By Lamin Bangura
On Friday 29th May, 2026 Salone Jamboree, powered by ICONA London, has unveiled Shop With The Stars SL, the country’s first celebrity-driven retail experience. The launch coincides with the 17th anniversary of Salone Jamboree, celebrating nearly two decades of promoting Sierra Leone’s arts, culture, and entertainment industry.
The launch event, held at ICONA London HQ on 22 Wilberforce Street, Freetown, offered attendees a firsthand experience of the innovative platform that merges fashion, entertainment, and celebrity glamour. Every Friday, shoppers can meet celebrities, walk the red carpet, and shop live from any of the 17 outlets, with the experience broadcast across Facebook, TikTok, and local television. Customers will also benefit from a 15% discount each Friday, elevating the VIP shopping experience.
In his opening address, Murtala Mohamed Kamara, Founder and CEO of Salone Jamboree, reflected on the organization’s journey since its inception on May 29, 2009, at the British Council Auditorium. He highlighted the platform’s commitment to storytelling and community development, recalling transformative initiatives such as the Miss Correctional Beauty Pageant, which provide second chances and empower individuals to pursue their dreams. Kamara also emphasized the partnership with ICONA London, noting that the collaboration ensures quality products that are affordable, accessible, and designed to benefit Sierra Leonean communities.
Joshua A. Khan, Business Development Manager of ICONA London, reiterated the company’s dedication to quality and accessibility, stressing that the initiative offers convenience through financing options, free delivery, and installation. Khan highlighted ICONA’s expansion across Sierra Leone and its commitment to employing local staff while creating meaningful customer experiences.
Kai, Marketing Manager of ICONA London, underscored the importance of development and sustainability in Sierra Leone, encouraging citizens to embrace foreign investments that bring value to local communities. She noted that the company has employed over 170 local staff and is addressing longstanding challenges in customer service and access to quality products.
A key moment of the event was the appearance of a former Miss Correctional Beauty Queen, whose inspiring story illustrated the transformative power of Salone Jamboree’s programs. She shared how the initiative gave her a second chance, enabling her to return to school and pursue her dream of becoming a lawyer, highlighting the real-life impact of community-focused initiatives.
The launch of Shop with The Stars SL represents a new chapter in Sierra Leone’s retail and entertainment landscape, transforming shopping into a dynamic, celebrity-driven experience that celebrates culture, talent, and community.