case study
Building a Space for Women of Color in Stationery and Gifting
Overview
Founded in 2020 by former Target buyer Jasmin Foster, Be Rooted weaves culture into a collection of stationery and gifting products designed by Black and Brown designers, encouraging women of all backgrounds to express themselves and flourish. By 2021, Be Rooted became the first and only Black-owned stationery brand available at Target and Target.com, growing from two SKUs to over 30 by the end of 2022.
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Press Hits
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Media Impressions
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Monetary Value
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Our Approach
First and Last PR built a strategy to showcase the beauty and range of Be Rooted's gifting line, tapping into a paper and notebook market positioned to grow by $16.55 billion between 2021 and 2025, and positioning Jasmin Foster as a retail and inclusivity expert along the way.
- Developed a public relations plan built around the brand's goals, voice and mission of inclusivity
- Secured Founder Jasmin Foster for key business speaking opportunities championing her retail expertise and passion for inclusivity
- Hosted a "Holiday in July" press event showcasing the brand's holiday gift sets ahead of launch, paired with ongoing seeding to key editors and influencers
