Inside the Movement: What the Fifteen Percent Pledge Really Changed | Aurora James

When Aurora James launched the Fifteen Percent Pledge in 2020, she sparked a national movement for economic equity that has redirected over $14 billion in revenue to Black-owned businesses. What began as an Instagram screenshot became one of the most impactful nonprofit pledges in recent history—pushing over two dozen corporations, including Sephora, Nordstrom, and Macy’s, to reimagine how they support Black entrepreneurship.

In this episode, Aurora joins Nancy for an honest and expansive conversation about fear, failure, leadership, and systemic change. They discuss the launch of the Fifteen Percent Pledge, Aurora’s acclaimed memoir Wildflower, and the deeply personal and political experiences that have shaped her bold advocacy and creative path.

Aurora James is the Founder of the Fifteen Percent Pledge and Creative Director of Brother Vellies. A Time 100 honoree, CFDA award-winner, and Glamour Women of the Year, Aurora is reshaping retail and redefining what legacy can look like.

Originally aired: 04/25/2024

Timestamps:
[00:00] Introduction
[02:15] Founding Brother Vellies
[04:14] Aurora’s inspiration from traditional African shoes and their cultural significance
[06:18] How Aurora empowers herself creatively outside of traditional design
[07:12] Balancing creative flexibility with the structure of running a business
[08:23] Aurora’s journey with leadership and the challenges of bringing on a CEO
[10:02] The creation of the 15% Pledge and its mission to amplify black-owned businesses
[12:13] Navigating the complexities of creating a nonprofit during a pandemic
[14:33] The intersection of altruism and capitalism
[16:01] Overcoming fear and taking action as a leader
[18:32] Harnessing grief and anger to create positive outcomes
[20:19] Advice for entrepreneurs on resilience and focusing on privilege
[21:23] Finding peace in what you have and not comparing your life to others
[22:40] Rituals and practices Aurora uses to stay grounded and creative
[24:57] The importance of tough conversations
[25:29] Resetting with nature, self-care, and the practice of massages
[26:15] Legacy and Aurora’s vision for creating privilege and opportunity
[31:10] Aligning expectations with business goals and creating realistic plans

Connect with Aurora through
https://www.instagram.com/aurorajames/?hl=en
http://15percentpledge.org/
https://brothervellies.com/

Resources Mentioned:
Wildflower: A Memoir by Aurora James | http://bit.ly/46t4yaS
Diane von Furstenberg | https://www.dvf.com/

More From Nancy:
https://www.instagram.com/nancytwine/
Website | http://www.nancytwine.com/

More From Makers Mindset:
https://www.instagram.com/makersmindsetspace/

@themakersmindset

Website | https://makersmindset.com/
Listen on Apple Podcasts or Spotify | https://bit.ly/makersmindset

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