EP 30: Jasmin Foster, Be Rooted - Representation in Business

Jul 6

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Life does not always go as we plan, but when you are walking on purpose, it will always make sense at the end of the day.

For this episode, I chatted with Jasmin Foster, founder of Be Rooted, a stationery company creating a space for women of color to see themselves in places they are not usually represented. Jasmin's love for stationery started as a young girl and she remembers the thrills she felt at the sight of stationary and artwork.

She started out in college intending to become a marketer and went on to become a retail buyer covering the hair and cosmetics category. While working in retail, the lack of diverse representation in the stationary and arts section drew her back to her first love, stationery! Her idea was born on the premise of celebrating Black and Brown women by creating a space for them to see themselves in art.

Amidst the pandemic and the social injustice movement of 2020, she took the bold step to launch her business without a logo. Instead, she focused on the product first and then worked on the branding later. Jasmin is the definition of courageous and highlighted throughout our conversation is how she boldly takes non-traditional routes.

Jasmin’s story shows us that sacrifices surely do pay off; she has made many, leading to a thriving business that meets a need in the marketplace. In today’s episode, you will learn the importance of having a brand strategy, budgeting, leveraging your network, getting legal advice for your business, and lots more as you build the brand of your dreams.

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About Jasmin Foster:
Jasmin Foster founded Be Rooted 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. We want our customers to know, you are seen, and you belong here.

To connect with Be Rooted:
Visit the Be Rooted website: https://berootedco.com/
Follow Be Rooted on Instagram: https://www.instagram.com/berootedco/
Follow Be Rooted on Twitter: https://twitter.com/BeRootedCo
Follow Be Rooted on Facebook: https://www.facebook.com/BeRootedCo/

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