The creative director and founder of Brother Vellies, Aurora James is a leading example of beauty and strength. She founded the luxury accessory brand in 2013, focusing on keeping traditional African designs and techniques alive. Created in South Africa, Ethiopia, Kenya, and Morocco, Brother Vellies allows for unique cultural artisanship to thrive.
In June 2020, James also founded the Fifteen Percent Pledge, a non-profit and grassroots organization that pushes companies to use their financial power to create more equitable market share for Black entrepreneurs by dedicating 15 percent of shelf space to Black-owned businesses. In just its first year, the Pledge shifted almost $10 billion dollars to Black entrepreneurs through its innovative partnerships with 28 companies across industries, including Macy’s Inc., Nordstrom, Ulta Beauty, and Gap Inc. James has used her fashion platform to highlight racial injustices and to promote women in business.