TALES by Bellafricana curates designers and cultural entrepreneurs ready to showcase distinctive products within a high-visibility, experiential retail environment.
Taking place from 24 July to 9 August 2026, the pop-up will be hosted at Luxury Promise, 28 Cavendish Square (off Oxford Street), offering brands access to a global audience in one of Europe’s busiest shopping destinations.
We would be delighted to consider your brand for this curated showcase.
If you are an African fashion, beauty, lifestyle, food, beverage or snacks brand, or represent any other cultural sector, we welcome your interest in showcasing at TALES by Bellafricana 2026.
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Thank you for your interest in showcasing at TALES by Bellafricana!
TALES 2026 is calling you.
Register now to be part of the powerful movement that’s amplifying African stories and showcasing your brilliance to the world.
+44 (0) 800 001 6502
This event attracts a dynamic and enthusiastic crowd of art lovers, design enthusiasts, and fashion-forward individuals eager to discover uniue and authentic African-inspired creations.
Showcase your products in a curated space that celebrates African craftsmanship, giving exposure and recognition among a community that values originality and quality.
Engage with fellow entrepreneurs, designers and industry professionals fostering connections that could lead to future collaborations, partnerships and growth opportunities.
Take advantage of a prime retail environment to connect directly with customers, generate sales and build a loyal customer base who appreciate the artistry and stories behind your products.
Benefit from our dedicated marketing efforts including social media promotion, event coverage and exposure to our extensive network of followers and supporters.
Participating in the summer pop-up London will build your brand's reputation and credibility by aligning your brand with top and reputable brands.
TALES (The African Lifestyle Experience) is an annual event by Bellafricana that showcases African creativity in fashion, beauty, art, and home décor to a global audience. It’s a curated platform for vendors to connect with customers, industry leaders, and cultural enthusiasts.
TALES 2025 will be held from July 25th to August 3rd, 2025, at the Luxury Promise, 28 Cavendish Squar, prime location just off Oxford Street, London, opposite John Lewis. W1G 0DB
We welcome African and African-inspired brands in the categories of art, fashion, beauty, home décor, and lifestyle products that meet our quality standards.
At Bellafricana, we are committed to showcasing the best of African creativity, and we carefully select vendors whose products align with our mission of promoting excellence in craftsmanship. To maintain our high standards, all vendors must adhere to the following guidelines:
Our goal is to create a vibrant, high-quality marketplace that highlights the talent and creativity of African entrepreneurs. If you have any questions about whether your products qualify, feel free to contact us for a review.
Yes, Bellafricana promotes all participating vendors through our event marketing campaign, which includes social media, email newsletters, and blog posts.
Yes, TALES is both an exhibition and a marketplace. Vendors are encouraged to sell their products directly to attendees.
TALES attracts thousands of visitors daily, including Africans in the diaspora, cultural enthusiasts, and global consumers looking to explore African creativity.
To apply, fill out the vendor registration form on our website. Once your application is reviewed and approved, we will guide you through the next steps.
Vendor fees vary depending on the day (week day or weekend). See form above for fees. Bellafricana Global Members enjoy a 5% discount on vendor fees.
The vendor package typically includes:
The event runs daily from 10:00 AM to 8:00 PM, with vendors expected to set up before opening and pack down after closing.
In addition to the vendor fee, vendors are responsible for shipping their products, travel, and accommodation.
Refunds are only available under specific circumstances outlined in the vendor agreement. Please refer to the contract for details.
Once confirmed, vendors will receive a comprehensive vendors guide, including setup instructions, and event logistics to ensure a smooth experience.
Subscribe to get the free guide and learn step-by-step exactly what you need to achieve your goals.
