The fourth annual Fifteen Percent Pledge Gala took place on February 1 at Paramount Studios in Los Angeles, bringing together business leaders, celebrities, and advocates to support Black-owned businesses. Founded by Aurora James, the Fifteen Percent Pledge is a nonprofit organization that encourages major retailers to allocate at least 15% of their purchasing power to Black-owned businesses. This year’s event focused on raising funds for businesses impacted by the recent wildfires in Los Angeles.
The evening, hosted by actress Yvonne Orji, included a seated dinner, live music, and discussions about economic equity. Attendees showed support by wearing designs from Black-owned fashion brands and engaging in conversations about expanding opportunities for Black entrepreneurs. Among the notable guests were Kelly Rowland, Ciara, Keke Palmer, Law Roach, Kenya Barris, and Tina Knowles, all advocating for stronger investment in Black businesses.
A major highlight of the event was the distribution of grants aimed at fostering business growth. The Pledge awarded $50,000 to Barbara Shay, owner of The Little Red Hen Coffee shop, which was destroyed in the Eaton fire. Additionally, the 2025 Achievement Award granted $200,000 to RedDrop, a company focused on menstrual health, $35,000 to Brooklyn Tea, and $15,000 to Bernard James Jewelry. These businesses were selected through a voting process involving gala attendees.
In the beauty sector, the second annual Sephora Beauty Grant of $100,000 was awarded to Sienna Naturals, a brand co-founded by Hannah Diop and Issa Rae. The grant aims to support the growth of Black-owned beauty businesses in the retail space.
During the evening, Aurora James emphasized the importance of continued investment in Black entrepreneurship, particularly amid corporate rollbacks on diversity and inclusion initiatives. Emma Grede, co-founder of Good American and a key supporter of the Pledge, spoke about the financial potential of Black-owned businesses and the importance of long-term economic inclusion.
The weekend concluded with the 15th Street Block Party on February 2, an open-air event at Paramount Studios featuring Black-owned brands, food vendors, book signings, and live discussions. Participants had the opportunity to shop from businesses such as Danessa Myricks Beauty, Ghetto Gastro, and Diotima. The event reinforced the Pledge’s commitment to ensuring Black businesses have the resources and visibility needed to thrive.
