Turning Passion Into Purpose With Jasmin Foster 

Turning a lifelong hobby into a history-making business to empower women of color 

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Breaking new ground in the entrepreneurial landscape is no easy task under normal circumstances. But throw in a global pandemic, and many entrepreneurs may have thrown in the towel. Not Jasmin Foster.  

After working for a decade in retail buying and CPG brand building, where she was a champion of diversity and fought for representation across all sectors, Jasmin Foster launched Be Rooted in 2020. The mission behind her inclusively designed stationery and gifts were to create a brand that allows women of color to feel seen.



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