The Lulubell Group is a consulting and development firm shaping exceptional design at the intersection of culture, strategy, and enterprise. We work with designers and creative businesses drawing from African creative intelligence to build brands defined by rigour, clarity, and enduring relevance.

Our role is structural. We guide creative companies through strategic positioning, brand development, and growth frameworks that enable them to scale without dilution. Through this work, we translate cultural depth, craft, and design intelligence into brands that meet the highest international standards while remaining true to their origins — creating outcomes that are both globally competitive and culturally authored.

d

Lulu Shabell is a cultural strategist advancing social and economic development through African fashion. Through LULUBELL Group, she develops pathways that link creative talent to markets, capital, and opportunity — using fashion as a strategic driver of job creation and prosperity.

Lulu Shabell

Founder and CEO

IG

Our work is guided by a council of senior leaders from fashion, finance, law, education, and cultural institutions, shaping how Africa’s creative economies are financed, governed, taught, and positioned on the global stage.

Dr Leyla Belkaïd-Neri

Professor of Fashion Design and Design Anthropology

Dr Mabouba Diagne

Minister of Agriculture, Food Sovereignty and Livestock, Republic of Senegal

Samallie Kiyingi

International Lawyer, Senior Finance Executive Co-Chair, Tate Africa Acquisitions Committee

Guillaume Arditti

Founder, Belvedere Advisory

Zeinab Chamsine

Strategic Advisor – Governance, Finance & Cultural Systems

What partners and collaborators say about our work.

“I have to confess this week was like a dream to me and I am so grateful to have been part of this selection of incredible, creative, unique and inspirational humans. The connectivity we all shared was a treasure that we need to keep and protect…. Thanks Lulu for giving African gems an opportunity to shine to the world.”

Dina Shaker

"Lulu, the work you’ve done to push African brands cannot be quantified. Because of the opportunity you gave us, we’re going to Coterie!"

Studio Namnyak

"Lulu has been the mastermind behind the success of the CANEX Fashion Program. Her leadership has positioned African fashion on the global stage with authenticity and strength."

The Cloth

"Being part of Move Afrika in partnership with Lulubell Group was nothing short of amazing. The experience expanded our business while sharing our story of women’s empowerment through fashion."

Jiamini Kenya

"Lulubell’s visionary leadership, agility, and attention to detail seamlessly connected creativity, commerce, and community. The event showcased how Africa’s creative industries drive sustainable development."

Global Citizen