Jasmin Foster turned a decade-old dream into reality when she launched Be Rooted in 2020. Just five years later, her lifestyle brand has earned spots on Oprah’s Favorite Things. The company also appeared on the Tamron Hall Show, cementing its status as a cultural phenomenon.
Be Rooted creates beautiful stationery, gifts, candles, and puzzles designed specifically for Black women. The brand fills a clear gap in the market. Foster’s products now sit on Target shelves and in homes across the country.
TIME named Be Rooted one of the 100 Most Influential Companies in 2022. This recognition validates Foster’s vision from the start. She built something that resonates deeply with her community.
The Vision: Creating Representation Through Design
Foster sat on her idea for approximately 10 years before launching. She envisioned a lifestyle brand celebrating Black women from every angle. “I felt like there was a need for Black women to have a brand that was fully based on making sure that they felt seen,” Foster explains.
She started with a stationery line, combining her passion for writing with beautiful Black art. “I thought, what if you combine beautiful Black art with products that you carry around in your everyday life,” she says. Her journals and planners would literally look back at users and inspire them.
Foster wanted to create products that spoke directly to Black women’s experiences. She built her brand around inspiring and motivating this community. Every design and decision reflects this core philosophy.
Intentional Design That Celebrates Diversity
Getting the artwork right became Foster’s initial priority. She recognized that Black women are not a monolith. Her team made deliberate choices to ensure broad representation.
“We made the decision to remove some of the details from the face,” Foster shares. This allows people to see themselves in the art more easily. The designs focus on hairstyles, skin tones, body types, and fashion sense instead.
The brand’s design team reflects the community they serve. “They are all Black and Brown women designing the artwork,” Foster says. This intentional staffing ensures authentic perspectives inform every creative decision.
From Target Buyer to Target Shelves in Nine Months
Foster’s professional background prepared her perfectly for entrepreneurship. She previously worked as a senior buyer at Target. This experience gave her invaluable retail insights.
After leaving Target, she launched Be Rooted. Remarkably, her products appeared on Target shelves just nine months later. “It’s been so cool to go from working at a store to having your own products there,” she reflects.
The opportunity came quickly but felt daunting initially. “When I got the opportunity to speak with Target within the first couple months of us launching, at first I was afraid,” Foster admits. She knew how challenging winning shelf space could be.
Strategic Retail Placement Amplifies Community Impact
Foster ultimately embraced the Target opportunity for its reach. She wanted Black and Brown women to discover her brand. Target provided access to hundreds of thousands of potential customers annually.
“If my goal is for us to be able to make sure that Black and Brown women feel seen, why not do it in a place where hundreds of thousands of women will be able to discover us each year?” she reasoned. This strategic thinking accelerated Be Rooted’s growth trajectory.
The brand expanded beyond Target to other mainstream retailers. Foster successfully brought Black-owned labels to the forefront of retail. Her products now reach customers wherever they shop.
Launching During 2020’s Uncertain Times
Be Rooted launched amid unprecedented challenges in 2020. The pandemic created widespread uncertainty and fear. Political tensions added to the collective anxiety.
Foster intentionally positioned her brand as a bright spot during dark times. “We wanted to be a brand that was a bright spot of joy for people in these uncertain times,” she explains. This messaging resonated powerfully with customers.
Early journals featured uplifting messages like “Act up sis,” “Dream chaser,” and “Protect your energy.” These affirmations provided comfort and motivation when people needed it most. The timing, while challenging, proved perfect for Foster’s message.
Community Impact Beyond Commerce
Be Rooted’s mission extends far beyond selling beautiful products. Foster prioritizes deepening investment in her community. “How do we continue to deepen our investment and the impact that we have on the community that we serve?” she asks.
The company donated to the Loveland Foundation’s Therapy Fund. This organization expands therapy access for Black women and nonbinary people. Be Rooted also provides supplies to school districts and community organizations.
Foster views impact and business as inseparable. “I want Be Rooted to not only be the brand that you love because of how it makes you feel, but also the brand that you love because of the good that we do,” she states. This dual purpose drives her forward.
Family as the Foundation of Success
Foster’s parents have been integral to Be Rooted from day one. They stored inventory throughout their home initially. They also helped ship early orders personally.
“My mom was employee number one,” Foster shares with pride. Her mother still packs every website order manually. She serves as the company’s top quality control specialist.
Foster’s father handles shipping responsibilities. He drops off packages regularly at FedEx. “They’re like, ‘Wait, is Mr. Tony okay? Why are you here?'” Foster laughs when she makes deliveries instead.
Working Side by Side in Atlanta
The entire Foster family now works together daily in Atlanta. This closeness strengthens both their business and personal relationships. “I see them every single day in the office,” Foster says.
Her parents remain her biggest cheerleaders through every milestone. Their unwavering support has proven invaluable. “I think it’s even brought our family closer,” Foster reflects.
The journey has been as meaningful as the destination. They built something significant together as a family. This foundation ensures Be Rooted’s values remain authentic.
Expanding Beyond Stationery Into Lifestyle Products
Be Rooted is broadening its product range significantly. The 2026 Black History Month collection introduces entirely new categories. “For the first time, we are getting into a lot of new product types that we’ve never done before,” Foster announces.
New items include phone crossbody bags, laptop bags, and makeup bags. Coffee mugs also join the lineup. These additions move Be Rooted closer to becoming a true lifestyle brand.
“I knew that it would start with stationery, but it would truly be a lifestyle brand,” Foster explains. This evolution was always part of her original vision. She’s now making it reality.
Products That Inspire Action and Achievement
Foster journals regularly herself and understands these products’ power. She designs tools that help people stay productive. “These are tools that help you stay productive,” she emphasizes.
The aesthetic appeal matters, but function drives the design. Beautiful color palettes and refined designs attract customers. Inspiring messages keep them coming back.
“I’m hoping that our brand will motivate people to go after their dreams and goals,” Foster says. This aspiration guides every product development decision. Be Rooted exists to inspire action.
The Phenomenal Power of Community Support
Customer loyalty has exceeded Foster’s wildest expectations. “The community support has been phenomenal,” she says. This support remains her primary motivation.
Shoppers appreciate Be Rooted’s authentic representation and quality products. They see themselves reflected in the artwork and messaging. This connection creates deep brand loyalty.
“It is absolutely the number one thing that continues to drive me forward,” Foster admits. Community support transformed her dream into a thriving business. That same community will fuel Be Rooted’s future growth.
