As a kid, Jasmin Foster never dreamed of becoming an entrepreneur. She was ambitious, curious, and determined to climb the corporate ladder. A college internship at Target changed her life and eventually led her to a growing career as a top buyer at the company, where she became the “entrepreneur’s best friend.” After switching industries and helping small businesses grow their sales, the Pandemic hit and Jasmin had some time to reflect on where she was going and what she was truly interested in. Her stationary and homeware company, Be Rooted, was born and she hasn’t looked back since.

Listen in as Jasmin shares her story of resiliency, leaning into one’s strengths while also taking BIG risks, the ups and downs of navigating BIG RETAIL, and why giving up has never been an option for her.

More about Jasmin:

Recognizing that there was a gap in the market for a brand that spoke to her, Be Rooted Founder Jasmin Foster launched Be Rooted, an inclusive stationery and homeware brand in 2020, with a mission to empower women of color and create a space for them to see themselves in the stationery they love. Leaning into her passion of inclusivity and desire to live a purpose-filled life, Foster With a lineup of colorful journals, planners and writing instruments designed by Black and Brown artists, by 2021 Be Rooted became the first and only Black-owned stationery brand available at retail giant Target and Target.com.

KEYS TO SUCCESS:
1. Centering Yourself
2. Tribe
3. Knowing your genius zone

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