Arora James, the designer and businesswoman who started the Fifteen Percent Pledge (asking retailers to devote 15% of their shelf space to Black-owned businesses), is no stranger to adversity. Not just as a Black woman who started her own company from scratch, but as a visible figure in the sadly divisive struggle for racial equality. But she's not letting any of that slow her down.
"People have threatened my life on multiple occasions," James told Glamour as she was being honored as one of our 2022 Women of the Year. “For every one horrible person that tells me that I need to die, there are three other entrepreneurs in my inbox telling me that they were given an opportunity because of the Fifteen Percent Pledge. I have to focus on the light and not let the dark pull me down, but I would be lying if I said that it wasn’t hard sometimes.”
Aurora James, the designer and businesswoman who started the Fifteen Percent Pledge (asking retailers to devote 15% of their shelf space to Black-owned businesses), is no stranger to adversity. Not just as a Black woman who started her own company from scratch, but as a visible figure in the sadly divisive struggle for racial equality. But she's not letting any of that slow her down.
"People have threatened my life on multiple occasions," James told Glamour as she was being honored as one of our 2022 Women of the Year. “For every one horrible person that tells me that I need to die, there are three other entrepreneurs in my inbox telling me that they were given an opportunity because of the Fifteen Percent Pledge. I have to focus on the light and not let the dark pull me down, but I would be lying if I said that it wasn’t hard sometimes.”
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