We had the good fortune of connecting with Jasmin Foster and we’ve shared our conversation below.

Hi Jasmin, putting aside the decision to work for yourself, what other decisions were critical to your success?
I learned very early on the importance of being comfortable with asking for help. As a Virgo and a general know-it-all, this was a hard pill to swallow. However, I had to realize that God put me on this Earth with a specific set of superpowers and that it was okay to be vulnerable and to reach out to my network when I was stumped. When starting a business, there is so much you don’t know and you can waste valuable time and miss out on opportunities by staying quiet. This desire to go at it alone won’t go far and there is so much power in your community.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Be Rooted is an inclusively designed stationery and gifting brand. We exist to uplift and celebrate women of color in their everyday life. I created this brand to ensure that women of color felt seen, encouraged, and believed in. To go from selling our products on our website to being the first Black-owned stationery brand at Target in under a year is unreal. Getting into mass retail amplifies our impact by exposing our products to thousands of Black women daily. I love reading messages from our Be Rooted fam telling us they saw us in the stationery aisles and their eyes lit up when they saw the representation.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Atlanta is home to so many unique and fun spots. I am a tea drinker so we are definitely going to grab some from Brash coffee, Brooklyn Tea, and Black Coffee to get the days going. From there, we will probably go shopping and explore the shops at Ponce City Market and Krog Street market. If we are at Krog Street, I am going to have to get the catfish and spaghetti at Soul. If we are PCM, I am grabbing lunch at Bar Vegan. I also love hanging out at the Bellyard. For a fun drink spot, I would probably take us to Lucian’s or the Garden Room. For dinner, we are hitting Tuk Tuk Thai loft and Poor Calvins.

Who else deserves some credit and recognition?
My parents have been so instrumental in helping me grow and scale my business. They were employees #1 and #2 and believed in the dream before there were any proof points. I truly appreciate all of their support.

Website: www.berootedco.com

Instagram: www.instagram.com/berootedco

Linkedin: https://www.linkedin.com/company/be-rooted/

Twitter: www.twitter.com/berootedco

Facebook: www.facebook.com/berootedco

Image Credits
Headshot: Mecca Gamble Product Images: Jocelyn Negron

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