The Fifteen Percent Pledge Gala made its return to Los Angeles on February 7 with a powerful mission: spotlighting Black-owned businesses and honoring those who have continuously championed their growth.
Hosted at Paramount Studios, the black-tie affair gathered activists, entrepreneurs, and notable supporters for an evening centered on community, impact, and shared progress.
According to USA Today, the night was dedicated to honoring Tina Knowles for her decades-long commitment to uplifting Black creators and entrepreneurs. A businesswoman and designer, and the mother of Beyoncé and Solange, Knowles has consistently supported Black-owned brands both publicly and behind the scenes throughout her career.
Kelly Rowland presented Knowles with the award, spotlighting her path from owning a hair salon to becoming a widely respected voice in fashion, business, and culture.
Launched in 2020 by fashion designer and activist Aurora James, the Fifteen Percent Pledge urges major retailers to dedicate at least 15 percent of their shelf space to Black-owned businesses—mirroring the percentage of Black people in the U.S. population.
What started as a bold call to action has since evolved into a nonprofit organization that conducts retail audits, connects brands with major retailers, and offers business development resources.
James has previously described the concept as straightforward yet long overdue. “Black people are over 15% of the population,” she said while explaining the mission. “Major retailers should commit 15% of their shelf space to Black-owned businesses.”
Since its inception, the organization has helped place more than 1,000 Black-owned brands in major retail spaces and redirected billions of dollars toward Black entrepreneurs across the country.
The gala attracted an impressive guest list, including Meghan Markle, Kimora Lee Simmons, Chloe Bailey, Law Roach, MC Lyte, and chairwoman Emma Grede.
While accepting the honor, Knowles spoke about what the moment truly meant to her. “I appreciate this great honor of acknowledging me,” she said, “but the real joy for me at this event comes from seeing all of us cheering each other on and supporting, networking, sharing resources, and looking fabulous as we do so.”
Beyond the awards ceremony, the reach of the Fifteen Percent Pledge continues to expand. In 2025 alone, the organization distributed nearly $1 million in grants, supporting more than 10,000 founders nationwide.
This year’s celebration also included a two-day block party at Paramount Studios, offering Black-owned brands and creators even more opportunities to engage directly with the community.
