Jasmin Foster

Jasmin Foster founded Be Rooted, an inclusively designed stationery company, to create a space for women of color to see themselves in a place they hadn’t been. Weaving culture into every design and message, Be Rooted inspires customers to explore their inner muse and celebrate self.

What do you create?

I created Be Rooted to celebrate and uplift women of color through inclusively designed stationery.

What made you start Be Rooted? 

I wanted women of color to be seen in an industry that has often made us feel like we didn’t belong.

Who is your audience? 

I am designing stationery for all women of color.

Who or what inspires you? 

I spent many years in the multicultural beauty industry. I am very inspired by all the amazing multicultural beauty brand owners who have knocked down the barriers and created a space for representation for all. Working on bringing inclusivity to the beauty industry really helped lay the ground work for me to better understand how to address representation gaps across all areas. It reinforced to me the power of talking authentically to your customer and building a community based on trust. 

How would you like Be Rooted to grow in the future? 

Currently our brand is mainly focused on journals. By the end of the year, we will be expanding into all categories (stay tuned!).

How do you balance creating with the rest of your life? 

As a brand founder that also has a full-time job, I am constantly managing my time by prioritizing the most important tasks, finding time for self care, and learning how to say no when I can’t do it all.

Any advice for new creators?

You will never feel ready. You just have to do it. As long as you are leaning in with something you are passionate about and following your purpose, you can’t go wrong.

What are your current or future projects that you’d like to plug?

I can’t quite share now, but we have a major partnership coming in a couple weeks and we really hope you will follow our page and subscribe to our email list to make sure you are in the know and support.

You can subscribe to Be Rooted and get some amazing stationery here and follow on social media @berootedco.