TAD

How We Curate: The TAD Product Approval Process

TAD Editorial••5 min read
Curated selection of African-made products on a table
At TAD, we’re not just building a platform — we’re building a trust network between African creatives, brands, and the audiences they serve. Every product you see on TAD passes through a detailed curation process that blends industry insight, cultural relevance, and deep respect for the craft.
Here’s a look behind the scenes at how we decide what makes the cut.

1. The Initial Discovery

We actively scout for exceptional African-made products through brand submissions, industry events, and ongoing market research. It’s not enough for a product to exist — it has to spark our curiosity with a unique story and the potential to resonate beyond trends.

2. Story First: Brand Identity Check

Every product reflects the brand behind it. We dive into the founder’s vision, mission, and creative process.

  • Does the brand have a clear purpose and aesthetic?
  • Is the story authentic and connected to the product?
  • How does it fit the broader African creative landscape?

3. Quality & Craftsmanship Review

Your first experience with a TAD-approved product should be memorable for the right reasons. We evaluate:

  • Materials & Finish: Are they durable and well-sourced?
  • Functionality: Does it perform as promised?
  • Consistency: Is quality maintained across batches?

4. Cultural & Market Relevance

We look for products that are culturally grounded yet universally appealing. Do they fill a market gap or redefine expectations in their category? We want products that represent Africa with pride and push its creative narrative forward.

5. Ethics & Sustainability Standards

The “how” matters as much as the “what.” We review:

  • Production Practices: Are they fair and transparent?
  • Environmental Impact: Is there a conscious effort toward sustainable sourcing, packaging, or processes?

6. Final Selection Committee

Before approval, each product is reviewed by our internal curation panel — a mix of creatives, brand strategists, trial users, and industry experts. We debate, challenge, and confirm alignment with TAD’s vision.

7. Ongoing Monitoring

Approval isn’t a lifetime pass. We periodically reassess products to ensure they maintain quality, relevance, and brand integrity over time.

Why This Matters

For us, curation is more than selection — it’s cultural stewardship. By being intentional in our approval process, we protect the integrity of African creativity and ensure every purchase through TAD is one buyers can be proud of.

Every product tells a story. We just make sure it’s a story worth telling.

Published byTAD Editorial Team
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