Lulu Shabell is one of the biggest players and transformative agents in the creative industries, seamlessly blending vision, entrepreneurship, and cultural heritage to empower African luxury brands on a global scale. As the Founder and CEO of LULUBELL Group, Lulu’s nearly three decades of professional experience have culminated in a consulting firm that not only aids the expansion of African luxury brands but also contributes to the economic growth of the continent.
The Birth of LULUBELL Group
Three years ago, Lulu Shabell launched LULUBELL Group, a consulting firm dedicated to providing bespoke solutions to African luxury brands. In this short time, the firm has emerged as a powerhouse, aiding over fifty fashion and accessories brands from more than twenty African countries in gaining global exposure, building capacity, and accessing new markets. LULUBELL Group’s mission is clear: to elevate African talent and ensure its place on the global stage.
Strategic Partnerships and Global Impact
Lulu’s exceptional ability to connect people and ideas has led to strategic partnerships with prestigious organizations such as Portugal Fashion and Afreximbank. One notable result of these collaborations is the CANEX Presents Africa @ Portugal Fashion Week program, a biannual showcase in Porto that integrates African designers into the main runway calendar. This program not only provides designers with access to manufacturing and textile production facilities in Portugal but also includes a customized mentorship program on the business of fashion. Renowned international experts in brand management, e-commerce, production, supply chain, and finance lead these mentorship sessions.
In addition, Lulu has been instrumental in forming a partnership with the TRANOÏ international fashion trade show in Paris. This collaboration offers African designers a dedicated suite in the exhibition, providing direct access to international wholesale buyers and sales opportunities. Since the first exhibition in October 2022, the current cohort of twenty designers has generated over 1,000,000 Euros in sales.
Mercado Project and Further Initiatives
In collaboration with Armando Cabral, Lulu curated the Mercado project at Rockefeller Center in New York City. This annual pop-up store, launched in September 2022, features emerging and established African fashion, accessories, and art designers. Complementing Cabral’s eponymous label, Mercado showcases a diverse array of African talent, further cementing Lulu’s role as a key player in promoting African creativity on the global stage.
A Sought-After Speaker and Global Citizen
Lulu Shabell’s insights into Africa’s creative and cultural industries are highly valued, making her a sought-after speaker at pan-African and international events. Her extensive experience includes roles with leading global luxury hospitality groups such as Kempinski, Marriott, Mövenpick, and Serena Hotels, as well as with the United Nations. As a polyglot and global citizen who has lived and worked across three continents and visited over fifty-five countries, Lulu’s perspective is uniquely informed by a deep understanding of diverse cultures and global markets.
Educational Background and Vision for the Future
Lulu holds an MBA from the European University, a Bachelor of Science degree from the University of Wales, and a Bachelor of Science in Hospitality and Tourism Management from the Glion Institute of Higher Education in Switzerland. Her educational background, coupled with her extensive professional experience, equips her to lead the charge in transforming Africa’s creative economy.
In an exclusive interview, Lulu shared her journey, challenges, and vision for the future. She emphasized the critical intersection of creativity and business acumen in driving growth and sustainability in the African fashion industry. Lulu believes that strategic partnerships, robust business strategies, and a commitment to excellence are essential for empowering African designers and reshaping the narrative of Africa on the global stage.
The Road Ahead
Looking ahead, Lulu aspires to continue fostering a supportive environment where women entrepreneurs, particularly in the creative sector, can thrive and contribute to sustainable development. She envisions a future where African women lead businesses, drive innovation, and play a pivotal role in economic growth and social progress. Through her work with LULUBELL Group and her dedication to empowering African designers, Lulu is not only redefining African luxury but also paving the way for a more inclusive and prosperous future for the continent’s creative industries.
