Aurora James claims she's been threatened with death over her activism

By Pratik

 Nov 1,2022

Aurora James, a designer, and businesswoman who founded the Fifteen Percent Pledge 

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(which asked retailers to dedicate 15% of their shelves to Black-owned businesses) have not been without her share of adversity. 

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She is a visible figure in the divisive struggle for racial equity, not only as a Black woman who founded her own business but also as a Black woman.

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James said that "people have threatened my life on numerous occasions," as she was being recognized as our 2022 Women of the year. 

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"For every person who tells me I should die, there are three other entrepreneurs that have sent me emails telling me they were given the opportunity by the Fifteen Percent pledge.

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It is important to keep my eyes on the bright side and not allow the darkness to pull me down. However, it can be difficult at times.

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She acknowledged that it wasn't easy to stick her neck out after George Floyd's death and subsequent racial reckoning in America. 

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It was terrifying. It is much easier to sit comfortably than to be a nuisance to many of those at the table you have worked so hard for. 

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However, I felt that I had earned a certain level of access and that it was time to make use of my privilege to advocate for others who were not given the same opportunities as I had.

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Although it may seem scary, Aurora James, like her friend AOC, is not surprising. She has always taken risks.

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