Be Rooted, Be Seen: Jasmin Foster's Mission for Inclusive Lifestyle Branding

A familiar sight caught my eye as I wandered through the aisles of the NY NOW Summer Market. The Be Rooted booth stood out not just for its aesthetically pleasing display of journals, candles, and other lifestyle products but also for the sense of purpose that seemed to emanate from every carefully curated item.

I had encountered Be Rooted before, receiving one of their journals as a VIP gift at a press event. The journal had struck a chord with me then, and now, face-to-face with the brand’s creator, Jasmin Foster, I understood why.

Tune in to Discover the Stories Behind the Brands

Jasmin’s Interview Starts at the 34:27 Mark

The Birth of Be Rooted

Foster, a former corporate retail strategist, launched Be Rooted in June 2020 with a clear vision: creating a lifestyle brand where women of color could be seen. What began as a creative outlet with just four journals has since blossomed into a thriving business that has caught the attention of major retailers.
“I spent ten years in corporate retail helping brands grow,” Foster stated with a calm assurance that conveyed her wealth of experience. “I was really helping people live out their dreams, but I wasn’t ever taking the time to think about what I wanted to do for myself.”

Courtesy of Jasmin Foster, founder of Be Rooted, at NY NOW Summer Market

Growth and Retail Partnerships

The timing of Be Rooted’s launch coincided with a nationwide reckoning on racial justice following the death of George Floyd. This wave of support for Black-owned businesses catapulted the fledgling brand into the spotlight, presenting both opportunities and challenges.

“We were not prepared at all,” Foster admitted, recalling how she had to quickly scale up from an initial order of just 50 journals per design. “So I had to quickly find vendors that could, you know, produce more quickly for us.”

Despite the whirlwind start, Foster’s corporate experience proved invaluable. She navigated the complexities of retail partnerships with a clear-eyed approach, ultimately choosing to launch Be Rooted products in Target stores in March 2021.

“It felt amazing to be the first Black-owned brand living in the stationery aisle,” Foster said. “But it was also super scary. It’s one thing to get into retail; it’s another thing to stay in retail.”

Accessibility and Representation

What sets Be Rooted apart is not just its inclusive designs featuring diverse skin tones, hair types, and body shapes but also Foster’s commitment to accessibility. All Be Rooted products are priced under $40, with most under $20, a deliberate choice to ensure the brand remains attainable for its target audience.

Lessons in Entrepreneurship and Emotional Regulation

As our conversation drew to a close, I asked Foster about the lessons she’s learned on her entrepreneurial journey. Her response was both practical and profound: “Success and entrepreneurship, to me, is more about mindset over know-how and being able to appropriately regulate your emotions, whether things are going amazing or falling apart.”

Walking away from the Be Rooted booth, I couldn’t help but feel inspired. In Jasmin Foster, I saw a savvy entrepreneur and a visionary committed to creating space for representation and empowerment. As Be Rooted continues to grow, it stands as a testament to the power of purpose-driven business and the importance of seeing oneself reflected in the everyday products we use.