The Fourth Annual Fifteen Percent Pledge Gala took center stage at Paramount Studios in Los Angeles, marking another milestone in the fight for racial equity and economic justice.
Hosted by actress and comedian Yvonne Orji, the star-studded event awarded $400,000 in grants to Black businesses and their founders, reinforcing the mission of the Fifteen Percent Pledge, a nonprofit advocacy organization committed to urging major retailers and corporations to dedicate 15% of their purchasing power to Black-owned businesses. Since its inception, the Fifteen Percent Pledge has been a driving force behind shifting $14 billion toward Black entrepreneurs. Beyond advocacy, the organization provides accountability support and strategic partnerships to corporations, ensuring tangible opportunities for Black businesses and professionals.
Kelly Rowland and Tina Knowles pose at the Fifteen Percent Pledge Gala
The event was attended by a dazzling array of supporters, including Kim Kardashian, Kelly Rowland, Ciara, Issa Rae, Teyana Taylor, Aaron Pierre, Keke Palmer, Amber Valletta, Nia Long, Jesse Williams, Janelle James, Karrueche Tran, Precious Lee, Lori Harvey, Rachel Zoe, Lamorne Morris, Meena Harris, Jeannie Mai, Lee Daniels, and Law Roach, among many others. The Host Committee featured influential figures such as Kenya Barris, Brandon Blackwood, Tracee Ellis Ross, Diane von Fürstenberg, Emma Grede, Stephanie Horton, and Danessa Myricks.
The evening’s presentations commenced with a heartfelt moment as singer Ciara awarded the first grant of the night, the Altadena Honoree Grant, to Barbara Shay, owner of Little Red Hen Coffee Shop. A beloved establishment tragically lost in the Eaton fire; the coffee shop was more than just a restaurant—it was a community cornerstone. In recognition of its impact, the Fifteen Percent Pledge presented Shay and her family with a $50,000 grant to assist in rebuilding efforts, providing immediate relief for employees and essential recovery support. Beauty entrepreneurs were also celebrated, as Sienna Naturals Co-Founders Hannah Diop and Issa Rae received the Sephora Beauty Grant. Valued at $100,000, this grant honors outstanding Black beauty brands, providing crucial funding to elevate them to new heights in the industry.
Fifteen Percent Pledge Founder Aurora James and Grede James at the 4th annual Fifteen Percent Pledge Gala
Photo credit: Jojo Korsh
A highlight of the evening was the presentation of the 2025 Achievement Award, bestowed by Fifteen Percent Pledge Founder Aurora James and music icon Kelly Rowland. The winners were determined by a live audience vote from a pool of five finalists and three businesses emerged victorious RedDrop, Brooklyn Tea, and Bernard James who received $250K across the three winners. In her speech, Aurora James emphasized the collective impact of the Black community, declaring, “Each and every one of us. Our stories, our pasts, our cultures and identities are part of the fabric that makes America great. More than great, spectacular. You deserve to be here. I deserve to be here. We make ‘here’ what it is. Our talent, our tenacity, our drive – that is why we got here. This country in its best form is a product of each of our beautiful and individual contributions. Never let another person tell you otherwise. We belong. You belong.”
The Fourth Annual Fifteen Percent Pledge Gala not only celebrated Black entrepreneurship but also reinforced the power of economic equity in creating lasting change. Through grants, advocacy, and community-driven initiatives, the Fifteen Percent Pledge continues to pave the way for a more inclusive and thriving marketplace.
