Introduction: The Power of Small Businesses
When I first heard about Aurora James, her name was everywhere—fashion circles, social media platforms, and even political discussions. But what struck me most wasn’t just her success as a designer or her bold advocacy work; it was her unwavering belief in the power of small businesses. In an era dominated by corporate giants and e-commerce behemoths, Aurora’s commitment to uplifting small, local, and often underrepresented entrepreneurs feels like a breath of fresh air.
As someone who has always been fascinated by grassroots movements and community-driven initiatives, I wanted to dive deeper into why Aurora James still believes in small businesses—and how her vision can inspire us all. This guide will explore her journey, her philosophy, and actionable steps we can take to support small businesses in our own lives.
Who Is Aurora James? A Quick Overview
Before we delve into her mission, let’s talk about who Aurora James is. If you’re unfamiliar with her story, here’s a brief rundown. Aurora is the founder of Brother Vellies, a sustainable luxury fashion brand known for its handcrafted shoes and accessories. She launched the company in 2013 with a clear goal: to preserve traditional African craftsmanship while creating economic opportunities for artisans across the continent.
But Aurora didn’t stop there. Over time, she became much more than a designer. She emerged as a vocal advocate for ethical consumerism, diversity, and inclusion. One of her most notable contributions came during the height of the Black Lives Matter movement in 2020 when she introduced the 15 Percent Pledge. This initiative challenges major retailers to dedicate 15% of their shelf space to Black-owned businesses—a percentage that reflects the proportion of Black people in the U.S. population.
Through these efforts, Aurora has shown us that small businesses aren’t just a niche market; they are vital pillars of our economy and culture.
Why Small Businesses Matter More Than Ever
Let’s be honest: running a small business isn’t easy. From navigating supply chain issues to competing with Amazon’s lightning-fast delivery, small business owners face countless hurdles. Yet, despite these challenges, they remain the backbone of innovation, creativity, and community building. Here’s why I believe small businesses matter now more than ever:
1. They Foster Authentic Connections
Unlike large corporations, small businesses often have deep roots in their communities. They know their customers personally, understand their needs, and tailor their offerings accordingly. For instance, think about your favorite local coffee shop. Chances are, the barista knows your regular order, and the owner might even greet you by name. These interactions create a sense of belonging that no chain store can replicate.
2. They Drive Economic Growth
Did you know that small businesses account for nearly half of all private-sector employment in the United States? That’s right—they play a critical role in job creation and economic stability. By supporting small businesses, we’re not just buying products; we’re investing in livelihoods and futures.
3. They Promote Sustainability
Many small businesses prioritize sustainability because they care deeply about their impact on the planet. Take Brother Vellies, for example. Aurora ensures that every piece is made using eco-friendly materials and fair labor practices. Supporting such businesses means aligning ourselves with values that prioritize people and the planet over profit.
4. They Celebrate Diversity
Small businesses often reflect the unique identities and cultures of their founders. Whether it’s a family-owned bakery serving recipes passed down through generations or a boutique showcasing handmade jewelry inspired by indigenous traditions, these enterprises enrich our world with diverse perspectives.
Aurora James’ Blueprint for Supporting Small Businesses
Now that we’ve established why small businesses are so important, let’s explore how Aurora James approaches this issue. Her strategies go beyond mere rhetoric—they offer practical ways to make a difference. Here’s what I’ve learned from her work:
1. The 15 Percent Pledge: Holding Corporations Accountable
One of Aurora’s most impactful campaigns is the 15 Percent Pledge. It’s simple yet revolutionary: if Black Americans make up 15% of the population, then at least 15% of retail shelf space should feature Black-owned brands. Since its launch, several major companies, including Sephora and Macy’s, have signed on to the pledge.
What I love about this initiative is that it doesn’t rely solely on individual actions—it pushes systemic change. By holding corporations accountable, Aurora is ensuring that resources flow directly to marginalized communities.
2. Empowering Artisans Through Fair Trade Practices
Aurora’s own brand, Brother Vellies, serves as a model for ethical entrepreneurship. Every item is crafted by artisans in countries like Kenya, Morocco, and South Africa. Not only does this provide them with steady income, but it also helps preserve traditional techniques that might otherwise disappear.
We can apply this principle in our daily lives by seeking out brands that prioritize fair trade and transparency. When we choose to buy from companies that treat their workers fairly, we’re contributing to a more equitable global economy.
3. Amplifying Voices Through Storytelling
Another key aspect of Aurora’s advocacy is storytelling. She uses her platform to highlight the stories behind the products—from the artisans who make them to the cultural significance they hold. This approach humanizes the shopping experience and reminds us that every purchase has a ripple effect.
As consumers, we can do the same by sharing the stories of the small businesses we love. Whether it’s posting a glowing review online or recommending a local shop to friends, amplifying these voices can make a huge difference.
How You Can Support Small Businesses Today
Inspired by Aurora James’ work, I’ve compiled a list of actionable steps we can all take to support small businesses. Remember, change starts with individual actions, and together, we can create a ripple effect that benefits entire communities.
1. Shop Local First
Next time you need something—whether it’s groceries, clothes, or home decor—consider checking out local options before turning to big-box stores or online giants. Not only will you discover unique finds, but you’ll also strengthen your community’s economy.
2. Spread the Word
Social media is a powerful tool for promoting small businesses. Share photos of your purchases, tag the business, and leave positive reviews. Even a single post can introduce dozens (or hundreds) of new customers to a struggling entrepreneur.
3. Invest in Gift Cards
If you want to support a small business but aren’t sure what to buy, consider purchasing a gift card. This provides immediate cash flow, which can be crucial for businesses facing financial challenges. Plus, it gives you flexibility to shop later or gift it to someone else.
4. Collaborate with Entrepreneurs
Are you part of a larger organization or network? Explore opportunities to collaborate with small businesses. For example, if you’re planning an event, hire a local caterer or florist. If you run a blog or podcast, invite small business owners to share their expertise.
5. Advocate for Policy Changes
While individual actions are important, structural changes are equally necessary. Support policies that reduce barriers for small businesses, such as tax incentives, grants, and access to affordable loans. Write to your representatives, sign petitions, and participate in advocacy campaigns like the 15 Percent Pledge.
Lessons Learned from Aurora James’ Journey
Reflecting on Aurora James’ journey, one thing becomes clear: she sees potential where others see obstacles. Instead of waiting for someone else to solve the problems she cared about, she took action. And that’s something we can all learn from.
Here are a few key lessons I’ve taken away from her story:
- Start Where You Are: You don’t need millions of dollars or a massive platform to make a difference. Aurora started Brother Vellies with limited resources but a lot of determination.
- Stay True to Your Values: Throughout her career, Aurora has remained steadfast in her commitment to ethics and inclusivity. Sticking to your principles may not always be easy, but it builds trust and credibility.
- Think Globally, Act Locally: While Aurora’s impact spans continents, her work begins with individual artisans and communities. Similarly, we can start small and scale our efforts over time.
Final Thoughts
Aurora James’ belief in small businesses isn’t just optimism—it’s a call to action. By supporting these enterprises, we’re not only fostering economic growth but also nurturing creativity, diversity, and resilience.
So, the next time you’re deciding where to spend your money, remember the power of your choices. Will you opt for convenience, or will you invest in something greater? Together, we can build a future where small businesses thrive, and everyone has a seat at the table.
This guide wouldn’t be complete without encouraging you to take the first step today. Visit a local shop, follow a Black-owned brand on Instagram, or simply strike up a conversation with a small business owner. Trust me—you won’t regret it.
And with that, I leave you with a challenge: What will you do to support small businesses tomorrow? Let’s keep the momentum going.
