A New Chapter for Black Women Entrepreneurs
Aurora James is taking her mission to uplift Black women entrepreneurs to a new level. Through a powerful partnership between Fifteen Percent Pledge and SheaMoisture, 20 Black women founders will receive full scholarships to attend Dartmouth this December for a week-long business fellowship.
This fellowship is part of SheaMoisture’s long-running Dartmouth program, which has already supported more than 100 women entrepreneurs. According to data shared by the company, graduates of the program have seen an average 14.3% revenue increase and a 6% rise in profit margins.
The upcoming session will select 10 founders through open applications and 10 through personal selection by James and her team at the Fifteen Percent Pledge. The application deadline is October 10, 2025.
Building a Stronger Network for Black Women Founders
For James, this partnership is about more than programs or promises. It’s about building real pathways for success. “Networking is still an old boy’s club,” she says. “As Black women, we are so rarely invited into the rooms where the most meaningful relationships, deals, and opportunities take shape.”
James has spent years creating platforms where Black women can access the same opportunities others take for granted. The Dartmouth Fellowship gives these women access to the Tuck School of Business, experienced mentors, and powerful networks that can help scale their companies.
This move comes at a time when many corporations are pulling back from their 2020 equity commitments. Yet, James and SheaMoisture are doubling down.
A Proven Partner in Equity and Access
“SheaMoisture has supported Black entrepreneurs since day one,” James explains. “This partnership is proof that some brands are still serious about equity, not just talk.”
The Dartmouth Fellowship is fully funded, meaning participants will not have to worry about tuition or travel costs. The week-long intensive will offer training in business strategy, scaling operations, marketing, and capital access. More importantly, participants will leave with a community of women who understand their journey.
The program arrives at a critical moment. Over 300,000 Black women have left the workforce in recent years, many not by choice. Access to training and networks like this can help bridge that gap and spark sustainable business growth.
From Fifteen Percent Pledge to Real Impact
Aurora James first rose to national attention in 2020 when she launched the Fifteen Percent Pledge, calling on major retailers to commit 15% of their shelf space to Black-owned brands. Since then, her work has driven millions in economic opportunities for Black founders.
Before creating the Pledge, James built Brother Vellies, her own luxury accessories label. She knows first-hand the obstacles that come with building a business as a Black woman without access to generational wealth or early funding. “Black founders so often don’t have access to raising the initial ‘friends and family’ capital round that many white founders raise — so we have to provide that support for each other,” she says.
That’s why she also launched the “Friends & Family” podcast, a platform that helps demystify early-stage funding for Black founders.
Empowerment That Goes Beyond a Photo Op
James is clear about what success looks like. “We really hope to see founders walk away from the Dartmouth experience with tools and lessons to scale their businesses sustainably,” she explains. “If these women head home and create a ripple effect of wealth, innovation, and opportunity in their communities, that’s how we know the work is working.”
The upcoming cohort will gain access not just to business training but also post-program support from partners like Luminary. For many, this will be their first direct access to networks typically closed off to them.
Aurora James is proving that while some corporate promises fade, real commitment to Black women entrepreneurs can change the landscape for generations to come.
