A longtime consumer of stationery who worked in retail for a decade, Jasmin Foster felt underrepresented and disconnected from the category. Ultimately, it gave her the idea to create Be Rooted, a lifestyle brand that was focused on uplifting and celebrating women of color through reflective imagery and uplifting messaging.

By 2021, Be Rooted was the first and only Black-owned stationery brand available at Target. Foster’s line of creative lifestyle, stationery, and gift products designed by Black and Brown artists weave culture and representation into every design and message, and are designed to inspire customers to explore their inner muse and flourish as the best version of themselves.

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“I already had a background working for in retail, which I believe prepared me with the necessary skills to start my own brand,” Foster says. “When Target reached out and said they were interested in getting our products in store or at least having an initial conversation because our mission aligned with a white space that they were looking at, I was really just floored because who knew a passion project could be something that would grow to become what it is today? To be able to get our products in Target in the first 18 months and be the first Black-owned stationery brand to launch in stores has been a dream come true.”

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We chatted with Foster, who shared the inspiration behind her brand, what’s in store next, and more.

When was Be Rooted founded and what’s the meaning behind the name?

Growing up I always loved stationery, was excited for the next school year to get new school supplies, and into adulthood would buy a new planner to map out my work and life goals. Over the years I noticed the lack of inclusion in the designs and felt disconnected from category.

It inspired me in 2020 to launch Be Rooted to not only change the face of stationery and gifting, but to help women that look like me feel seen in the products they use and gift to family and friends. The name Be Rooted stems from wanting my community to feel rooted in culture, rooted in representation, and rooted in who the customer is.

I launched Be Rooted because for far too long and in too many spaces, Black and Brown women have been left unseen and unspoken to. Be Rooted was created to flip that narrative and center Black and Brown women by making them feel loved, celebrated, and uplifted.

Tell us more about your products and what makes them special.

Our core journals and planners have empowering messages like “Manifest your dreams,” “Protect your energy,” and “Guard your spirit” to intentionally motivate and uplift you on your life journey. Be Rooted has expanded into the gifting space with items for just about anyone from fitness/wellness, gamers, plant moms, travelers, and students. With creative designs at the heart, the journals and planners include inspirational quotes, impactful imagery, are created with high-quality materials including gold spiral binding and FSC-certified paper, and are accessible to everyone.

Do you have a hero product? What’s your favorite?

I appreciate the variety in products and honestly, there is no single hero product for me. Each one is my favorite because individually they hold a special place to me and it’s hard to choose a favorite because they all bring something unique to the table.

Where are your products sold?

Be Rooted is available on our website, at Target stores nationwide, Target.com, Walmart.com, and Amazon.com!

What's next for the brand?

Exciting developments are on the horizon for Be Rooted with exciting collaborations and expanded in- store presence. We have some exciting launches coming in 2024 from new planners, journals, travel items, home décor, and office essentials!

For more information about Be Rooted and to purchase their products, visit their website and follow on Instagram: @berootedco

[Photos courtesy of Be Rooted]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk