She just laughs.
Jayèma’s journey at the World Cup has been nothing short of remarkable. The hair stylist based in London has worked with players from England, Brazil, the United States, and Canada, forging a connection with Lamine Yamal’s family while recently learning about Lionel Messi’s significance in football.
Her inaugural experience at a men’s football match ended abruptly during a high-stakes encounter between Mexico and England at the Azteca Stadium, overwhelmed by the electrifying atmosphere. Despite this, she has successfully instilled confidence in numerous footballers through her styling, cementing her role as a trusted figure in elite sports.
“All those early mornings, late nights and missed flights.” Jayèma said the morning after her return to Los Angeles from Mexico City. “give me a call to retouch their hair” She hinted at possible trips to Kansas City or Miami should Marcus Rashford or Noni Madueke request a hair touch-up ahead of England’s quarter-final against Norway this Saturday. “I’m always tired but my work ethic is next to none. I’m always available.”
Recalling her brief moment of rest after witnessing last Sunday’s exhilarating match, Jayèma smiled under the Californian sun. “It was good but I didn’t stay to the end. It was too much. There was someone in my ear, like literally shouting in my ear, and they were throwing drinks everywhere. The Mexicans were rowdy. I heard the [England] boys had a nasty welcome when they arrived. I was like: ‘God, I need you to let them win. Make them know they’re not alone.’”
Even after the exhausting match, Jayèma expressed her confusion over the intense emotions displayed by fans. “I still don’t understand football, like how it ends up with people crying,” she shared, her London accent evident as her eyes widened in surprise. “But I won’t lie to you. Even though I’m not big into it, I did feel proud when England won. I saw real joy.”
When asked if she celebrated Jude Bellingham’s two goals, especially after joking with him earlier in the week, she replied, “No, but I was happy we won. It was my first ever game of football.” She paused, adding, “Actually I’ve been to a female soccer game as I work with some great women footballers.”
Jayèma was taken aback by the footage of Jordan Henderson suffering a wrist injury during the celebrations. The approachable stylist was astonished to discover Henderson was part of the England squad.
“I didn’t know who he was and he helped me carry my bags when I got to the England house. He was such a gentleman and I had no idea he was a player. I kept going up to him when I needed help with the wifi. I was the only woman there but everyone was so gentlemanly. “I didn’t even know Jude was a player. But we worked out my birthday was the same as Jude’s and [Eberechi] Eze’s. All three of us have their birthday the same day [29 June]. So it was mind-blowing to look them up and see their millions of followers.”
“I was one of the first people to have an Afro-Caribbean salon in Vicarage Field [shopping centre] in Barking. I was only 17 and had the vision at 15. But I’m always focused. Even when my peers were having fun at university I was working on a plan. Things are happening now and it doesn’t surprise me because of the work I’ve put in. I’ve paid my dues.”
Born May Jika, Jayèma comes from Plaistow in east London. She crafted her brand by combining the first two letters of her brother’s, mother’s, and her own name. Her entrepreneurial journey began in her teenage years. “Everyone was shocked I didn’t know who they were. They enjoyed me treating them like normal. I did their hair, ate with them, laughed with them. They were very down-to-earth and relatable – same as the Super Bowl guys I’ve worked with.”
Her talent drew the attention of prominent WNBA players, including A’ja Wilson, who promoted Jayèma on social media and invited her to the Paris Olympics two years ago. During that period, she interacted with basketball legends like LeBron James, Steph Curry, and Kevin Durant. “I feel we launched a look for him. He’s such a lovely guy.”
Although primarily based in London, Jayèma frequently travels to the United States. Her work has received accolades from footballers, including Raphinha, whose hair she styled during Brazil’s World Cup campaign. “Noni is such a character. He’s so funny. I love both of them. Noni knows what he wants but Rashford told me he was new to braiding so he let me choose what I felt suited him. I looked at his face shape and aura and gave him something to boost his confidence. “I remember the first day I finished working with them. They were about to go for their match and I was on a flight to LA. I prayed for them and went to sleep. When I woke up, and it was time to get off the flight, my phone was buzzing. Rashford had scored and, wow, I was happy for them. He told me he loved his hair and lots of attention was paid to his look after the goal. But I didn’t know how big the World Cup was then. I know we love football in the UK but I didn’t know to this extent – like all the love I’m getting, with people saying: ‘Thank you for looking after our boys.’ I’m like: ‘Wow! Give me another medal!’ “I told Rashford I’m the least sports person in the world but I’ve ended up in sports. Over the last year and a half I’ve been the only stylist who has covered most of the major sporting platforms. I feel like a lot of [sportspeople] are not really sure what they want and they’re also scared because their priority is to perform well. But they’ve seen my work and they know they can trust me to create a style that’s only going to enhance their game.”
Before England’s opening match against Croatia, Madueke and Rashford invited her to join the England camp. “Do you know what? The England team told me about Messi. I don’t think I’d seen his face until a few weeks ago. I told one of the female soccer players I work with that if I saw Messi I wouldn’t recognise him. She was like ‘What!? He’s the only person I would ask for a picture.’ But I’d heard of [Cristiano] Ronaldo.”
“I was asked to style his mum’s hair and afterwards everyone was like: ‘Oh my God! You’re big time now. How do you know Lamine Yamal?’ I was like: ‘You mean her little son?’ It was then I realised he’s one of the biggest footballers in the world. I’d been in their house sitting around with the grandma, the whole family, eating chicken and fried rice and they were making me things. I didn’t know what it meant until I posted a picture and my friends went crazy.”
“No, he has his natural hair. I just do it for his mum and in the World Cup I saw them all together. Me and his mum are cool and Lamine’s [three-year-old] brother Keyne [who has become a viral sensation] is so smart. He loves African dancing and I say to his mum: ‘How does he know all the songs at his age?’ She just laughs. “They’re so humble. His mum told me the story of their struggle and how she chose his name – because Lamine and Yamal were the two men who helped them when he was so small. I got goosebumps when they were telling the story. They’re lovely people.”
Messi has once again demonstrated his greatness in this tournament, but Jayèma chuckles when I mention he doesn’t have the trendiest haircut in football. “I heard of him for the first time yesterday,”
Jayèma navigates the upper echelons of football while remaining largely unaware of many prominent stars, yet she has formed a genuine bond with Lamine Yamal’s family.
“He’s got that long blond hair and he’s big.”
Has she worked on his hair? “No, he has his natural hair. I only style his mum’s, and during the World Cup, I saw them all together. His mum and I are cool, and Lamine’s [three-year-old] brother Keyne, who has become a viral sensation, is incredibly bright. He adores African dancing, and I tell his mum.
“It’s a possibility because I went through his profile and he’s done braiding before.”
“But [Haaland] could reach out after the World Cup because he plays in the UK, right? It could happen.”
What does she think about Erling Haaland? “I don’t understand it. These [racist] people want them to play for England but how do they expect them to perform when they’re being abused?“I began to see [racism] when I started posting about the players. I was very surprised by some of the comments. Why are people so harsh on these young men who want to do well so badly? People don’t understand the sacrifices they make. They have such a work ethic and are so positive.” Jayèma exclaimed. “Exactly. Football is meant to bring us together and give unity. With my work I just want to showcase the fact that these footballers are amazing people.”
Would it be an exciting challenge to work with Haaland’s flowing locks? “It’s a possibility because I looked through his profile, and he’s done braiding before.”
However, that won’t happen this week since the Ghana squad sought to book Jayèma before facing England, and she felt it necessary to decline. “But [Haaland] could reach out after the World Cup because he plays in the UK, right? It could happen.”
As we consider the chance of England reaching the World Cup final, I inquire if Jayèma knows what transpired with Rashford, Bukayo Saka, and Jadon Sancho after the Euro final against Italy at Wembley in 2021. She shook her head, and upon hearing about the racist abuse they endured after missing penalties, Jayèma looked horrified.
“I don’t understand it. These [racist] individuals want them to represent England, but how can they expect them to perform while being abused? I began to notice [racism] when I started posting about the players. I was very surprised by some of the comments. Why are people so harsh on these young men who want to succeed so badly? They don’t understand the sacrifices they make. They possess such a strong work ethic and remain so positive.”
Jayèma smiled when I mentioned that the England team, with their diverse ethnicities and hairstyles, serves as an inspiring counter to racism and societal division. “Exactly. Football is meant to unite us and foster harmony. Through my work, I aim to highlight that these footballers are remarkable individuals.”
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