Be Rooted is the first Black-owned stationery brand to be sold at Target

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Black businesses deserve recognition year-round — not just during Black History Month. Proving that Black excellence is a 365-day effort, Be Rooted is now the first Black-owned stationery brand to be sold at Target.

The brand’s founder, Jasmin Foster, made it her mission to reset the stationery market and provide much-needed representation with designs highlighting Black women and phrases.

Credit: Be Rooted

Be Rooted’s journal designs feature a range of Black skin tones, protective hair styles and more elements related to the Black experience.

Right now, three of the brand’s new lined spiral journals are available at both Target stores and

Each Be Rooted journal boasts gold spiral binding, 240 ruled pages and special detailing. For instance, the “Guard Your Spirit” journal features unique messaging that aligns with the title while the “Hustle Harder” journal features gold foil lettering on the cover.

“Knowing from personal experience that feeling of inclusion are deeply intertwined with personal wellbeing, Jasmin is making sure that journaling is an accessible form of self-care,” the brand said in an email statement.

Take a look at the three beautiful options available at Target below.

1. Be Rooted ‘Manifest Your Dreams’ Ruled Wirebound Journal, $12.99

Credit: Target

2. Be Rooted ‘Guard Your Spirit’ Lined Spiral Journal, $12.99

Credit: Target

3. Be Rooted ‘Hustle Harder’ Lined Spiral Journal, $12.99

Credit: Target

Check out the full list of Be Rooted journals at Target here and the brand’s full product lineup here.

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