{"id":11990,"date":"2026-02-04T16:22:24","date_gmt":"2026-02-04T15:22:24","guid":{"rendered":"https:\/\/africafashiontour.com\/doris-bello-castel-founder-of-lecrin-luxe-agency\/"},"modified":"2026-02-05T10:14:03","modified_gmt":"2026-02-05T09:14:03","slug":"doris-bello-castel-founder-of-lecrin-luxe-agency","status":"publish","type":"post","link":"https:\/\/africafashiontour.com\/en\/doris-bello-castel-founder-of-lecrin-luxe-agency\/","title":{"rendered":"Doris Bello Castel, founder of L&#8217;\u00c9crin consulting firm"},"content":{"rendered":"<hr>\n<p><iframe id=\"ausha-Qhrs\" style=\"border: none; width: 100%; height: 220px;\" src=\"https:\/\/player.ausha.co\/?showId=qxYJmIJ4O3gr&amp;color=%23000000&amp;multishow=false&amp;playlist=false&amp;dark=false&amp;t=0&amp;podcastId=YK5WatvwGVmG&amp;v=3&amp;playerId=ausha-Qhrs\" name=\"Ausha Podcast Player\" height=\"220\" frameborder=\"0\"><\/iframe><script src=\"https:\/\/player.ausha.co\/ausha-player.js\"><\/script><\/p>\n<hr>\n<h2 data-pm-slice=\"1 1 []\">Luxury architecture and the art of African heritage<\/h2>\n<p>For Doris Bello Castel, luxury is not a question of price, but of storytelling and transmission. Founder of the <strong>l&#8217;Ecrin<\/strong> consultancy, she assists brands in their quest for positioning and influence. Her mission? To transform ancestral know-how into global brands, without ever betraying their soul.   <\/p>\n<h2>A &#8220;100% Made in Africa&#8221; identity<\/h2>\n<p>Doris defines herself as a synthesis of the continent. Born in Congo-Brazzaville to a mother from Niger and a father from Benin, it is nevertheless in C\u00f4te d&#8217;Ivoire that her heart is rooted. This multiculturality is not just a biographical detail: it&#8217;s the driving force behind her pan-African vision of fashion.  <\/p>\n<blockquote><p>&#8220;I&#8217;m an Ivorian at heart and by culture. My journey is a good example of the logic behind Africa Fashion Tour: a desire to travel around the world to highlight the excellence of our industry.&#8221;<\/p><\/blockquote>\n<h2>L&#8217;Ecrin, branding for excellence<\/h2>\n<p>Through her consultancy, Doris works on <strong>strategic branding<\/strong>. For her, many African brands have an exceptional product, but struggle to build a coherent and desirable brand image internationally. <\/p>\n<p>Her approach is based on rigor and alignment. She doesn&#8217;t just create logos; she builds identities. She insists that branding must not be mere marketing speak, but a direct emanation of the designer&#8217;s vision.  <\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11979\" src=\"https:\/\/africafashiontour.com\/wp-content\/uploads\/2026\/02\/2-1.jpg\" alt=\"Webseries Heritage Chef Lalaina\" width=\"819\" height=\"1024\" srcset=\"https:\/\/africafashiontour.com\/wp-content\/uploads\/2026\/02\/2-1.jpg 819w, https:\/\/africafashiontour.com\/wp-content\/uploads\/2026\/02\/2-1-480x600.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 819px, 100vw\" \/><\/p>\n<h2>&#8220;HERITAGES, documenting know-how for eternity<\/h2>\n<p>Beyond consulting, Doris Bello Castel has taken a major step forward by becoming producer of the <a href=\"https:\/\/youtube.com\/@heritagesafrica?si=gQpFiIAYQq2LwSr2\">HERITAGES<\/a> webseries. This ambitious project was born out of a need to give visibility to the hands that shape African fashion.<\/p>\n<ul>\n<li><strong>The aim: to<\/strong> highlight local know-how, often ignored by global distribution channels.<\/li>\n<li><strong>The method:<\/strong> Immersion in the workshops, meeting the craftsmen, to tell the story behind each piece.<\/li>\n<li><strong>The ambition: to<\/strong> create a visual archive of African excellence.<\/li>\n<\/ul>\n<p>For Doris, &#8220;HERITAGES&#8221; is a way of promoting Made in Africa luxury. . This approach allows us to showcase luxury made in Africa. By showing immersion in workshops and encounters with artisans, we create a visual archive of excellence. It is this cultural content that enhances the brands&#8217; DNA and justifies their positioning on the global market.  <\/p>\n<h2>The psychology of branding<\/h2>\n<p>One of the most profound points in the interview concerns Doris&#8217;s methodology. She often asks the managers she works with to define their own personal values first. <\/p>\n<blockquote><p>&#8220;I ask them, &#8220;Who am I?&#8221; It&#8217;s a vital exercise in introspection. If the founder&#8217;s vision isn&#8217;t clear, storytelling will only be a fa\u00e7ade.&#8221; <\/p><\/blockquote>\n<p>For her, modern storytelling must no longer be a simple historical linearity, but a <strong>&#8220;brand psychology&#8221;.<\/strong> Today&#8217;s luxury consumer isn&#8217;t looking for a product, he&#8217;s looking to identify with the designer&#8217;s values. If this discourse is not authentic, it is censored by the market.  <\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11983\" src=\"https:\/\/africafashiontour.com\/wp-content\/uploads\/2026\/02\/1.jpg\" alt=\"\" width=\"819\" height=\"1024\" srcset=\"https:\/\/africafashiontour.com\/wp-content\/uploads\/2026\/02\/1.jpg 819w, https:\/\/africafashiontour.com\/wp-content\/uploads\/2026\/02\/1-480x600.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 819px, 100vw\" \/><\/p>\n<h2>Madagascar, a new fashion crossroads<\/h2>\n<p>During this exchange between Paris and Madagascar, Doris also spoke of the dynamism of the Grande \u00cele. Invited by <strong>Madagascar Fashion Week<\/strong>, she observed a creative abundance that confirms that Africa, in all its diversity, is ready to take the lead in global design. <\/p>\n<h2>Building for future generations<\/h2>\n<p>Doris Bello Castel&#8217;s work is a bridge between the past (heritage) and the future (modern luxury). Whether it&#8217;s through strategic consulting in Abidjan or audiovisual production in Madagascar, she remains true to one principle: excellence cannot be decreed, it must be built with patience and truth. <\/p>\n<p>&nbsp;<\/p>\n<hr>\n<p>Read also<\/p>\n<ul>\n<li><a href=\"https:\/\/africafashiontour.com\/en\/vanessa-azar-founder-of-the-muse-atelier-brand\/\">Vanessa Azar, founder of the Muse Atelier brand<\/a><\/li>\n<li><a href=\"https:\/\/africafashiontour.com\/en\/fatouma-allele-bally-founder-of-inaz-concept-store\/\">Fatouma Allele Bally, founder of Inaz Concept Store<\/a><\/li>\n<li><a href=\"https:\/\/africafashiontour.com\/en\/queen-serere-content-creator-and-communications-strategy-expert\/\">Queen Serere, content creator and communications strategy expert<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Head of consultancy firm l&#8217;Ecrin and creator of the web series HERITAGES, Doris Bello Castel is working to ensure that African excellence is no longer an exception, but a global standard. In this exclusive interview, she shares her vision of authentic luxury, rooted in the identity and core values of its creators. <\/p>\n","protected":false},"author":2,"featured_media":11976,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[135,140],"tags":[],"class_list":["post-11990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-the-news","category-podcast-en"],"_links":{"self":[{"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/posts\/11990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/comments?post=11990"}],"version-history":[{"count":4,"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/posts\/11990\/revisions"}],"predecessor-version":[{"id":12046,"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/posts\/11990\/revisions\/12046"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/media\/11976"}],"wp:attachment":[{"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/media?parent=11990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/categories?post=11990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/africafashiontour.com\/en\/wp-json\/wp\/v2\/tags?post=11990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}