The founder of Brother Vellies asked major store chains to take the 15 Percent Pledge, which is to devote a portion of their buy to Black-owned businesses.
These companies, being reputed movers and shakers in the fields of fashion, farming, beauty, cannabis, and more, have the visibility and resources to influence how the masses shop for products. This is especially prevalent for burgeoning brands, who are often at the mercy of their seasonal buys to stay afloat. According to James, taking part in this pledge will not only provide much-needed finances to a brand in the short-term, but will cause a ripple effect that will lead to more opportunities.
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Sephora Is the First Brand to Join Aurora James's 15 Percent PledgeSephora becomes the first retailer to join Aurora James' 15 Percent Pledge, which demands retailers devote 15 percent of their shelf space to Black-owned businesses.
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Sephora Becomes the First Brand to Accept Aurora James’s “15 Percent Pledge”James had unveiled the initiative on May 30.
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Aurora James on This Week’s Big Win for the 15 Percent Pledge and Black-Owned BrandsAurora James, founder of the accessories label Brother Vellies, called on major retailers to make shelf space in keeping with population data. This week, Sephora and Rent the Runway signed on.
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Sephora Is the First Brand to Join Aurora James's 15 Percent PledgeSephora becomes the first retailer to join Aurora James' 15 Percent Pledge, which demands retailers devote 15 percent of their shelf space to Black-owned businesses.
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Sephora is the First Major Retailer to Take Canadian Designer Aurora James' 15 Per Cent Pledge'This commitment is about more than the prestige products on our shelves, it starts with a long-term plan diversifying our supply chain and building a system that creates a better platform for Black-owned brands to grow.'
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Sephora Is the First Major Beauty Retailer to Commit the 15 Percent PledgeAs part of the 15 Percent Pledge, the retailer will commit 15 percent of its shelf space to Black-owned brands.
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