We Needed a Bigger Room: Inside Our Advertising Week Europe 2026 Session

For the third year running, we returned to Advertising Week Europe to curate a space centring Black women’s voices—by Black women, for everyone. This year’s conversation focused on the unstoppable power of Black female brands, bringing together JOT founders Nadine Leighton and Elizabeth Anyaegbuna in conversation with Jayne Doherty (Afrique Spirits) and Shalom Ijeoma Lloyd MBE (Naturally Tiwa), respectively.

The response was immediate. The room filled quickly—then kept filling. By the time the session began, it was standing room only.

Building Brands with Culture at the Core

Jayne Doherty shared the vision behind Afrique Spirits, a premium drinks brand rooted in Ghanaian heritage and built with intention. She spoke candidly about navigating the spirits industry as a Black female founder, the importance of remaining independent, and the responsibility of representing culture authentically not just visually, but structurally.

Her journey is one of both resilience and clarity: knowing what the brand stands for, and protecting that vision as it grows. With an upcoming feature in Vogue, Afrique Spirits continues to gain the recognition it deserves.

From Kitchen to Category Creation

Shalom Ijeoma Lloyd’s journey began at home

creating products to treat her son’s eczema. From those beginnings, Naturally Tiwa has grown into a science-led natural skincare brand grounded in formulation, care, and intention.

Beyond Naturally Tiwa, Shalom also shared her wider work launching The Body Shop in Nigeria and its upcoming expansion into Ghana. And shared samples of Naturally Tiwa’s latest product - a new female-focused lubricant, expanding the brand into intimate wellness and continuing her mission to serve often overlooked needs with thoughtfulness and expertise.

More Than a Conversation

What made the session powerful wasn’t just the stories, it was what happened in the room.

The honesty.The shared experiences.The connections forming in real time.

During the conversation, we asked Jayne and Shalom a critical question: what do Black female founders need from the advertising industry to truly thrive? Their answers pointed to a clear shift: Not just visibility, but investment .Not just inclusion, but ownership. Not just campaigns, but long-term commitment. It was a reminder that while representation has improved, real progress comes when Black female founders are supported as builders, leaders, and decision-makers; not just participants in the narrative.

Both founders left the session with potential partnership opportunities. Reinforcing what’s possible when the right people are in the room, and when those connections are backed by intention.

The Power of Creating Our Own Spaces

The session was selected as a Featured Session by Advertising Week, reflecting the importance of these conversations. And the feedback said it best:

“It needed to be in a bigger room.” “The session on the power of female Black-owned brands was incredibly inspiring. It highlighted the importance of representation, ownership, and building spaces where culture is not just included, but led.”

What Comes Next

This is why we do it. To create spaces where stories are shared honestly. Where culture is centred, not sidelined.And where visibility and connection lead to opportunity.

And based on this year, next time, we might need a bigger room.

Discover more about Afrique Spirits and Naturally Tiwa