Be Rooted’s founder Jasmin Foster held an invite-only viewing Thursday of her upcoming Astrology Collection that will be available in Target later this year. In a recent interview, Foster shares her inspiration for her booming and growing brand, how she handles being the only Black-owned stationery brand at Target and why she’s so dedicated to aligning her stars correctly.
Be Rooted’s Upcoming Astrology Collection
Home & Texture: You are the first Black-owned stationery brand that graced the aisles of Target. How did that process come to be? Did they tell you before you launched in-store that it was the first Black woman-owned stationery brand, or is it something that you found out after the fact?
Jasmin Foster: After launching, we kept selling out and kept getting some really amazing press during that timeframe, which [blew me] away. Target and a couple of other retailers had reached out [about] potentially carrying our products in stores. And so through having conversations with multiple different retail partners, I felt like Target was the retailer that was on a journey to the most inclusive retailer that we have here in the U.S. So, through those conversations, I learned that we going to be the first black-owned brand in this space.
H&T: What made you want to start a stationery line?
JF: I started with stationery first because I felt like it was a perfect vessel for artwork. I’ve always had a love for Black art. I’ve always had it in my home. But one thing that I felt like was missing was the ability to take that [art] piece of you and your culture with you in all spaces and places. That’s one of the beautiful things about stationery products is that your journal can go with you in your bag to your office, desk, [or] bedroom. It’s not something that’s on your wall. As I was having this idea, I was like, ‘What if I interweave my love for black art, culture, and representation along with my obsession with notebooks and planners?’ and that was the catalyst to having Black art and culture on a daily basis.
H&T: Let’s talk about your upcoming astrology collection. What’s the inspiration behind it? What’s your relationship with astrology in general?
JF: Over the years I feel like there’s always been cool, astrology assortments, but they’ve all kind of been the same. So I had this dream one night [about] reimagined astrology signs but as Black and brown women. I woke up and [thought] this could be something. I feel astrology is something that permeates Black and brown communities. It’s another thing that we kind of hone in on to better understand ourselves. And so over the course of months, we continued to play with and landed on some of the most beautiful, magical, mystic artwork I’ve ever been a part of making. I’m excited not only to have the representation, but on the inside of all the journals, [there’s] a little mantra for each zodiac sign to help uplift you and center you on who you are. I hope that those who also connect with astrology see this collection and get just as excited about it as I am.
H&T: Can you share what’s going to be part of this collection?
JF: We will have 12 different journals, each one that will have zodiac signs represented. We will also have a written-in-the-stars puzzle that I actually started this weekend and it’s mad challenging, but I’m super excited about that. We’ll have our gemstone pins that are really pretty. We also have our palm reading ceramic tray that can hold all of your things but also teach you the basic steps of palm reading. We will have an updated planner and water tumbler, and lastly, our fortune-telling dice. So if you’re someone who is struggling to figure out the next best thing in your life and you need someone to give you an answer, our fortune-telling dice might be the answer for you.
While the collection doesn’t drop at Target until this November, you can check out some of Be Rooted’s back-to-school collection now.
This article has been edited and condensed for length and clarity.
Be Rooted – 12″ x 15″ Wood Decorative Tray
This tray is made from high-quality wood and features a natural finish that is both elegant and understated. Its simple design allows it to fit seamlessly into any decor style, from modern to rustic. The Wood Decorative Tray is highly versatile and can be used for a variety of purposes, including as a serving tray, a catch-all tray for keys and other small items, or a display tray for candles, vases, or other decorative objects. Its large size makes it perfect for entertaining guests or for use as a centerpiece on a dining table.
Be Rooted 1″ D-Ring Binder Green
You will never lose important paperwork in this bright and vibrant Be Rooted 1-inch D-Ring Binder. You won't have to worry about misplacing your important documents with this eye-catching, Afro-Deco-inspired binder. Available in a posh kiwi-green with exciting black and white stripe corners, this binder folder will quickly become your favorite organizing tool for all your paperwork. This binder has three rings inside of it and can hold up to 200 pages of paper. Now you can have your schoolwork or your business plans organized in a trendy, culturally relevant binder that you won't mind showing off.
Be Rooted 2023-24 Academic Desk Calendar
Plan your fall and part of the upcoming year accordingly with this beautifully structured Be Rooted Academic Desk Calendar. This calendar is dated from June 2023 to June 2024 to give you a full school year of planning. Never be late again with this calendar that has weekly tear-away pages. This calendar is part of the brand's latest collection of back-t0-school and college items that has a number of items to keep your home office, dorm and workstations organized. In addition to keeping your life well put together, you also don't have to sacrifice culture or style, as each piece is created with you in mind.
Be Rooted 50 Sheet Ruled Clipfolio
Whether you are a boss babe, an entrepreneur, or a dedicated student, this Be Rooted 50 Sheet Ruled Clipfolio will keep your plans in order. Toss in your Telfar bag, book bag, or even laptop suitcase to do business while you are away from home. With the affirmation, "Claim Your Space" set in cheeky fuschia and neon green colors, this clipboard is sure to stand out. This clipboard also has a sleek interior pocket where you can keep your business cards or mini wallet. Don't worry about using all the paper, either. It's refillable so you can have this clipboard for a long time.
Be Rooted Lap Desk with Bamboo Wood Top Pink
Working on your laptop all day means you need to be comfortable while you work. Whether you are too tight on space or just need extra mobility options, the Be Rooted Lap Desk with Bamboo Wood Top Pink is not only stylish but practical, too. You can add your laptop to this lap desk so you can work from the comfort of your couch or bed. This lap desk is made out of bamboo so you won't have to worry about your surface area feeling uneven. Guaranteed smoothness is sure to help you meet those deadlines while giving you a little bit of the dopamine trend.
Be Rooted Wine Glasses
These beautiful and posh Be Rooted Wine Glasses make for the perfect gift or drinkware for hosting when guests are over. With an elegant message of "Cheers To Adventure" written in a festive, gold-foil script, these glasses will be a blast to serve. Each box comes with two stemless wine glasses that hold approximately 560 milliliters of liquid. That's the right amount to get a weekend house party started. These are attractive glasses that you can also keep in your home bar. As a warning, these glasses are to be hand-washed only, and it is not suggested you place them in the microwave or dishwasher.
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