The Woman Behind TALES: Bukky Asehinde and Her Vision for Expanding Access to African Creativity
When Bukky Asehinde launched TALES (The African Lifestyle Experience), her goal was never simply to organise another showcase. She set out to create a platform where African creativity could be experienced, celebrated, and connected to global opportunities. What began in London has evolved into one of the UK’s leading platforms for discovering African fashion, beauty, lifestyle, food, art, and culture, while opening new doors for creative entrepreneurs seeking international markets.
But TALES is only one chapter in a much bigger story. Through Bellafricana and, more recently, TALES House London, Bukky has spent the last decade building an ecosystem that gives African creative businesses more than visibility. She is creating pathways for market access, strategic partnerships, and sustainable growth, driven by the belief that African creativity deserves a permanent place on the global stage.
In this interview, Bukky shares the inspiration behind TALES, the lessons she’s learned while building a creative ecosystem, her vision for expanding African brands into global markets, and why creating access remains at the heart of everything she does.
- Looking back at your journey from a student in London searching for African brands to building Bellafricana and TALES, what part of your younger self do you think would be most proud of the woman you’ve become today?
I think she would be proud that I never let go of the dream. When I was living in London as a student, I remember wanting to buy authentic African products and struggling to find them. I never imagined that one day I would build a platform helping thousands of African creatives reach people all over the world.
But more than the achievements, I think she’d be proud that I’ve stayed true to who I am. That I’ve continued to lead with heart, with purpose, and with service. The journey hasn’t been easy. There have been seasons of doubt, loss and rebuilding. But if my younger self could see me today, I think she’d smile knowing that all those little dreams she carried in her heart were worth believing in.
- Throughout your journey, what belief has remained constant even as your vision has grown and evolved?
One belief has never changed: African creativity belongs on the global stage.
I’ve never believed that our creatives lacked talent. What they lacked was access, visibility and opportunity. Whether through Bellafricana, TALES, our marketplace or TALES House, everything we’ve built has simply been another way of proving that African creatives deserve to stand confidently alongside the very best in the world. The vision has stayed the same. We’ve just found bigger ways of expressing it.
- Building platforms that create opportunities for others can be deeply rewarding, but also demanding. What has sustained you through the difficult seasons of entrepreneurship?
Three things.
My faith. My family. And the stories.
My faith reminds me that this vision didn’t start with me, so I don’t have to carry it alone. My family, especially my husband and daughter, remind me why I keep going. And then there are the creatives whose lives have changed because of Bellafricana. Every time
I receive a message saying, “I almost gave up, but Bellafricana helped me believe again,” it reminds me that this work is bigger than me. Those moments have carried me through some very difficult seasons.
- Bellafricana was born from the belief that African creatives didn’t lack talent, instead they lacked access. More than a decade later, what progress makes you most hopeful, and what challenges still need to be solved?
What gives me hope is that the world is finally paying attention. Today, African fashion, beauty, art and lifestyle brands are no longer being overlooked. They’re being celebrated on global stages.
But attention alone isn’t enough. We still need better infrastructure. More investment. More access to finance. More retail opportunities. More export support. And perhaps most importantly, we need to help more creatives build businesses that are as strong as the products they create. Talent opens the door. Business keeps it open.
- Having worked with hundreds of creative entrepreneurs across Africa, what qualities have you consistently seen in founders who go on to build sustainable and impactful brands?
The ones who succeed aren’t always the most talented. They’re the ones who stay consistent. They’re curious enough to keep learning. They’re humble enough to ask for help. And they understand that they’re not just building products—they’re building trust.
I’ve also noticed they don’t see collaboration as weakness. They build relationships. They invest in community. They understand that success isn’t a solo journey.
- You are a strong advocate for collaboration over competition. What experiences shaped that mindset, and why do you believe it is critical for the future of Africa’s creative industries?
Bellafricana shaped that mindset. Over the years, I’ve watched creatives grow simply because another creative introduced them to an opportunity. I’ve seen brands collaborate on collections. I’ve seen friendships become business partnerships. I’ve seen one introduction completely change someone’s life. That’s when I realised that collaboration doesn’t reduce opportunities, it multiplies them. Africa is too rich in talent for us to compete over scarcity. If we truly want to build a globally respected creative economy, we have to build together.
- TALES has grown from an event into a recognised platform for African creativity and culture. What have been some of the moments that reminded you why this work matters so deeply?
There have been so many.
Watching a creative sell internationally for the very first time. Seeing customers walk into TALES and say, “I had no idea Africa had this level of creativity.”
Watching creatives cry because they felt seen. This year, seeing over 70 African brands together in one beautiful space was incredibly emotional for me. It reminded me that we’re not just organising events.
We’re changing perceptions! We’re opening doors!! We’re creating history!!!
- When you think about the legacy you’re building through Bellafricana, TALES, and the wider creative ecosystem, what do you hope people will say your work made possible?
I hope people will say that Bellafricana made people believe.
Believe in African creativity.
Believe in African brands.
Believe in themselves.
I hope they’ll say we helped change the narrative from “Made in Africa” being seen as an alternative, to being recognised as a mark of excellence. And I hope young creatives, years from now, won’t have to fight so hard to be seen globally because someone before them chose to build the bridge. If that’s the legacy we leave behind, I would be incredibly grateful.
From Bellafricana to TALES, Bukky Asehinde continues to champion a future where African creativity is not only celebrated but given the access and opportunities it deserves. If her journey proves anything, it’s that creating possibilities can transform industries.
