SheaMoisture has partnered with Aurora James’ Fifteen Percent Pledge to expand its Dartmouth Fellowship program for Black women entrepreneurs. The collaboration will select 20 women for the 2025 cohort after applications close on October 10, 2025. This partnership marks a significant expansion of opportunities for underresourced businesses serving Black communities.
The 2025 cohort will include 10 entrepreneurs chosen through an open application process and 10 handpicked by the Fifteen Percent Pledge. This dual selection approach ensures broader reach while maintaining the quality standards both organizations value. The fellowship represents SheaMoisture’s commitment to supporting Black women entrepreneurs during challenging economic times.
According to The Grio, the Dartmouth Fellowship has supported more than 100 fellows throughout its decade-long history. Participants have experienced an average 6% increase in business growth and 14.3% revenue growth. Additionally, the program has helped ease $400,000 in tuition and fees for participating entrepreneurs.
Fifteen Percent Pledge Brings Proven Track Record to Partnership
Aurora James, a Toronto native and fashion designer, founded the Fifteen Percent Pledge nonprofit in 2020 to close the racial wealth gap. The organization partners with major retailers to diversify their shelves and commit 15% of purchasing power to Black-owned businesses. This mission aligns perfectly with SheaMoisture’s community-focused brand values and entrepreneurial support goals.
James’s organization has partnered with more than 30 major companies, including Macy’s, Nordstrom, Sephora, and Ulta Beauty. These partnerships demonstrate the organization’s ability to create meaningful connections between Black entrepreneurs and established retail networks. The collaborations provide crucial market access that many small businesses struggle to achieve independently.
By 2030, the Fifteen Percent Pledge aims to generate $1.4 trillion in wealth for Black entrepreneurs nationwide. The organization also seeks to increase Black business representation to 14.6% across participating retailers. These ambitious goals reflect the significant economic impact that targeted support programs can create for underrepresented business owners.
Comprehensive Dartmouth College Program Offers Intensive Business Training
The fellowship program will run from December 7-12 in Hanover, New Hampshire, at Dartmouth College’s campus. Selected fellows will participate in the “Building a Successful Business” program through Dartmouth’s Tuck Executive Education division. This intensive format provides concentrated learning opportunities that busy entrepreneurs might not otherwise access.
Participants will explore critical business topics including financing and cash flow management during their week-long residency. Additionally, the curriculum covers marketing strategy development and performance analysis techniques essential for business growth. These practical skills directly address common challenges faced by emerging Black women entrepreneurs.
The program was initially created in partnership with Dartmouth’s Tuck Executive Education to provide high-quality business education. The university setting offers fellows access to world-class faculty and resources typically reserved for MBA students. This educational foundation helps participants make more informed strategic decisions for their businesses.
SheaMoisture Leadership Emphasizes Community Support Mission
SheaMoisture Chief Brand Officer Obinna Keke highlighted the company’s commitment to supporting community entrepreneurs through this expanded partnership. “We take immense pride in the achievements of the SheaMoisture Dartmouth Fellowship over the past decade, staying true to our brand DNA of supporting our community and empowering entrepreneurs,” Keke stated. This commitment reflects the brand’s authentic connection to Black entrepreneurship and community development.
The timing of this expansion addresses current economic challenges facing small businesses nationwide. “In today’s challenging economic climate, supporting small businesses is more important than ever,” Keke emphasized during the announcement. His statement acknowledges the particular difficulties Black women entrepreneurs face in accessing capital and market opportunities.
The 10th anniversary milestone provides an opportunity to strengthen the program’s impact through strategic partnerships. “For the 10th anniversary of the Dartmouth Fellowship, we have strengthened the impact of the program by partnering with industry trailblazer Aurora James and Fifteen Percent Pledge,” Keke explained. This collaboration combines resources, expertise, and networks to expand reach significantly.
Aurora James Brings Network Building Expertise to Fellowship
Aurora James expressed enthusiasm about the partnership’s potential to provide sustained support beyond the initial fellowship period. “This partnership is a brand new format for us, and an exciting step forward in our mission to expand opportunities for emerging businesses,” James stated. Her organization’s network-building expertise complements SheaMoisture’s educational focus effectively.
The collaboration aligns efforts between SheaMoisture, Dartmouth College, and the Fifteen Percent Pledge to maximize participant benefits. “By aligning our efforts with SheaMoisture and Dartmouth, we can provide deserving founders with access to educational resources and a network of peers that will sustain their growth for years to come,” James explained. This long-term perspective addresses sustainability challenges many fellowship programs face.
James emphasized the importance of peer networks in entrepreneurial success during her announcement. The Fifteen Percent Pledge’s extensive retail partnerships provide fellows with potential business connections beyond the fellowship period. These ongoing relationships can generate opportunities for product placement, distribution deals, and strategic partnerships.
Program Impact Extends Beyond Individual Business Growth
The fellowship’s focus on businesses serving Black communities creates multiplier effects that extend beyond individual participant success. When Black women entrepreneurs succeed, they often reinvest in their communities through hiring practices and supplier relationships. This approach aligns with both organizations’ missions to create sustainable economic impact in underserved areas.
Historical data shows that the program’s alumni network continues growing and collaborating after completing their fellowships. These ongoing relationships provide mentorship opportunities for newer participants while creating business partnerships among graduates. The network effect amplifies the initial investment in each cohort significantly.
The partnership between SheaMoisture and the Fifteen Percent Pledge represents a model for corporate social responsibility that creates measurable community impact. Rather than one-time donations, this sustained investment in business education and network development addresses systemic barriers facing Black women entrepreneurs. The approach demonstrates how established companies can support economic equity through strategic partnerships with advocacy organizations.
