Since the death of George Floyd, people of all colors have taken to the streets in protest, flooded social media to protest as well as given money to Black-owned businesses and watched shows and taught their children about race. Businesses have also taken to social media and emails to express their support for the Black community. But one woman is asking businesses, big retailers like Target, Sephora, and Whole Foods (which is owned by Amazon) to step it up. How? By committing to having at least 15% Black-owned brands on their shelves. Her name is Aurora James, owner of Artemis Patrick, and she calls it the 15 Percent Pledge.
"While I was reading it and seeing it, I wasn't necessarily feeling it," she told NPR of the retailer statements online. "So what I asked myself is, what would it actually take for these retailers to do for me to actually believe that they were standing with me as a Black woman and also as a black founder?"
And so the initiative was born. As the website puts it: "Black people in the U.S. make up nearly 15% of the population. So, we are calling on major retailers to commit a minimum of 15% of their shelf to Black-owned businesses."
Sephora stepped up to the plate as well as a handful of other retailers that we compiled below to show that they are more than just talk, this isn't just a trend and change will happen. (We included only two businesses owned by Black individuals as they are participating, but the onus is not on this community to make the change, though it is amazing.)
Sephora
Sephora is one of the large retailers that Aurora James called out specifically to take part in the pledge and the brand answered. It committed to having 15 percent of shelf space in its stores dedicated to Black-owned companies.
Rent the Runway
Rent the Runway also put its commitment to where its social media mouth is. The brand, which caters to women who don't have the means or desire to spend hundreds of dollars on designer clothes it curates, dedicated to including 15% of its fashion talent from the Black community moving forward.
HeyDey
HeyDey skin care is making sure that people (especially women) feel beautiful in their own skin, but it is also making sure the Black community is included in its business model. It is, according to its Instagram post: "Working towards stocking at least 15% of our shelves with Black-owned brands and (2) launching a program that donates both funding and consulting to Black entrepreneurs in the skincare industry who would benefit from additional resources. We have to start somewhere. More details to come by July."
Roe Wolfe
Roe Wolfe is also taking the 15 Percent Pledge. The retailer, which offers goods in fashion, home, beauty, and dining, committed to "dedicate 15% of their shelf space to Black-owned designers and companies."
The Partners Real Estate
The Partners real estate brand, which is part of the Compass real estate platform, also took the 15 Percent Pledge. But instead of clothes or beauty items, it will make sure that at least 15% of its vendors — from photography to staging and more — are Black.
Compass
Speaking of Compass, the real estate titan is the company that started the real estate commitment to the 15 Percent Pledge. A lot goes into real estate, and Black real estate partners deserve and should be part of it.
Mociun
Mocium is a brand known for its fine jewelry and home goods but now it is also known for its part in committing to the 15 Percent Pledge. The brand's founder, Caitlyn Mociun, stated she has also begun reaching to Black vendors.
"The pledge entails a three step process for retailers: taking stock, taking ownership of our findings, and taking action. Currently, one of our makers is African and none of our makers are Black Americans — we realize this is unacceptable. We carry approximately 46 makers, and will need to onboard a minimum of seven Black vendors to deliver on the pledge. Seven isn't a lot, it is our hope that we'll have more. By taking this pledge, we hope to be part of the solution to ending systemic racism in America."
Belle Atelier Bridal
The bridal industry sorely lacks in Black representation and has for a long time. But a few bridal retailers want that to change, one of which is Belle Atelier. It is dedicated 15% of its rack space for Black designers: "We want to do our part and make bridal more inclusive."
The Modern Bride
The Modern Bride is another bridal retailer that wants to be part of the change. It has committed to giving Black designers 15% of its shelf space moving forward as well as ensuring and increasing representation within the brand's own staff as well as in marketing.
Prince & Bond (Black-Owned)
Though Prince & Bond is a Black-owned brand, the luxury retailer has still taken the 15 Percent Pledge. It understands that the luxury travel and fashion brands and businesses are dominated by "white, affluent and privileged" images. That is why it is joining the pledge, too.
Violet Grey
Violet Grey, a beauty brand, gets it right in its post committing to the 15 Percent Pledge: "In the beauty industry, looking in the mirror is always part of the job." And look it did. The retailer will dedicate 15%t of its product assortment to Black-owned brands as well as looking within the company itself to become more inclusive.
Loho Bride
Loho Bride is another bridal retailer looking to make an inclusive change within its brand but also the community at large. Fifteen percent of its shelves will go to Black retailers and it is pledging 100% of its bridal box sales to the Black community and will include products created by Black independent designers. Plus, it will give a 10% discount to shoppers who prove they voted in the primary elections.
Darling Boutique
Darling Boutique, which boasts "curated Consignment & artisan goods" which are also handmade, has pledged at least 15% of its shelf space to goods from Black creators and artists. It would be amazing if more artisanal sellers followed in its footsteps.
Ban.do
Fashion brand Ban.do has also been inspired to take the 15 Percent Pledge and will dedicate the 15% shelf space to Black-owned businesses. The brand has also committed to selling at least 15% of third-party products on the site from Black-owned brands as well.
Nox Shop
Nox Shop raised $40,000 for the cause already but it wanted to share with its followers and shoppers what was next. The store has committed to the 15 Percent Pledge to Black-owned businesses in its Nox Lounge as well as donating 10% of monthly profits, a $5K annual grant, and hiring more marginalized voices for freelance work.
Threads Styling
Threads Styling, a global luxury shopping brand selling shoes, jewelry, and clothes, released this Twitter video to announce it is joining the 15% pledge. The brand also called on others in the industry to join it.
Lady Mae (Black-Owned)
Lady Mae cosmetics, a Black-owned beauty business that is cruelty- and paraben-free, vegan, and organic, also decided to join its retail counterparts in making the 15 Percent Pledge. "It doesn't take much to step out your element, putting yourself on the front line to care for those when it matters most," the post reads.
