The Fifteen Percent Pledge Gala returned to Los Angeles on February 7 with a clear focus: celebrating Black-owned businesses while recognizing the people who have consistently worked to uplift them.
Held at Paramount Studios, the black-tie event brought together activists, entrepreneurs, and high-profile supporters for a night rooted in community and collective progress.
According to USA Today, the evening centered on Tina Knowles, who was honored for her long-standing advocacy for Black creators and entrepreneurs. Knowles, a businesswoman, designer, and the mother of Beyoncé and Solange, has spent decades supporting Black-owned brands, both publicly and behind the scenes.
She was presented with the award by Kelly Rowland, who highlighted Knowles’ journey from running a hair salon to becoming a respected figure in fashion, business, and culture.
Founded in 2020 by fashion designer and activist Aurora James, the Fifteen Percent Pledge challenges major retailers to commit at least 15 percent of their shelf space to Black-owned businesses—reflecting the percentage of Black people in the U.S. population.
What began as a call to action has grown into a nonprofit organization that conducts audits, connects retailers with Black-owned brands, and provides business development support.
James has described the idea as both simple and overdue. “Black people are over 15% of the population,” she said while explaining the initiative. “Major retailers should commit 15% of their shelf space to Black-owned businesses.”
Since its launch, the organization has helped place more than 1,000 Black-owned brands in major retail stores and has shifted billions of dollars to Black entrepreneurs nationwide.
The gala drew a wide range of notable attendees, including Meghan Markle, Kimora Lee Simmons, Chloe Bailey, Law Roach, MC Lyte, and chairwoman Emma Grede.
While accepting the honor, Knowles reflected on the night’s deeper meaning. “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, the impact of the Fifteen Percent Pledge continues to grow. In 2025 alone, the organization awarded nearly $1 million in grants, reaching more than 10,000 founders nationwide.
This year’s gala was also paired with a two-day block party at Paramount Studios, giving Black-owned brands and creators additional space to connect directly with the community.