Keeping connected: How one Black-owned brand is paving the way with culture-focused products

Bright, bold, empowering: Those are just a few words that describe Black and woman-founded planner and journal company Be Rooted. Intentionally founded to inspire women of color through culture and representation across the brand’s assortment of products, CEO and Founder Jasmin Foster is firm in her belief that “Be Rooted is serving an unmet need in our community… I never saw a brand that spoke to us audaciously.”

For Jasmin – a Target Accelerators alum who participated in the Target Forward Founders program – cultivating representation and connection to her community is all-important as she invests in marketing plans, creates customer engagement strategies and develops new products – all while she makes her mark on mass retail. (FYI: Be Rooted products are available at Target stores and online.) As for her key advice for startups looking to take the leap towards the next step? Watch the video above for Jasmin’s valuable advice on anchoring to your “why” and learn why she thinks unlocking financial acumen is absolutely key to success.

Find Be Rooted products directly on their website or online and in stores at Target.

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