What Be Rooted means for women of color and why

Girl, we made it! February is here and literally flying by. Even though February is one of the shortest months of the year- it is one of my personal favorites. Between Valentine's Day and Black History Month, February is a great time to get renewed while also hitting the accelerator button on New Year goals and resolutions.

While we ALL know that Black History month deserves more than 28 days, there is something special about being able to celebrate all of the magic of being a Black woman in 2023. Now more than ever I see Black women showing up and taking up space in every facet of life, from business to entertainment- Black women are unapologetically living boldly and I love that for us.

I started Be Rooted inside of my tiny apartment in CLT with a vision and a prayer. With the desire to create a brand of inclusive stationery and lifestyle products that represented girls that looked like me, I started Be Rooted literally DIY’ing every single part of the business. From building our first logo, website and branding by myself to sourcing our first manufacturers with zero experience- creating Be Rooted was truly an act of faith, vision and purpose. 

Growing up, I always had an obsession with all things stationery, and I wanted to create a brand that spoke to Black women who also felt the same. Like many young Black girls, I didn’t always see myself represented in mainstream stationery commerce brands and I knew that I had a vision to change that. From chic journals to real life planners, Be Rooted. has always been influenced by the Black women who want MORE, are willing to do MORE, beautifully. When I started the company in the middle of the pandemic, Be Rooted only had 4 journal designs. Never in my wildest dreams would I believe that would grow into a thriving business that has expanded to multiple journals, planners, stationery and home/lifestyle products. Being able to have my brand sold in TARGET (yes sis, like the Target stores we ALL love) is an all time dream come true and I am so blessed to have had the opportunity to build such a supportive and inclusive community. 

So- as we are in the midst of all things Black Girl Magic, I wanted to dedicate this post to US. Cheers to pursuing our dreams boldly and unapologetically while also paving the way for others. Cheers to creating products and spaces where women of color can feel seen, heard and represented for all of the magic and influence that we are. Cheers to taking risks while pursuing our passions no matter how “popular” they may seem. I would not be where I am today if I didn't pursue my purpose in creating Be Rooted and I wish that same pride for all women alike.

ANDDDDD BEFORE I DROP THE MIC…. (*insert clique drum roll please), I am so happy to announce that Be Rooted is moving into our very first OFFICE space yall! Yes, an actual Be Rooted headquarters space that will serve as a hub for all things administration, creative, commerce and product development for myself and the Be Rooted team. While working from home has been a real blessing for me during the last three years, I have been dreaming of the moment when I could expand the Be Rooted operations to a larger more versatile space.  In 3 short years,  Be Rooted  has accomplished so much and opening up a space where my team and I can create from is mind blowing. From a showroom area to display our products to a content area to shoot our videos- this new office space represents GROWTH and EXPANSION both for me personally and for Be Rooted as a company. Gone are the days where I could run my company from my parents' dining room table. I need space to create while also operating my business and for that, I am most excited! 

Because yall know I HAVE to fill our new space with all things Black Girl magic, I am so honored to be teaming up with Ikea to deck out our office with functional and versatile furniture that will allow me to display our products, organize our inventory and strategize with our team. Picking out office furniture has been so fun and I never thought I could be this excited (or indecisive) about things like a desk chair or a shelving unit. I knew I wanted  the Be Rooted space to be filled with color, texture and functionality and Ikea has been literally a one stop shop for all things functionality and design.There has been a ton of intentionality and planning behind our new office design and I cannot wait for the space to be done so we can move in and call it home. 

And yes, moving into our new office has been tiring (*and stressful), it has also been a full circle moment for me. Like most women I know, I find myself always thinking about whether or not I am doing “enough” or if what I am doing for Be Rooted is making an impact with our consumers across the world. Seeing the fruits of my vision through our expansion feels like an ode to the young Jasmin and I am so honored to be making the younger version of myself proud. 

This one is for you Black Girls. May you always remember that the best gift you can ever give yourself is the courage to pursue your dreams, unapologetically. Never stop believing in your vision. Never stop going after the goals you have set for yourself. You’re gonna love it there!