‘Be Rooted’, founded by entrepreneur Jasmin Foster, has launched its products at Target stores nationwide. It is the first Black-owned stationery brand to be sold at the retail giant.

With her brand, Foster aims to diversify the stationery market and provide much-needed representation. The brand features designs that highlight Black women with different skin tones and hairstyles along with inspiring phrases.

“Knowing from personal experience that feelings 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 a statement according to In the Know.

Be Rooted offers lovely stationery items such as sticker sets, slim travel journals with 60 blank pages, and spiral journals with gold spiral wire and 200 ruled pages. Two of the spiral journal designs, “Guard Your Spirit” and “Hustle Harder”, are currently being sold at Target stores and online at Target.com.