247: Be Rooted Founder Jasmin Foster Went From Retail Buyer To The First Black-Owned Stationery Brand Sold at Target

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247: Be Rooted Founder Jasmin Foster Went From Retail Buyer To The First Black-Owned Stationery Brand Sold at Target

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Today in the guest chair is Jasmin Foster, the Founder of Be Rooted, an inclusively designed stationery brand created to celebrate and uplift women of color. 

What I really love about Jasmin and her experience is that she started her career in retail on the buying side. And now here she is, a Founder who has landed as a product and business owner on the shelves of Target, the very company she started her career with!

In today’s episode, I love what Jasmin had to share about:

  • How the majority of her career in retail was pushing the boundaries of representation and inclusion 
  • How that led her to changing the face of the stationery industry with Be Rooted
  • What it’s like to employ her parents!

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Be Rooted

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Guest Social Media Info

Be Rooted- @berootedco

Side Hustle Pro – @sidehustlepro


Jasmin Foster 0:03

For me, my initial gut reaction of no was out of fear. I didn't consider myself an entrepreneur. At first, I was always the entrepreneurs best friend, was that I think my fear was keeping me thinking too small.

Nicaila Matthews Okome 0:17

You're listening to Side Hustle Pro, the podcast that teaches you to build and grow your side hustle from passion project to profitable business. And I'm your host, Nicaila Matthews Okome. So let's get started.

Hey, Hey guys, welcome. Welcome back to the show. This is Nicaila here. And today in the guest chair, I have Jasmin Foster. Jasmin is the founder of Be Rooted and inclusively designed stationery brand created to celebrate and uplift women of color. What I really love about Jasmin and her experience is that she started her career in retail on the buying side. And now here she is someone who has landed as a product and business owner on the shelves of target the very company she started out working for today, she's going to share how the majority of her career in retail was pushing the boundaries of representation and inclusion, and how that led her to changing the face of the stationery industry, with her company be rooted. I really love what Jasmin had to share on everything from starting to even employing her parents now. So let's get right into it. Can you share a little bit about what led you to the retail path? And what were the different jobs and experiences you had in retail?

Jasmin Foster 1:43

Yeah, of course, though, I went to Indiana University and I was a marketing major to start off with. And I had this idea that I was going to work in advertising and live in New York and work on cool ad campaigns for Nike and get paid like $25,000 and have four roommates and then target came to campus and was like, have you ever thought of a career in retail and then in my head, retail jobs met only store jobs like I never considered who were the people that made the decisions about what was put on shelf. And so after interning at Target and realizing that like you can have a pretty cool career, doing retail as well, being a buyer making the decisions of what Americans get to like buy every day, but also make a little bit more money and not have to have a roommate I was like I'm sold. So I started my career at Target. I've worked for Amazon, I've worked for General Mills. And I've worked back at Target to do to did two stints at Target actually. But really all of it was in the retail buying space, mostly working with emerging categories and innovative spaces trying to get the next best thing on shelf.

Nicaila Matthews Okome 2:56

And what does retail buying entail? Like what does that actually mean when you were at Target?

Jasmin Foster 3:06

Yeah, so you meet with, you know, 50 to 100 vendors a year and you see what are the newest products that they're going to launch for that year. And then you as a buyer get to pick which products makes the most sense for your store. And so it's a really cool job. Because if you think about the purchasing decisions that people make every single day, you get to kind of influence, you know what ends up on shelf, and then that's what ends up in people's homes. But you also kind of get a peek under the cover of what's the newest and latest trends that these amazing brands are working on kind before everyone else gets to see it in market. And so that was a really cool thing for me was, especially as I got more passionate about representation and inclusion, the multicultural space was being able to be on the forefront of bringing multicultural beauty in a bigger way to target which was one of my last jobs there was really focused on multicultural beauty strategy. And so working with all the amazing dope black founders that were pushing the boundaries of this space in this category to have often left black women and brown women without products and considerations that work for them. And so that was the really cool thing for me is being able to provide excellent options for people on shelf.

Nicaila Matthews Okome 4:29

When did you start lighthouse leader yourself?

Jasmin Foster 4:33

I love target about two years ago to be on the front lines of the multicultural beauty industry working for a brand. And while being at the brand. I was one of five people at the time on the leadership team really getting to see what were the ins and outs of building a business from the bottom up. And I've always considered myself be entrepreneurs friend like I Find the friend that entrepreneurs would come to ask for advice on, you know, should I consider this? Or what are your thoughts on that. And I never really thought that I would be one myself. But in the beginning of 2020, I had this idea, kind of stemming back to my old job was always felt like the home section. So either, you know, wall decor wall are in stationary, laughs representation. And I often had wondered, you know, was a brand ever going to move into this space? Like, why were the big guys putting out designs that looked like me? Like, they're all very monolithic. And so after not seeing anyone else do it, I was like, Well, why am I waiting for someone else to create this, like, I can do this. And now I also have a little bit more insight into how you actually build a brand from the bottom up. And so I believe, you know, taking the leap of faith of leaving corporate America to go work for a small brand, gave me the courage to know that I too, can do this, that I now understand the ins and outs of actually building a brand from scratch and what it takes to make it successful.

Nicaila Matthews Okome 6:15

Getting that feeling of I can do this is so important in this journey, isn't it like, really having a click that this is a person, just like me, like behind him brand? is a person any smarter than me? You know, I can do this. So once you had that realization, did you have something in mind that you wanted to start? Or did you just start to feel around with the idea of entrepreneurship?

Jasmin Foster 6:43

So, inclusion and representation I always knew with my passion and my purpose that I had, that has been really clear to me in the last five years. That's the journey that I've been on. The product category of stationery really just came to me thinking about what are the areas that I've always felt like lack of representation I'm also passionate about so I was always that little girl that the best part of the new school year was buying my new binder or buying a new notebook and getting to decorate my locker.

Nicaila Matthews Okome 7:14


Jasmin Foster 7:17

Right. And even when I became an adult, and I got a new job, or new year started, I always bought a new planner. But when I made those purchases, I always felt like Gosh, like I'm picking something that is okay. But it wasn't exactly what I was looking for. Or Wow, why is there you know, there's these really cute designs of women on them. But like none of them look like me. And so kind of like it came to me overnight, just like brainstorming, like what am I passionate about? And how can I take my passion and my purpose and combine them together. And that's where be rooted was started from it was a brand that was here to uplift and celebrate women of culture through inclusively designed stationery, while also wanting to be a brand that is putting positive messaging out into the space. But that's also really important to me, as well as that is not just about being included in that being a brand that really uplifts black women and women of color as well.

Nicaila Matthews Okome 8:18

Walk us through your first steps to get started.

Jasmin Foster 8:24

The first step was okay, so I know I want to be in this product category. But like how do you get the stuff made? And so one it was doing lots of research about this category being assumed in the business getting smart about all the operations pieces of it, how do I find the factory? You know, what are the costing dynamics of this category? I'm not an artist by trade, to be clear, like, I believe I have creative ideas, but I do not have creative hands. And so it was also you know, what is my plan going to be around getting other artists who believe in my brand, like why would someone want to come design for the room when they can design for them the bigger brands but as I was doing more research well I uncovered was that less than 1% of designers are African American across all industries. And actually historically, they haven't been tapped in the stationery market to do a lot of work. And so a part of my brand ethos is to uplift black artists and illustrators and provide outlets for them to also showcase their work through my brand. And I dream of one day having a whole staff of black and brown designers that are just like cranking out amazing imagery. But it was really getting the nuts and bolts back to your question of who do I want my brand to be? What's important to me and then how do I get it done?

Nicaila Matthews Okome 9:54

In addition to thinking through all of that, did you also investigate what it would require financially To get started?

Jasmin Foster 10:01

Oh, yeah, I mean, 1,000% um, you know, when I said no understanding factories, and how much does it cost to make products? And, you know, what were some of the non negotiables, about things that I wanted to invest in early. And what were some things that I felt like could come later on. So like, one being that I don't think a lot of people know is that I actually launched my brand without a logo, because I wanted to prove first that people want to buy my product. Like, before I invest 1000s of dollars into having someone create a logo, let me put the product out there. And I gave myself a like a sales goal. And I'm like, if I sell this many journals, I will then go back and invest in a logo, then go back and invest in product photography, and all of these things. But I was like, I really wanted to have a proof of concept first, before I invested in that, and I truly believe that the artwork and the mission would speak for itself. And then I will go back and invest. But of course, when you're bootstrapping everything, yourself, you definitely have to understand the financials. And then the game changes when you have a mass retailer who wants to work with you, because that number game is much higher than just doing it yourself on your on your own website. And so at every point along the way, I've had to assess the financial risk, how much it would take for me to make it happen, and then make hard choices about what's important for now. What can I put on the backburner once I have more cash flow to work with?

Nicaila Matthews Okome 11:44

I love that, you know, the reason why I love that is I talk a lot about the things that get us stuck right? In the early phases. Those are the places that we usually get stuck in the early phases, minor decisions that don't mean a lot in the big scheme of things that can always be changed, they can always be shifted. So I like that you went forward and you wanted to kind of prove out your idea. What did you learn from that process?

Jasmin Foster 12:10

No one noticed I didn't have a logo, like a common

Jasmin Foster 12:15

question or concern about haces like, what's the logo here? You know, where's your branding. But early on, I got a review from a dad who wrote I bought three journals, and I give them to my daughters and when they open up the box, their eyes lit up. And reading that review still gives me chills for this day because that was the proof of concept that I wanted. It wasn't I originally had a sales goal in mind. That was like if I sell this many than that means I'm I'm on to something. But it was that review of I bought these journals for my daughters when they open up the box, their eyes lit up. That was the real testament because that's what I was doing it for was for that little black girls and women of color can see themselves and that just instills a level of competence that Trumps any sales goal and so that was my learning lesson in the early stages was that forget the sales goal is the purpose and you have to remember always that it's a mirror of your purpose and your passion and then the product coming together that I think will make my brain successful

Nicaila Matthews Okome 13:43

absolutely and I love the fact that when you search for be routed, you know if you just Google it right now, you are seeing that message right away, right like be routed, uplifts and celebrates black women through inclusively designed stationery. So before we even get into what it is like let's just stamp this right here. Let's be clear of what this is. And that also do Did you also do that? Because it just gives you an opportunity to always have a different product mix like to not submit yourself in any one particular type of station.

Jasmin Foster 14:16

Oh, absolutely. Like I from the beginning. I knew that journals was a start, you have to start somewhere. But hey, I want to be the brand that has every category of stationery encompassing it and so I don't want to put that we are inclusively design journals. That's too narrow. That doesn't give me something to work towards. No, we are a stationary brain. You might find just journals on my page right now. But we I'm telling you what we're going to be in the future and that is we're a full encompassing stationery brand. But I wanted to lead with the fact that we are uplifting and celebrating women of color first because that will always be the goal. No matter what the design is. You will always Have interwoven messaging that will continue to uplift and celebrate black woman. I think that as long as my company continues to keep the eye on the prize there as we navigate through categories as we navigate through different artists to work with as we navigate into what retailers we want to work with sticking to the goal of uplifting, celebrating women of color, we will not go wrong if we stayed to that mission.

Nicaila Matthews Okome 15:29

What was the process? Like after you went through that first kind of test? What shifts did you make? And how did you prepare for your official lunch?

Jasmin Foster 15:40

I learned from the test that like I said, I got really positive feedback. And so then it was like, okay, it's go time, like, it's time to go back and put some put some more pen to paper on some of the things that I didn't have a friend. So what do I want my branding to look like? What do I want my marketing to look like? I started going deeper into, you know, how do I actually start to forecast out my supply and my demand for the rest of the year. So I'm actually able to keep up because my website sold out. So I was like, okay, like, this is something people want. But in order for me to keep this up, I need to invest and understanding supply chain and and, and making sure that I'm able to actually have enough products to supply my customers. And then one big decision that I think was really pivotal for my brand, was hiring a PR firm early on. And that was because I had started having these conversations with retailers. And you know, some of them were interested. And I had a brand that had like 600 followers at this time, like super small, right. And I was like, I'm not gonna win the Instagram game, like I'm not overnight going to be this brand that goes from 600 followers to, you know, 100,000 followers overnight. But what I can do is start to slowly get people to like, hear about my brand, like you read about it here, you see this influencer post there. And I invested in a PR agency really early on that could help me grow my brand awareness and start to submit my name with some key influencers and key media partners early on, so that when I had my target launch, I already had a couple of people that were believers of the brand. Early on that were excited to hear about my news, versus me having to try to generate all of that buzz on my own later on. And so I think that was a key moment for me that allowed for when I had the target launch happen for me to kind of hit the ground running.

Nicaila Matthews Okome 17:47

So just to understand the timeline, how old was the business when you decided to hire a PR firm?

Jasmin Foster 17:55

So we launched in June of 2020, and our PR firm in October of 2020.

Nicaila Matthews Okome 18:02

And when you brought on the PR firm, what kind of direction Did you give them? Did you have a vision in mind of I want to be in XYZ publication or on XYZ show or I'm trying to get into retail and I want to build a buzz like what was the hope there?

Jasmin Foster 18:21

Yeah, the the main objective was helped me grow my brand awareness, and how do we start to cement be rooted as the go to destination for women of color and stationery? And so that was the objective from day one was my the fact that you said early on the podcast, that when you Google me, you could find me, right? That was not a thing. Yeah, I can July, September, in October, you know, if you google be routed back, then you're finding some plant company. like God knows what I think, the second page. So there was work to be done so that way, actually that so that I'm able to have this conversation with you to for you to be able to say that you were able to Google the brand, you know, I'm saying yes, yes, that is that was an objective?

Nicaila Matthews Okome 19:19

And what did this PR firm do specifically that helps that helps you to make those kinds of inroads? I mean, there are people listening now who are on the verge of making this decision, and they're not sure if they should invest their money this way. You know, and there are some guests that say I can't I'm just gonna try and do everything myself. So tell us more about the benefit of that and how they helped you to, you know, now be the top result for your brand name and to get that brand awareness.

Jasmin Foster 19:49

Yeah. So investing in PR is a hard decision, right? Because it's not always going to and in most cases, not going to turn directly into cells from like that one article. But what we were trying to do is get be routed placed in key top media outlets that would drive people back to my site. So the way that search works is the more kind of links that you have linking people to top outlets, or outlets linking back to your website gives you credibility in Google's algorithm, right. And so as you continue to have more people hearing about your brand, searching for your brand, yourself, people linking back to your brand. Another thing is that my PR agency also handles influencers for me. And so the more that I was getting mid tier influencers, posting about my brand, and celebrities posting about my brand, and people going back to Google, they my brand, all of that helps now, I'm gonna tell you that it was googling it before and they weren't able to find me as that as you continue to have that repetition over time, all of that continues to build up your search. And so to me, what I was hearing from customers are like, Oh, I saw your brain from this influencer, oh, I read about your brain on this page. And all of that together. They tell you in marketing that it takes people about six times seeing your brand name, before they make a purchase. Like maybe they don't realize that it six times but like subconsciously, it takes people six times to kind of see something before they decide to make a purchase. And so all of those different hits of your brand, being able to come up to somebodies memory all helps in the making them become future customers if you are there. So I realized very early on that I didn't have the budget to spend to get the customers like a lot of people pay for customers do like big ad campaigns for social following. So I didn't have that. But I could work with a great PR agency, who was able to help submit me as the go to stationery brand for women of color in these various magazines.

Nicaila Matthews Okome 22:14

Now let's talk a little bit about your entrance into target. Now one would think okay, you you have experience on the buying side that would help you to know what they're looking for. Right? So tell us how does your experience of having the eyes of a buyer? How did that experience help you to approach target pitch target? Or is that even how it happened? share a little bit more about that.

Jasmin Foster 22:38

Yeah, so when I launched my brand, a couple of different brokers reached out and said, Hey, did you ever consider pitching this brand at Target? So brokers are people who their job is to find the latest and greatest brands and then pitch them to the retail buyers on your behalf. And if the buyers interested, then get a meeting. So I had a couple of brokers reached out and asked me if I was interested in pitching to target. And I was like No, like this was a side hustle. Be like a passion path. Yeah, I had this website that would be running on this side. Why didn't five like low effort? You know, I honestly wish I would have told like you could say that when I first launched this brand, my desire was to be in target. It wasn't that my desire wasn't to be a target. I definitely wasn't considering it. Like you're one, you know, I'm saying, right? Right. This was very much that was supposed to be a side hustle. So I talked it over with my mom, I talked it over with a couple of mentors. And I like jasmine, you're crazy. Like if your goal is representation and inclusion, why would you not take the time to have the conversation. And I think for me, my initial gut reaction of no was out of fear. Because like I told you, I consider myself an entrepreneur. At first, I was always the entrepreneurs best friend. I never considered myself, you know, having a brand at Target in your one because I was thinking to the side well lies that I think my fear was keeping me thinking too small

Nicaila Matthews Okome 24:20

and speak about it.

Jasmin Foster 24:23

And so I had, I'm thankful that I had mentors and my mom to be like jasmine, pray about it. I think God is calling you to do something bigger. And so when I got the opportunity to pitch the target, I was so blessed that the buyer believed in my brand believed in my story and understood what I want it to do, and just got behind what we were trying to do very quickly and said, you know, if you're able to figure this out operationally, you you know, we'll we will give you the opportunity to adjust the question. of being a retail buyer has helped. Well, I will tell you that it helps you understand what questions

Nicaila Matthews Okome 25:06

to ask.

Jasmin Foster 25:08

So, you know, I know that I need to ask, What does margin in this category? What does success look like, you know, when how many times you transition? You know how often our promos who pays for what, like I knew the questions to ask, it doesn't prepare you to figure out how to do it. Because honestly, as a buyer on the retail side, you don't care to dig into how these brands make this stuff work. You just know you want x product and brand a gives you x product, but you don't dig into the details of how they make that happen. And so I was very much a student of the business having to figure out how to like, get this thing going, like how do I actually operationally give target the product they're looking for on time with the import factory. So I will say that that was still the work of me having to figure that out myself and leaning on partners and peers in my network. But me having the experience of being a buyer, Elise set me up to understand what were those right questions to ask. But I was able to barely analyze the opportunity to understand if it was something that I could do or not do.

Nicaila Matthews Okome 26:23

And what ultimately led you to decide to do it. Where

Jasmin Foster 26:30

I bought, I truly believe that and I posted about this recently that God had much bigger plans for me. And he was really calling me to bet on myself and to think bigger. And instead of just saying that I was the entrepreneur, his best friend, I truly believing that I was entrepreneur. And that I had the right to do this for myself and to believe in the things that were important to me. And so when I thought about kind of back to that review of someone saying that they bought these journals for their daughters, and their eyes lit up, I thought about the impact of you being on a mass retailer. And having women of color walking through that island girls of color walking through that aisle each and every day, and being able to potentially have that same experience. And that was what made me say, yes, it wasn't about necessarily the brand growth, it wasn't about the fact that this like, you know, takes my brain to a different level. It was about being able to have greater impact faster. Of course, yes, you know, with my website, I will continue to get eyes on it. But going into a mass retailer allows for you to get your eyes on your brand 1000 people walking down the aisle daily in a very different way than you hoping someone finds your brand through your efforts. And so that was what made me say yes, is remembering my why and thinking about the impact that I could have.

Nicaila Matthews Okome 28:06

One thing that stood out to me, you mentioned that this was something you wanted to do on the side and have it be low key low effort. Now, how did your business shift? Once you were in target and you were meeting these demands? And you know, are you doing this yourself? Tell us more about the shift in your business?

Jasmin Foster 28:26

Yeah, so I have It's me, my mother, who is my only full time employee and my father who likes to call himself the volunteer. We are It's a family

Nicaila Matthews Okome 28:42

in this family affair. Okay,

Jasmin Foster 28:45

and what you know, slight tangent is that my mother was actually working at Target prior to working at retail, gotten it. And during the pandemic, her store had a couple of different COVID scares, and my mom my mom actually ended up having COVID twice a hops with mommy sharing that. And it got place where we were just like, okay, you like this is getting scary. I'm so thankful that my brain was able to grow enough for me to be able to bring my mother on full time to help support the brand and to believe in my mission and to get her out of the stores. But when you launch into a mass retailer, or you know and and have this level of growth, you have to really be good at managing your time. And so I'm very clear every day on what I need to do for the business. I'm very good at delegating it to the task to other people. I know I have one full time person to volunteer but I also have other contractors that work for me and I'm very clear about what I'm gonna do very clear delegating out to other people what needs to be done, and also setting it up for a way of like, not biting off more than I can chew. So really being clear about what I want to do that is going to be revenue driving. And it's going to have a positive impact. And sometimes that means saying no to some of the fun stuff. But I just don't have the time to do it right now. So I'm an early riser, I wake up at about 5am, every day, in my, my nine to five starts at nine. So I have a, I have a lot of time between five to nine to just crank out stuff, which is amazing, because when you work with vendors over in China, like you're able to kind of catch a little bit of time of them being up to, and then at night, again, with my factories open, they start working around 9pm Eastern time. So I'm able to crank out a lot at night as well. And so I just have to learn how to manage my time

Nicaila Matthews Okome 30:50

I'm glad that you mentioned that because you know, I am wondering how you are juggling, you know, you like to call your two main hustles and making it work. So getting up earlier is definitely gonna be needed in that kind of situation. And not everyone makes money as they are side hustling as they are starting, especially once they get into a major retailer. What has been your experience? Yeah, so

Jasmin Foster 31:21

I mean, bootstrapping is a constant cashflow battle, you are constantly having to consider every single dollar that you're spending. But a lot of people may not know when you're working with retailers, or even if it's not someone as big as target it may be I have my brain is in the National Museum of African American music, my brain is in a couple of gear shops in South East, but most of them work on some form of payment terms. So you might be shipping product out that you may not get paid for, you know, 30 to 120 days depending on the specific retailer. Right, right. So you are constantly trying to figure out, you know, how do you support by buying more inventory, while also kind of playing the waiting game to get paid, knock on wood? Hopefully this year B route will be profitable. However, you know, we're always constantly our eye on the prize on what's next. And so a lot of what's happening right now is me figuring out how do I continue to reinvest back into the business, to take it to the next level, whether that's you know, me being able to expand into other product categories, or be able to, you know, bring on other people full time to kind of take more off my plate to make it more manageable. Engineers really continue to elevate the business. And so the goal right now is, I feel like if I just had money in the bank sitting, this is not a savings account. I'm not looking for that I'm looking to figure out how to continue to reinvest into my business so that I can continue to take it to the next level.

Nicaila Matthews Okome 33:01

And what is the next level look like for you?

Jasmin Foster 33:04

You know, my dream is that bee root is the go to stationery brand for all women of color that when you walk into people's homes, that they have my journal or my, my planner, or my calendar or my, you know, coffee mug, like in their home, that to me would bring me joy is that, you know, it becomes one of those staple things that you know most people have in their household.

Nicaila Matthews Okome 33:31

Love it, love it. You know, this is just really inspiring. And I hope that everyone listening will be able to take from this and just understand that it's hard. But it can be done in any niche. Any thing, anything you're passionate about anything that you're interested in, like at least try, you know. And I like the fact that you share that you are intimidated by something and you let's pray about it. You had to really think about it. We all go through that. But ultimately you were able to come to the right decision for you like that. With time The answer is to reveal themselves. Yes, absolutely.

Nicaila Matthews Okome 34:13

So now we're gonna jump into a quick lightning round. You know the deal, you're going to answer the very first thing that comes to mind. Are you ready? Yes. Number one, what is a resource that has helped you in your business that you can share with the side hustle pro audience?

Jasmin Foster 34:32

I live by Canva I cannot hire a graphic designer to make all the different graphics for my social site. But I'm also not an artist by trade. And so Canva is an amazing website that allows for people who are novices at design create decent to great quality graphics that can be used on social and allows for you to kind of Keep that money in your pocket into you're ready to spend it. So I love Canva.

Nicaila Matthews Okome 35:05

Alright, number two, who is an entrepreneur that you admire and why

Jasmin Foster 35:10

I would say Beatrice from honeypot. She's relentless and joyful at the same time. And I love that she's completely disrupting an industry that was kind of still for quite some time. And so she's someone that she's so clear about her purpose and her why and what she has planned for her business. And she's always telling I look to and what to model myself off of.

Nicaila Matthews Okome 35:37

Number three, what is a non negotiable part of your day? Sleep. Number four, what is a personal habit that you believe has helped you significantly as your side hustling?

Jasmin Foster 35:51

I think people underestimate the power of your friendships and your connections in mentorship and networking. I try to intentionally reach out to people within my network to set up time, I'm on a weekly basis and just continuing to nurture and foster those relationships and pour back into my friends. But you never know when you are going to need to lean into that relationship yourself. And I'm not saying that everything needs to be tit for tat. But what I will say is that there has been pivotal moments would be rooted where I've been able to leverage the insights of my network. And if I didn't have those people at critical steps, I would not have made the right decision. And so take the time to foster your relationships and nurture them in a very genuine way.

Nicaila Matthews Okome 36:41

And finally, number five, what is your parting advice for fellow black women entrepreneurs who want to start their own business, but are afraid of side hustling?

Jasmin Foster 36:52

Someone once told me that if you had the chance to bet on yourself do it every time I think my leak was the one who said that. But to build on it is if you don't think that your company wouldn't do what's right for them, no matter what, you're kidding yourself. And so take the time to burn yourself. But more than that, first figure out what you're passionate about, and what's your purpose because if you're earning or satisfying your passion and your purpose, you're going to hit 10 out of 10.

Nicaila Matthews Okome 37:27

And what a note to end this on, I mean Jasmin, it has been an absolute pleasure chatting with you and to hear your story. And where can people connect with you online and on social after this episode?

Jasmin Foster 37:39

Yeah, so you can connect with me at my account is @JasminFoster or on my business account @berootedco

Nicaila Matthews Okome 37:50

Alright guys, and there you have it. You can get all the show notes from this episode over at sidehustlepro.co and I will talk to you next week. Guys, thanks for listening to side hustle Pro. If you like the show, be sure to subscribe rate and review on Apple podcasts. It helps other side hustlers just like you to find the show. And if you want to hear more from me, you can follow me on Instagram at side hustle Pro. Plus sign up for my six bullet Saturday newsletter at sidehustlePro.co/newsletter When you sign up, you will receive weekly nuggets from me including what I'm up to personal lessons and my business Tip of the Week. Again that sidehustlepro.co/newsletter to sign up. Talk to you soon.

Meet the host:

Nicaila Matthews-Okome

Hi! I’m Nicaila, the Creator and Host of the Side Hustle Pro Podcast. I started Side Hustle Pro when I was a side hustler myself. I was a digital marketer at NPR by day, side hustler by night. Through the powerful stories shared on this show and the courage to launch my own initiatives, I was able to quit my own job and go full time with Side Hustle Pro.

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