May 29, 2020

It started

with a post

In May 2020, amid a charged moment in history, full of protest and awakening, our founder Aurora James took to Instagram,“Ok, here is one thing you can do for us…”

Aurora tagged the world’s largest retail brands, asking them for fair Black representation on their shelves. “We represent 15% of the population and we need to represent 15% of your shelf space,” she wrote.

June 1, 2020

The ask

was large.

She targeted her ask at retailers, all with stores in Black communities and ads directed at Black people, that sell an array of products including clothing, beauty, and food. These retailers depend on the Black dollar to stay in business year after year.

I will get texts that this is crazy. I will get phone calls that this is too direct, too big of an ask, too this, too that. But I don’t think it’s too anything. In fact, I think it’s just a start. You want to be an ally? This is what I’m asking for.

And so,

a movement


Since that post, over 28 of the world’s most recognized retailers have taken the pledge, redirecting $14B in revenue to Black brands.

As our fearless leader says,

“this is just

the beginning.”