Aurora James Calls for Retailers to Support Black Owned Businesses Long Term
“You Want to Be an Ally? This Is What I’m Asking For.”
Global outrage in response to the murders of George Floyd, Breonna Taylor, and countless other Black individuals has called attention to the need for reform not only within law enforcement but in retail and the fashion industry as well. Over the past few weeks, we’ve seen fashion and beauty companies pledging their allegiance to the Black community through monetary donations to anti-racism organizations or by using their platforms to promote Black creators but is this sufficient? Aurora James, the founder of sustainable accessories brand Brother Vellies, has stepped forward and proposed a plan that would enable retailers to support Black businesses not just now but long-term. In an Instagram post on May 29th, she called on Whole Foods, Target, MedMen, Walmart, Saks, Sephora, Net-A-Porter, Barnes and Noble, and Home Depot and asked that they would commit to purchasing 15% of their products from Black-owned businesses. What is most admirable about this call to action is it’s blunt nature. James directly told these retailers “So many of your stores are set up in Black communities… We represent 15% of the population and we need to represent 15% of your shelf space.” She continued highlighting the substantial positive affects this pledge could have saying that “Investors for the very first time will start actively seeking [black businesses] out. Small businesses can turn into bigger ones. Real investment will start happening in Black businesses which will subsequently be paid forward into our black communities.” In addition to her Instagram post, Aurora launched a website https://www.15percentpledge.org and 501 (c)(3). Thus far, Sephora has been the only retailer of those tagged in the initial post to commit to the 15% pledge which has many wondering if the others will follow. Still, according to James “thousands of people” have signed the pledge since it began. Individuals who would like to sign the petition can do so online at https://www.15percentpledge.org or by texting “PLEDGE” to 917-540-8148. As Aurora said herself “You want to be an ally? This is what I’m asking for.”
Photo Credits: @aurorajames @15percentpledge
Report: Corine Gauthier
At the rise of Covid-19 many of us first questioned the timeline of fashion week and would we see the regular calendar continue - the question weighed over many of us for months! It was refreshing to see design houses and designers across the globe take advantage of the uncertainty and plow into production mode - thus my interest in Jerri Reid New York - The Black Designer based in Brooklyn New York wow’d instagram with his latest collection paying homage to the Black Is King film which debuted earlier this year in July. I was taken aback at quick of a turn round the young designer produced and released his well crafted designs reflecting some of the films most memorable moments.