Be Rooted

After ten years working in retail, founder Jasmin Foster noticed something missing from the stationery aisle: herself. In 2020 she started Be Rooted, a place where women of color could finally see their own faces and stories in the journals, planners, and notebooks they carried every day. Every design weaves in culture and representation, made to inspire you to explore your own voice and celebrate who you are. Be Rooted has grown to serve more than 200,000 customers with planners, notebooks, puzzles, gift sets, and desk accessories, backed by over 1,300 five-star reviews. It is a small brand with a clear purpose, built one intentional page at a time.