Aurora James

Aurora James was born on July 12, 1984, in Guelph, Ontario, Canada, to a Ghanaian father and a Canadian mother. Her early life involved living between Canada and Jamaica. In 2010, she moved to Los Angeles, then later to New York City. After experiencing African cultures firsthand in 2011, James began to explore design by selling products at local markets in New York and working with different artisan groups.

In January 2013, James launched Brother Vellies with an initial investment of $3,500. The brand’s core mission was to preserve traditional African design practices and techniques, while also creating sustainable employment for artisans. The first formal Brother Vellies collection, produced entirely with shoemakers in South Africa, was released for the spring 2014 season. The brand later expanded its artisan partnerships to include countries like Mexico and Honduras, producing various footwear styles. In 2015, Brother Vellies introduced handbags, and in the same year, James received the CFDA/Vogue Fashion Fund prize. Her work in fashion has been recognized, leading to her induction into the Council of Fashion Designers of America (CFDA) in 2016 and her election as a Vice Chair of the CFDA in 2022.

In 2020, Aurora James founded the 15 Percent Pledge in response to widespread social injustice. This non-profit organization urges major retailers to commit at least 15 percent of their shelf space to products from Black-owned businesses. The initiative began with an Instagram post that quickly gained significant attention, leading to partnerships with large corporations to implement this commitment. James’s memoir, “Wildflower,” was released in 2023, offering insights into her career journey and personal experiences. She has received numerous awards, including the Bloomberg 50 in 2020, being named to the Time 100 list in 2021, and a Glamour Woman of the Year in 2022. Brother Vellies items have been worn by public figures such as Beyoncé, Solange Knowles, Nicki Minaj, and Elaine Welteroth.