business?

A. I have two sons and two daughters. They were all educated in foreign universities. My eldest son is a Roman Chatholic priest. He is a Parish Priest in Australia. My second son is the Chief Executive Officer at the Institute for Examinations in English, Music and Speech. He was educated in UK.

My elder daughter, the third in the family was also educated in UK. My youngest daughter was educated in Australia. I have organized my life in such a way that it did not obstruct my family life. I had time for prayers, family and work. This is how one should organize oneself.

Q. What are the challenges you faced?

A. The challenges were many. I did not bother about anything. If you work hard and do things the proper way is what matters. It should be first to God and then to oneself. If you do whatever you are doing well it is sure to bear results.

Q. What is your advice to women in business?

A. I advise women in business to do whatever they do in a quality manner and in an organized way. This will enable time for every thing. Women are more friendly compared to men and this is an advantage in life and they also have better chances in business.

Q. Was being a woman an advantage to be in business?

A. In my case I was the only child. I am fully confident of myself. At present I am venturing into another business area quite different to what I am doing now. For me it is not the womanhood or the manhood that matters, but the application and dedication to achieve the set goals.

Q. What were your achievements in business and family?

A. With regard to my family, my elder son entering the seminary is the greatest happiness for me. My motto was first to God and then to self. I have given my eldest son to God. My two daughters have settled down in Australia. The elder one was Directoress of JJ International Montessori, Kandana. The younger daughter is a Financial Analyst at the Telstar Company in Australia. My second son runs the Institute. The institute received SLSI certification due to his efforts.

With regard to business, I attended the international conference on “Empowering Women for the 21st Century in Canada in 1999 and chaired the World Congress Committee. I was the first Sri Lankan to obtain an ALAM Diploma in public speaking and was also the first Sri Lankan to obtain the Licentiate Teachers’ Diploma of the London Academy of Music and Dramatic Art UK. I was also the first Sri Lankan to obtain the Licentiate Teachers’ Diploma in Speech and Drama of the London College of Music and Media at Thames Valley University UK.

I won the Small Category, Services Sector, Entrepreneur of the year, Merit Award in 1995, Silver Award 1996 and Gold Award 1997 in recognition of my outstanding contribution to the socio-economic development of the country. I was the only woman entrepreneur in the Western Province to win the Gold Award presented by the Federation of Chamber of Commerce and Industry of Sri Lanka.

Q. What are your goals?

A. We started business with my daughter’s students and mine. Now we have enrolled almost 1,000 teachers. We have expanded our branch network to include Trincomalee, Kalmunai, Ampara, Matara and Bandarawela. Our presence is felt in many parts of Sri Lanka. I am not the selfish type.

This is the secret behind the progress of my business. I impart the knowledge to teachers without compromising on quality. Many have made a living with the knowledge I have imparted.

Q. What is your contribution to the society?

A. My contribution to society is immense. The increased number of teachers and students joining the institute is a testimony of my contribution. I have made society knowledgeable with my skills and talents.

I also have contributed towards a better society by producing disciplined students. At present I am a committee member of the Business and Professional Women of Sri Lanka. We work towards empowering women for a brighter tomorrow.