“Purpose-filled” is how Jasmin Foster, founder and CEO of Be Rooted, describes her 5-year business journey. As the leading lady behind one of the world’s most adored stationery brands, Foster and her team have been at the forefront of creating inclusivity for women through journals, planners, and more.
After spending more than a decade in corporate retail helping brands build and scale, Foster found herself wanting something more. Noticing a gap in the market, she set out to fill it. In 2020, Be Rooted was born—and has since partnered with major department stores while becoming a staple in homes across the globe.
GU sat down with Foster to talk about the highs and lows of her entrepreneurial journey, and how the need for inclusivity inspired her to create a brand that’s so beloved.
Q: Tell me about the beginnings of Be Rooted. How did it come to be?
Foster: I never saw myself as the entrepreneur. I always thought of myself as the entrepreneur’s best friend—the person in the background who could help navigate things. At the start of 2020, I was living in Charlotte, and there was this idea I had been sitting on for a long time—one I never saw anyone execute.
I felt there was a gap in having a lifestyle brand that not only served a functional purpose, but also emotionally connected with people’s desire to feel seen—with culture infused through it all.
As a Black and brown girl, we don’t often get products created with us in mind. I started Be Rooted because I wanted to develop a brand where people could carry a piece of their culture everywhere they go.
Think about your journal: it follows you to the coffee shop, your bed, the park. It’s that little piece of joy you use to jot down notes, thoughts, and dreams. I wanted to create a brand where, when you picked up the product, it looked back at you and said, we see you.
Q: Be Rooted is celebrating its 5-year anniversary this year. What would you say is the greatest lesson you’ve learned?
Foster: With business, you’re always learning new lessons. But the biggest thing I’ve had to practice is staying emotionally neutral through the highs and lows. Every week, month, or year brings both incredible wins and scary challenges.
I’ve learned to manage my emotions by building a healthy self-care toolkit—things that help regulate my nervous system when stress hits. For me, that’s long walks, pausing for a massage, indulging in sweet treats, or being honest with friends and family about the things that scare me.
Too often, we hold things in and avoid saying the hard parts out loud, but that only lets those thoughts ruminate. Naming them is part of the healing.
Q: Your company has been involved with volunteer opportunities and partnerships, including with the Steve & Marjorie Harvey Foundation. How does Be Rooted empower the next generation of women to start a business—or simply be fully themselves?
Foster: I believe it would be a disservice to run a business without giving back. From the beginning, we’ve looked for ways to align our brand with like-minded organizations doing meaningful work in the community.
Whether it’s donating to the Loveland Foundation to help expand therapy access for Black women, or partnering with the Steve Harvey Foundation for their youth camp, we want to use our platform for good.
Inspiring young girls, sharing my journey, and introducing them to the brand is incredibly rewarding. It’s about making Be Rooted more than just a product—it’s a mission-driven brand. So many people and organizations poured into me, and whenever I get the chance to do the same, I’ll always take it.