A Letter From Our CEO – Rooted Woman

A Letter From Our CEO

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Dear Rooted Woman,

The last two weeks have been almost unbearable.  We have grappled in rapid succession with the senseless murders of Ahmaud Arbery, Breonna Taylor, and George Floyd.  Without having any time to grieve and process, we were confronted with Christian Cooper enduring blatant racism and threats in Central Park of New York, the disproportionate impact of COVID-19 on the Black community across the nation, and the swell of protests in support of the Black Lives Matter movement around the globe. I would be remiss if I allowed this moment in history to pass without addressing the Rooted Woman community directly.

I am deeply grieved by how the fight for Black lives continues to unravel in the media. As a Black woman, it’s hard to watch my brothers’ and sisters’ right to protest be unjustly and, at times, violently quelled. It’s equally disturbing to celebrate birthdays of those whose lives were taken from them in such painful and horrific manners. I truly believe that change is well overdue.  I completely support us coming together to create an equitable America. I am hopeful, knowing that many in our community are being self-reflective and having tough and uncomfortable conversations with colleagues, fellow community members, government officials, friends and other loved ones.  Because we all must contribute to the change we so desperately need, it’s important that we all ask, “How does the problem of racial injustice affect me? And, what can I do today, right now to make a difference?”  Your actions together with mine will turn a ripple into a wave of social change.  

It is not a coincidence that sisterhood and freedom are two pillars of Rooted Woman's existence. Five years ago, I knew I wanted to create a self-care lifestyle brand that supported, encouraged, and equipped women during their journey through womanhood. Moreover, I wanted to run a business that allows  Black and Brown sisters to thrive, too. At Rooted Woman, we have built a community of 10,000+ women from all backgrounds supporting and identifying themselves with our products, as well as an amazing team representative of our community. We consistently partner with women of color creatives to add their nuanced take on how to share the experience of Rooted Woman with the world. Together, we will continue to support the eradication of racism and systematic oppression in our community. We will continue to build Rooted Woman as a financial resource to employ women and people of color for years to come. We will continue to donate and partner with Black advocacy groups, like our friends at YWCA Chicago, who are dedicated to empowering women and eliminating racism.  Additionally, we always have and will forever continue to showcase captivating images of Black and Brown women in our marketing and promotions to show the world (and ourselves) we are beautiful, special, and important beyond measure.    

With love,

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