The African Lifestyle Experience (TALES) Archives

TALESTeam published in The African Lifestyle Experience (TALES) June 26, 2025

Meet our partners for TALES 2025

As we count down the days to TALES 2025, we want to pause and say a heartfelt thank you to the amazing partners who are walking this journey with us. Are you ready to meet our partners for TALES 2025?

From amplifying our message to opening doors and offering their resources, these organizations and individuals are more than collaborators, they’re champions of African creativity and culture.

Because of them, we’re able to reimagine, rediscover, and re-source the beauty of African craftsmanship right in the heart of London.

Meet some of the incredible partners helping to make TALES 2025 unforgettable

We proudly acknowledge and appreciate the following businesses for their partnership and contribution to the success of TALES 2025:

DIGITAL MARKETING SKILL INSTITUTE

Empowering people with future-ready skills, Digital Marketing Skill Institute (DMSI) is one of Africa’s leading digital education providers. With a mission to raise digital marketing professionals who thrive globally, DMSI blends hands-on learning with global certifications, helping entrepreneurs and professionals build careers and grow businesses in the digital age.

Their sponsorship of Bellafricana, TALES reflects a shared passion for upskilling African creatives, amplifying brands, and unlocking global opportunities through digital empowerment and education.

478

478 Studios is a London-based creative agency that is all about helping diverse, purpose-driven founders tell their stories through bold branding, smart strategy, and striking visuals. 478 Studios is well-versed in turning big ideas into unforgettable brand experiences.

Right now, they’re bringing that same magic to life with Bellafricana as creative partners for The African Lifestyle Experience (TALES), an event that celebrates African creativity, craftsmanship, and culture.

Through this collaboration, 478 Studios is using design to spotlight the richness of African heritage while amplifying the voices of the makers behind it all.

With 478 Studios, it’s more than design. It’s storytelling with soul.

FASHIONEVO

FashionEVO is more than fashion, It’s a movement of creativity,

Your go-to platform for discovering the vibrant fusion of African and global lifestyle, fashion, culture, art, technology and beauty.

But FashionEVO doesn’t stop at the runway, It empowers emerging talents through impactful masterclasses, panel discussions, and mentorship program, shaping the future of African fashion.

Now, in a bold and exciting new chapter, FashionEVO is partnering with Bellafricana for the highly anticipated TALES event.

As they join us at The African Lifestyle Experience, expect exclusive coverage, inspiring features, and a celebration of the rich, diverse voices shaping African creativity today.

EMOLYNE

Emolyne Cosmetics was created by Emolyne Ramlov, a Ugandan-born, London-based beauty lover who couldn’t find makeup that truly matched her skin tone, so she made her own Inspired by her African roots and a desire to see everyone represented in beauty,

She launched Emolyne to celebrate all shades, especially through stunning reds and nudes named after African places like Accra, Kigali, and Nairobi.

Every product from lipsticks to nail lacquers is vegan, cruelty-free, and designed to help people feel seen and beautiful,

Emolyne Cosmetics showed Bellafricana love last year and they are showing up live and in colour again this year. Get ready for gifts straight from Emolyne to YOU.

NEW WEST END COMPANY

New West End Company is a business partnership of over 600 UK and International retailers, hoteliers, galleries and property owner in London West End.

The leading voice of London’s iconic West End.

This is not just a win for Bellafricana, it’s a historical nod to African creativity, craftsmanship and cultural excellence on a global stage.

TALES will now be featured across high-visibility platforms including:

The Oxford Street Instagram
The Oxford Street website with over 800,000 visitors annually

Their destination newsletter reaching 85,000+ subscribers

And much more…

AIR PEACE

What time is it?

It’s time to fly in style with Air Peace

It’s time to save some money and enjoy maximum comfort

How are you flying to London for The African Lifestyle Experience (TALES) by Bellafricana 2025?

Air Peace is offering all event attendees an exclusive 15% discount on their base fares. This partnership underscores Air Peace commitment to connecting Africa and supporting vibrant cultural scene.

AFRICA DAY EVERYDAY(ADED)

Africa Day Every Day was born from the belief that Africa’s beauty, brilliance, and bold stories deserve daily recognition.

It’s a movement that honors the continent’s culture, innovation, and impact year-round.

Through fashion, art, tech, and storytelling, we spotlight African excellence and inspire a deeper connection to our root.

COLOURFUL RADIO

Colourful radio as the home of soulful music hits, has been repping the rhythm, wit and voices of the African-Caribbean Community since 2002 and now they are amplifying TALES 2025 a wider audience.

We’re beyond grateful.
Let’s give them the warmest round of applause, and if you see them at TALES, don’t forget to say hello! Stay tuned for more partners.

🗓️ Dates: July 25 – August 3, 2025 | 10am – 8pm daily
📍 Location: Luxury Promise, 28 Cavendish Square, London (off Oxford Street), W1G 0DB.

PS: Tell a friend, IT’S FREE TO ATTEND TALES. See you there!

With gratitude,
The TALES Team

TALESTeam published in The African Lifestyle Experience (TALES) June 18, 2025

Meet Deezmundu at TALES 2025: Embrace African Wellness

Looking to glow the natural way? Deezmundu blends African tradition with everyday self-care to help you feel good inside and out. Here’s why you should experience Deezmundu at TALES 2025

This African-inspired wellness brand is bringing back the beauty of traditional self-care with natural products that help you feel calm, confident, and connected to your roots. As we count down to TALES 2025, we’re excited to introduce you to this amazing African wellness brand and the powerful story behind it.

African Wellness Products from Mother Nature

In a world crowded with chemical-heavy products and unrealistic beauty trends, the founder felt a deep need to return to the basics, natural African beauty remedies rooted in tradition. What started as a personal journey to reconnect with nature and heritage soon grew into a full wellness brand, with one clear mission: to help others feel beautiful, balanced, and in harmony with themselves, using trusted African ingredients and age-old rituals.

Also Read: Christine’s Atelier at TALES 2025

Self-Care You Can Feel Good About

Deezmundu’s products are made with love and care, using clean, natural ingredients. Each one is inspired by African traditions and designed to support your well-being. Some of their best-selling products include:

Perfume oils with soft, natural scents that lift your mood
Incense and incense burners that help you relax and cleanse your space
Shea body creams and oils that keep your skin smooth, healthy, and glowing
These are the kinds of products that help you unwind, feel refreshed, and bring peace into your day, naturally

What it Means to Embrace African Wellness

Deezmundu isn’t just about outer beauty, it’s about taking care of your whole self. The brand focuses on 7 key areas of wellness:

Mental – for focus and clarity
Emotional – for balance and peace
Physical – for strength and energy
Environmental – for living in harmony with nature
Cultural – for staying connected to your heritage
Sexual – for confidence and intimacy
Spiritual – for inner calm and self-connection

This is wellness that honors every part of who you are.

Join Deezmundu at TALES 2025

At TALES 2025, you’ll get to embrace African wellness products up close, smell the rich perfume oils, try the body creams, and take home something special that supports your self-care journey. Come and experience TALES 2025 for yourself! Register and attend TALES 2025 for FREE.

Bellafricana published in The African Lifestyle Experience (TALES) June 12, 2025

TALES 3rd Edition: Reimagining African Excellence in London’s West End

London, UK | July 25 – August 3, 2025 — This summer, London’s iconic West End will transform into a vibrant celebration of African excellence as TALES (The African Lifestyle Experience) returns with its most ambitious luxury showcase yet: Reimagine 2025.

Hosted at the luxurious Luxury Promise Corner Showroom, just off Oxford Street, Reimagine 2025 promises ten days of curated experiences, fashion-forward storytelling, and unrivalled cultural flair. With over 70 curated brands, from fashion and beauty to art, music, and home décor. This year’s TALES will spotlight the brightest creative talents from Africa and across the diaspora.

“TALES is more than a marketplace — it’s a cultural movement,” says Bukky Asehinde, founder of Bellafricana and CEO of TALES Global. “This is about re-sourcing the roots of our creativity and reimagining how the world engages with African craftsmanship.”

What to Expect at TALES 2025:

70+ Cutting-Edge African Brands

Discover one-of-a-kind pieces: from bold fashion in traditional textiles like Aso Oke, Adinkra and Bantu, to luxe handmade beauty and bespoke interiors. Every product tells a story of heritage, reinvention, and excellence.

Fireside Chats with Industry Icons

Say goodbye to stiff panels, these intimate, honest conversations bring together trailblazers and tastemakers to explore the future of African entrepreneurship, culture, and design.

Kidpreneur x The Veteran

A standout feature returns: spotlighting rising Gen Z entrepreneurs like Oreofe alongside industry legends such as Gloria Ije Anyaehie-Coker, founder of GIA1 Fashion, bridging generations of innovation.

Exclusive Travel Offer with Air Peace

TALES is partnering with Nigerian airline Air Peace to offer a 15% flight base fare discount for brands and attendees flying to London, further connecting the diaspora through creativity.
Powered by Bellafricana: A Global Movement

Backed by Bellafricana — a platform empowering African creative entrepreneurs across 18+ countries, TALES is championing authentic African stories, craftsmanship, and visibility on the world stage.

In Partnership with the City of Westminster

The 2025 edition of TALES is proudly supported by the City of Westminster, further cementing London’s commitment to diversity, innovation, and inclusive cultural celebration in the West End.

This collaboration ensures that TALES is not only seen but fully embraced across some of the UK’s most visible marketing channels through support from New West End Company via Oxford Street’s Instagram and website to a city-wide spotlight on creativity. This reflects the West End’s continued evolution into a vibrant city that champions global creativity and cross-cultural celebration.

Why It Matters

Following the runaway success of TALES 2024, which featured 40 brands and attracted a global audience, Reimagine 2025 raises the bar. With London’s fashion and cultural scene increasingly embracing diversity and authenticity, this event is a timely and necessary celebration of African brilliance in design, spirit, and vision.

Whether you’re a fashion enthusiast, culture lover, or global tastemaker, TALES 2025 is where Africa’s future-forward creativity meets London’s cultural heartbeat.

Event Details:

Venue: Luxury Promise, The Corner Showroom, 28 Cavendish Square, London W1G 0DB

Dates: July 25 – August 3, 2025

Admission: FREE — registration required at tales.bellafricana.co.uk

For Press, Sponsorships & Collaborations:

Bukky Asehinde – Founder/CEO

Email: [email protected], [email protected]

Tel: +44 (0) 800 001 6502

Follow the Movement:

Instagram: @bell_africana | @bellafricanauk

TikTok: @bellafricanauk | Facebook: Bellafricana | LinkedIn: Bellafricana

About Bellafricana

Bellafricana is a trusted platform connecting African creative entrepreneurs to global audiences. With a presence in over 18 countries, it supports emerging and established brands across fashion, beauty, art, and lifestyle through visibility, collaboration, and community. TALES is its flagship celebration of African excellence.

MEET SOME OF THE CREATIVES FOR TALES 2025

MEET SOME OF THE PARTNERS FOR TALES 2025

WATCH TALES 2025 VIDEOS

TALESTeam published in The African Lifestyle Experience (TALES) May 21, 2025

Meet Betza Tribe at TALES 2025 – Bold Fashion

You know that feeling when your outfit does all the talking? Bold is what it is! That’s what Betza Tribe brings to the table in every way. Catch them live at TALES 2025.

Betza Tribe is known for classy traditional wear, bringing a modern, edgy vibe to African fashion. Think of it as tradition, but with a cool, confident twist. Their pieces are made for people who want to express their culture while keeping things stylish and up-to-date.

Fashion That Feels Like Art

When you see a Betza Tribe outfit, you’ll notice the care in every stitch. Each design is thoughtfully crafted with beautiful fabrics, eye-catching prints, and details that make you feel like you’re wearing a piece of art. Whether it’s a flowing dress or a statement top, Betza Tribe knows how to blend tradition with trendy fashion in a way that feels fresh and exciting.

Also Read: Christine’s Atelier at TALES 2025

Their Style? It’s a Whole Mood

Imagine wearing flowy dresses with awesome tribal patterns that make everyone go “OMG, where did you get that?” Their combination of textures and colors that pop, bright shades that really stand out, like nature and happiness rolled into one. It’s a whole vibe, and we love it!

Level Up Your Look

Betza Tribe isn’t just about fashion, they’re about people. The brand works closely with local tailors and artisans, helping them grow their craft and earn a living. By shopping from Betza Tribe, you’re not only getting a great outfit, you’re also supporting hardworking creatives and helping keep African traditions alive.

Come Feel Betza Tribe at TALES 2025

Each piece from Betza Tribe isn’t just an item of clothing; it’s a wearable artifact, whispering tales of ancestral artistry plus modern elegance. They work with local artisans to make sure every stitch screams authenticity.

Planning to attend TALES 2025? Visit the Betza Tribe stand and shop fashion that speaks volumes. Register now for FREE!

TALESTeam published in The African Lifestyle Experience (TALES) May 21, 2025

Christine’s Atelier at TALES 2025 – Craftsmanship and Innovation

Every creation from Christine’s Atelier is a masterpiece, handcrafted from scratch with attention to detail, ethical craftsmanship, and bespoke elegance. Their handcrafted headpieces don’t just sit pretty; they speak. They tell stories of culture, elegance, sustainability, and bold self-expression.

Christine’s Atelier combines traditional elegance with modern craftmanship and innovation, creating exquisite headwear and accessories. As a premium millinery, textile brand, offering sophisticated, couture designs with a touch of charm.

A Story Rooted in Passion and Purpose

Behind this remarkable brand is Christine Olushola Adeyanju, the creative force whose journey into millinery began as a childhood passion. Growing up in a family of craftsmen, she was drawn to sketching and crocheting at the age of seven, unknowingly laying the foundation for a career that would merge her artistic talents with sustainable fashion. After years in the corporate world, Olushola made the courageous decision to follow her calling, refining her skills through mentorships, international training, and membership in prestigious millinery associations and began Christine’s Atelier. Her artistic prowess and dedication to high-quality craftsmanship have propelled Christine’s Atelier into the spotlight, earning respect across the global fashion community.

From a Bad Hair Day to a Bold Brand

What started as a bad hair day, is now a bold fashion brand. Sometimes, greatness begins in the most unexpected ways. For Christine Olushola Adeyanju, it all started with a bad hair day. In search of a quick fix, she searched through her sister’s box of leftover millinery materials, and that moment changed everything. What started as a simple attempt to feel more put-together sparked a passion that would grow into Christine’s Atelier, a luxury brand known for its breathtaking headpieces.

A Legacy of Craftsmanship and Innovation

Clients who wear Christine’s Atelier don’t just wear a headpiece, they wear timeless, beautifully tailored couture. Rooted in a commitment to sustainability, Christine’s Atelier sources the finest natural and organic materials, including indigenous aso oke fabric, hemp, banana leaves, Toquilla straw, raffia, and jute, to craft unique pieces that tell a story of cultural heritage and artistic mastery.

Experience Christine’s Atelier at TALES 2025

Come and experience more than just a brand with Christine’s Atelier, where fashion meets legacy. Ready to elevate your style with elegance? Stop by the Christine’s Atelier’s booth at TALES 2025. Register now for FREE!

TALESTeam published in The African Lifestyle Experience (TALES) May 14, 2025

Meet Austine Mali at TALES 2025: Fashion as Identity

Imagine walking into a room and heads turn not just because of how you look, but because of what you’re wearing, a piece of art and a piece of you. That’s the power of Austine Mali. At TALES 2025, we’ll showcase the elegance of Austine Mali.

Austine Mali isn’t just a clothing brand, it’s a voice. A voice that speaks through fabric, colour, and bold design. Founded by Uche Onyemali, a Nigerian designer based in the UK, Austine Mali blends African tradition with modern style. Every outfit is more than fashion, it’s a celebration of your own identity.

For People Who Wear Their Story

Each piece from Austine Mali is designed for people who see fashion as more than dressing up. The clothes are full of meaning, using patterns and designs that connect deeply to African roots. Whether it’s the flowing fabric or sharp tailoring, Austine Mali helps you stand tall in who you are.

Austine Mali’s Fusion of Cultures

Austine Mali’s designs are a harmonious blend of African heritage and contemporary elegance. Drawing inspiration from global art, culture, and the vibrant streets of London, the brand seamlessly fuses bold patterns, intricate details, and luxurious fabrics to create standout collections.

Experience the Austine Mali Magic at TALES 2025

This year at TALES, Austine Mali invites you to immerse yourself in a world where fashion transcends mere aesthetics. Discover pieces that resonate with your personal journey, garments that echo the rhythms of African heritage while embracing global trends.

Ready to shop made-in-Africa fashion? Stop by the Austine Mali’s booth at TALES 2025. Register now for FREE!

Bellafricana published in The African Lifestyle Experience (TALES) May 7, 2025

Meet Ara Lagos at TALES 2025 – Where Culture Meets Style

If you love fashion that feels like home and tells a powerful story, you’ll want to stop by Ara Lagos at TALES 2025.

This unique brand is based in the heart of Lagos, Nigeria, and brings together beautiful, hand-dyed fabrics and modern, easy-to-wear styles. At Ara Lagos, every outfit is more than just clothing, it’s a way to carry Nigerian culture with pride and make a bold statement, wherever you are in the world.

It All Started with a Spark

The founder of Ara Lagos, fondly known as Beeba, didn’t set out to start a fashion brand. But one day, she saw a friend wearing a gorgeous Adire outfit and couldn’t stop thinking about it. Curious, she tracked down the artisan who made it, and that moment lit a fire in her. She wanted more people, especially women, to feel beautiful, confident, and connected to their roots through what they wore. That’s how Ara Lagos was born.

Also Read: Press release about TALES 2025

Made with Meaning

Every piece from Ara Lagos is made with care, using Adire, a traditional hand-dyed fabric that comes from Osogbo, Nigeria. The designs are drawn and dyed by skilled local artisans who have been doing this work for generations. When you wear Ara Lagos, you’re not just wearing something stylish, you’re helping keep a beautiful Nigerian tradition alive and supporting local communities.

Effortless Style, Rooted in Culture

From bold matching sets to comfortable dresses and eye-catching trousers, Ara Lagos outfits are made to stand out and still feel easy to wear. Whether you’re dressing up for an event or just want something special for your everyday wardrobe, they’ve got pieces that mix culture, colour, and class effortlessly.

Their collections are often limited, which means you’re getting something truly unique, something that won’t be found everywhere else.

Come Shop Ara Lagos at TALES 2025

If you’re planning to attend TALES 2025 (and you should!), make sure Ara Lagos is on your list. You’ll get to meet the founder, feel the rich fabrics in person, and discover pieces that blend tradition with modern fashion in the best way.

Ara Lagos isn’t just a brand, it’s a celebration of Nigerian culture, creativity, and confidence. And trust us, you’ll want a piece of it in your wardrobe.

Get ready to fall in love with fashion that feels like home. See you at the Ara Lagos stand at TALES 2025! Click here to register and attend TALES 2025 for FREE.

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Meet our partners for TALES 2025

Meet some of the incredible partners helping to make TALES 2025 unforgettable

Meet Deezmundu at TALES 2025: Embrace African Wellness