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Aurora James Made a Gift Guide Spotlighting Over 50 Black-Owned Businesses Lale Arikoglu © Condé Nast Traveler Urgent calls to shop small have permeated throughout the 2020 holiday season and for good reason. In New York City alone, it’s estimated that one third of small businesses may never reopen after being crushed by the pandemic, and similar numbers can be cited for many other cities across the U.S. Take a closer look, however, and it’s Black-owned businesses that are suffering disproportionately. “Studies have shown that 41 percent of Black-owned businesses will not survive,” says Aurora James, founder and creative director of fashion label Brother Vellies and the 15 Percent Pledge, a nonprofit calling on major retailers to commit 15 percent of their shelf space to Black-owned businesses. “With January traditionally being a very dead month for retail, the holiday shopping season is important to all retail businesses but this season it is especi

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