AICI GL BAL

She explains her service as an AICI Civility
Ambassador: “In Japan, enhancing a sense of moral
propriety is foundational in our traditions and
education. Thus, the AICI Code of Conduct and P.
M. Forni’s work Choosing Civility: The 25 Rules of
Considerate Conduct are something we resonate with
deeply. Unfortunately, in our stressful society, people’s
conduct and business dealings can be strained, even
including violations of ethical conduct.
“AICI Tokyo Chapter began a continuous campaign on
our Facebook page, starting in 2012, to promote the 25
Rules. I am very proud of our chapter for this initiative.
“Our philanthropy project, the ‘Sawayaka’ at the
Tokyo Rehabilitation Center, is also very meaningful
to me. [‘Sawayaka’ is a distinctly Japanese word,
impossible to adequately translate, which conveys a
sense of delight, refreshment, and clarity.]
“We’ve visited the Center now once every month
for over three years. Most of the residents are in
wheelchairs and very frail. We give them a beauty treat
with makeup. When we started, some of the elderly
ladies were too shy to even look at their faces. But
when we added that little touch of color to their eyes
and lips, their faces lit up and they smiled like young
girls. That’s sawayaka. This experience of care restores
their sense of being a woman. Every time we go, it
surprises and delights us as well, this power of makeup
for women and what we can do to share that.
“And I want to add that I am extremely proud of
AICI Tokyo Chapter’s members, who are continuously
and generously contributing to AICI with great
motivation and teamwork.”
Keiko has a new passion she is adding to her already
full palette: “Omotenashi” service.
“I’ve just established a new association with the
goal of educating people working in the customer
service industry, providing them with the knowledge
and skills for global communication. ‘Omotenashi’ is
a word that captures the traditional Japanese sense
of hospitality, ‘the superlative consideration for the
guests.’ Undemonstrative, unstinting service is what we
aspire to in Japanese culture and from which we derive
much pride.”
Susan Hesselgrave entered the field of image
consulting in 2012, following a career in brand
research and marketing. She serves as editor-in-chief for
AICI Global and is currently writing a book exploring
the intersection of values, identity, and personal style.
34 | January 2015 magazine