As the wave of calls for top brands to show more support for black owned businesses continues, we’re seeing a few brands answer that call even as some remain mum. On May 30, Aurora James, Founder and Creative Director at Brother Vellies––a fashion brand with a focus on promoting artisan talents in Africa––called for a 15% pledge by big retail brands for Black owned businesses.
In an Instagram post, the designer specifically called out Sephora, Target, MedMen, Home Depot, Barnes and Noble, Walmart, Saks, Net-A-Porter and Whole Foods.
Using Whole Foods as an example, she said, “Whole Foods if you were to sign on to this pledge, it could immediately drive much needed support to Black farmers,” she wrote.
“Banks will be forced to take them seriously because they will be walking in with major purchase orders from Whole Foods. Investors for the very first time will start actively seeking them 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.” Black Owned Businesses
Aurora made sure to mention that owning a business herself, she understands that certain technicalities may be involved in the pledge but that it was doable. A few days after the call, the pledge was registered as a Charity called 15 Percent Pledge.
According to Aurora, this was to “continue to stick around and actually hold them accountable and work with them in getting over the hiccups and the hangups that could come along the way.”
Since the initial call out, French beauty retailer, Sephora, one of the brands mentioned in Aurora’s initial post has committed to the pledge.
Releasing an email statement, Artemis Patrick, Sephora’s Executive Vice President and CMO had this to say, Black Owned Businesses
“Ultimately, 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, while ensuring Black voices help shape our industry. We recognize we can do better and this pledge builds on our ongoing work to use our resources to drive meaningful and long-term change for Sephora and our industry.”
For the charity and Black communities all over, it is a great wish that other brands will be inspired to follow the example that Sephora has set for a long term commitment to change.
Aurora James has also committed to being a resource to some of these businesses to help them execute this pledge in a meaningful way.
“That level of accountability is exactly why a company like Target would prefer to just donate $10 million instead of actually committing to a long-term change and committing to being accountable,” says Aurora. Donations are good but a long term commitment is better not just for the short term effects but for the long term effects too, she explained.
So what happens after companies take the pledge?
Aurora James breaks her plan into three stages, detailed on 15PercentPledge.org, so retailers can address their lack of representation and do better.
- Take stock of the percentage of business, shelf space, and contacts given to Black-owned business and suppliers at present.
- Take ownership of your findings, thoroughly interrogating how existing blind spots and biases within your company and society at large have led to the disparities—and what concrete steps you can take to address them. Publish your findings internally and externally, and use them to inform a brand-new vision for “business as usual.”
- Take action. Define and publish a plan for growing the share of Black businesses you empower to at least 15 percent, alongside a concrete strategy by which you plan to stay accountable to and transparent around your commitment. Execute your plan. Black Owned Businesses
Some other brands not even mentioned have since committed to the pledge
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