The second edition of ICONA London’s “Shop With Stars” campaign brought music, nostalgia, and excitement to the company’s Wilkinson Road outlet on Friday, as veteran musician and All Stars President C Bolt was unveiled as the latest celebrity guest in the growing initiative. The event attracted customers, fans, and music enthusiasts eager to interact with one of Sierra Leone’s most recognizable entertainment figures.
The “Shop With Stars” initiative, launched through a partnership between ICONA London and Salone Jamboree during the media platform’s 17th anniversary celebrations, is designed to bring celebrities closer to their fans while creating a unique shopping experience for customers. Every Friday, a different Sierra Leonean celebrity is hosted at one of ICONA’s branches, giving shoppers an opportunity to meet their favorite stars, take photographs, engage in conversations, and enjoy a 15 percent discount on purchases made during the event.
The first edition featured fast-rising artist Apreel, whose recent musical success has earned him growing attention among Sierra Leone’s younger audiences. This week’s spotlight shifted to C Bolt, a respected figure whose contribution to Sierra Leone’s music industry spans more than a decade.
Throughout the event, fans lined up to take photographs and exchange greetings with the artist. Many described the occasion as a rare opportunity to engage with a celebrity outside the usual concert environment, where interactions are often limited by crowds and security restrictions.
Speaking during the event, C Bolt praised the concept and encouraged Sierra Leoneans to support businesses that invest in local communities.
“I welcome this initiative, and I am calling on all Sierra Leoneans to support ICONA because this is like their own business. The company has employed more than 100 Sierra Leoneans across the country, and that is something we should appreciate,” he said.
The veteran musician also shared his views on the evolution of Sierra Leone’s music industry. When asked about the difference between artists of his generation and the current crop of performers, C Bolt offered a thoughtful perspective.
“During our days, we made timeless music, which is why those songs are still being played today,” he said. “I have a lot of respect for the new school artists, but many of them focus too much on trends. Trends come and go. When you build your music around trends alone, you are always chasing the next thing. That is not always good for the industry.”
His remarks sparked discussion among attendees, many of whom viewed the comments as a reminder of the importance of creating music with lasting cultural value.
Following the interaction with fans, C Bolt was taken on a tour of the showroom, where he viewed a range of home appliances and electronic products. The visit culminated in a surprise presentation by ICONA management.
In recognition of his contribution to Sierra Leone’s music industry, the company presented the artist with an ICONA chest freezer. The gesture drew applause from customers and staff members gathered at the store.
Mohamed Muntala Kamara, founder of Salone Jamboree and facilitator of the initiative, said the decision to feature C Bolt was motivated by the artist’s enduring popularity and influence.
“I am a big fan of C Bolt, which is why we brought him here so that other fans could also experience him,” Kamara said. “ICONA Shop With Stars will continue to bring stars closer to their fans around our branches. This is our way of contributing to the entertainment industry while giving customers a memorable experience.”
During the presentation of the chest freezer, Kamara described the gift as a token of appreciation for the artist’s years of service to the industry.
“This freezer is going to you as an appreciation for the wonderful things you have done,” he said. “At ICONA, we value our stars, especially those who helped build this industry and bring it to where it is today. We will continue to support any artist or celebrity invited to this platform.”
Clearly moved by the gesture, C Bolt expressed gratitude to the company and its management.
“I thank ICONA for this gift. I never expected it,” he said. “Like I said earlier, all Sierra Leoneans should support ICONA. What they are doing is overwhelming. As President of the All Stars, I will continue to support this initiative.”
The “Shop With Stars” campaign forms part of a broader effort by Salone Jamboree and ICONA to create stronger links between public figures and ordinary citizens. According to the organisers, many fans rarely get an opportunity to interact meaningfully with their favourite entertainers despite supporting them for years.
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Beyond promoting local celebrities, the initiative also seeks to transform the shopping experience by blending retail activity with entertainment and community engagement. Organisers say the programme will continue every Friday across ICONA’s network of branches, giving customers nationwide opportunities to meet some of Sierra Leone’s most celebrated personalities.
As the campaign gains momentum, it is increasingly becoming more than a marketing event. It is emerging as a platform that celebrates Sierra Leonean talent, rewards loyal customers, and reminds fans that the stars they admire are never too far away.
