Aurora James is a creative leader, designer, and social entrepreneur whose work blends fashion, activism and community empowerment. Born in 1984 in Toronto, she grew up with a multicultural background that shaped her appreciation for craftsmanship, cultural identity, and storytelling through design. From a young age she was drawn to art and creative expression, and she found inspiration in the traditional skills practiced by artisans across the world.
Aurora began her career as a fashion journalist and creative consultant. Her travels across Africa introduced her to local artisans whose work was rich in heritage but limited in global reach. This experience planted the seed for a mission she would later dedicate her life to. In 2013, she founded Brother Vellies, a brand committed to preserving traditional African design practices while creating modern, sustainable footwear and accessories. The company began with small workshops and expanded into a celebrated fashion house that champions ethical production and fair wages.
Her vision for fashion has always been grounded in responsibility and respect. She believes that every product carries a story, and she uses her platform to make sure that the artisans behind the craft receive recognition and opportunity. Brother Vellies became known not only for its unique designs but also for its commitment to protecting cultural traditions and building long term partnerships with makers from regions including Ethiopia, Kenya, Haiti, and Mexico.
Aurora’s influence grew even stronger in 2020 when she launched the 15 Percent Pledge, a movement urging major retailers to dedicate at least fifteen percent of their shelf space to products from Black owned businesses. The idea was simple but powerful. It encouraged economic equity and pushed corporations to take measurable action toward diversity. The pledge gained nationwide support and led to real policy changes in several major companies.
Aurora James is admired for her courage, creativity, and determination to challenge long standing inequalities. She has shown that fashion can be both beautiful and purposeful when guided by integrity and compassion. Her leadership continues to inspire entrepreneurs, designers, and young activists to build businesses that uplift communities rather than exploit them.
Today, Aurora stands as a symbol of modern activism shaped by creativity. Her journey proves that thoughtful design and bold action can spark lasting change across industries and cultures.