who we are

After working in retail for 10 years, I noticed something was missing — you. So, in 2020, I founded Be Rooted, a space where women of color could see themselves where they hadn’t before. By weaving culture and representation into every design and message, the products we create inspire customers to explore their inner muse and celebrate self. We’re excited to have you as part of this journey.

-Jasmin Foster

We see you. We honor you. We welcome you. We’re so glad you’re here.

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illustration of a womans head

This is my baby! Very well made journal! I love the feel, the pages, and let’s get into the motivation on the cover alone. I step into my power when I grab this journal! I’ll be buying again, I want them all!

Charity D.
Be Rooted journals

My beautiful friend gave me a journal as a gift and it was from Be Rooted. I love my journal and the affirmation pens she gave me. The best journal quality and the paper is everything.

Brittany W.

Having journals prominently displaying Black women in all of our various shades is incredible.

Kennita H.

I bought these items to gift myself and those in my life as a daily reminder of how beautiful and powerful we are.

Monica M.

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Best Stocking Stuffer For Game Nights: Games nights are about to go up a notch: You’ll get wooden dominoes and a deck of cards illustrated with Black and Brown kings, queens, jacks, and jokers. Plus, you can take this set on the road with its travel-friendly case.

This journal set from a Black-owned small business is the perfect gift for the writer who journals at night or likes to document her travels in written entries. They're colorful and look great, whether displayed on her nightstand or tucked into her tote bag.

Be Rooted is the first Black-owned stationery brand to be sold at Target, which is not an easy feat, considering the huge BIPOC disparity in major retail distribution.

A spiral-bound notebook that won't tell your secrets, just like Alicia Keys said. There's power in writing things down. This affirming notebook could become your safe space.

This chic journal has a message I think we can all relate to in the year 2024.

A new journal makes for an excellent stocking stuffer, especially for someone who writes down everything or needs a new diary. This one will be a reminder to keep hustling for your dreams.

For the friend who’s serious about her journaling and always on the go, this set will be an instant hit. It features for slim, gorgeous journals, each lined with 60 pages for her to fill with her magical musings whenever the mood strikes.