Aurora James

Aurora James created the 15 Percent Pledge in 2020, calling on major retailers to dedicate 15 percent of their shelf space to Black-owned businesses — reflecting the fact that Black people make up approximately 15 percent of the U.S. population. The pledge was adopted by Sephora, Macy's, Nordstrom, West Elm, and other major retailers, channeling hundreds of millions of dollars toward Black-owned brands and transforming the retail landscape.

Born in Toronto, Canada, in 1984, to a Ghanaian mother and Canadian father, James founded the luxury accessories brand Brother Vellies in 2013. The brand, which creates shoes and handbags using traditional African craftsmanship, won the CFDA/Vogue Fashion Fund Award and became a favorite of Michelle Obama and Beyoncé. James's mission was always dual: create beautiful products and preserve traditional artisanal techniques.

The 15 Percent Pledge, launched in an Instagram post during the racial reckoning of 2020, became one of the most concrete and measurable outcomes of that movement. James transformed it from a social media call to action into a nonprofit organization that partners with retailers, tracks their progress, and holds them accountable. She has been named one of Time's 100 Most Influential People and has proven that systemic change in business is possible when someone is willing to demand it — with a specific number attached.