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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