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Jasmin Foster

Jasmin Foster

Founder of Be Rooted
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.
About Creator

Founder and CEO of Be Rooted, an inclusively designed stationery brand. Created in 2020, Be Rooted was designed to give women of color a lifestyle brand that made them feel loved, seen, and heard. Be Rooted was the first Black owned stationery brand at Target and now has expanded into 5 categories.

Passionate leader with a strong background in brick and mortar and e-commerce retail. Innovation and strategy are at the forefront of my unique personal brand. My innate curiosity, entrepreneurial spirit, and ability to drive results have allowed me to uncover many winning business opportunities. Rallying cross functional partners behind an idea comes naturally with my bustling passion and ability to communicate effectively.

Specialties:

  • Driving Innovation
  • Merchandising Strategy
  • Multi-Vendor Negotiation & Partnerships
  • Leading Cross functional team
  • Consumer Insights Research
  • Multi-channel Partnerships
  • Multi-cultural Marketing and Merchandising
  • Promotional Planning
  • Segmented Market Strategies
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Shows
‘AND This’ was born out of a desire to celebrate our complexities, our multi-dimensional selves that refuse to be boxed in. It’s a shout-out to all the dreamers who juggle multiple passions, who wear many hats, and who refuse to be defined by a single label. This platform is more than just a space, it’s a community. A community where we can embrace our diverse interests, where we can explore different facets of our identities, and where we can inspire each other to break free from the constraints of ‘niching’ down. I hope to foster a space where you feel seen, heard, and valued for all that you are. A place where your creativity and passions are not just welcomed but celebrated.

AND This

‘AND This’ was born out of a desire to celebrate our complexities, our multi-dimensional selves that refuse to be boxed in. It’s a shout-out to all the dreamers who juggle multiple passions, who wear many hats, and who refuse to be defined by a single label. This platform is more than just a space, it’s a community. A community where we can embrace our diverse interests, where we can explore different facets of our identities, and where we can inspire each other to break free from the constraints of ‘niching’ down. I hope to foster a space where you feel seen, heard, and valued for all that you are. A place where your creativity and passions are not just welcomed but celebrated.
Watch Show
Episodes
September 18, 2024
Best of Embodying Your "AND This" Energy!
September 11, 2024
Best of The Truth Having An Ecommerce Brand
September 9, 2024
Best of The Evolution of Marketing for Product-Based Businesses
July 24, 2024
Rooted in Representation: Jasmin Foster's Tips for Black-Owned Brands Breaking into Big Retail
Articles
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