Integrated Marketing Communications
When asked why she wanted to become an entrepreneur, Andrea Roberts said she didn’t have a choice.
“I find that being an entrepreneur is the only option for me,” she explained. “I’ve been selling my own creations since the age of 10 and it’s always been a source of happiness and fulfillment to create something with love and care, and then deliver that creation to people who value it.”
Roberts, an integrated marketing communications major from Woodland Hills, California, began her journey into entrepreneurship in grade school by making custom and stock bracelets. That was until she entered high school and realized “bracelets weren’t ‘cool’ anymore.” She decided to shift gears and capitalize on her love of baking by selling homemade pastries.
While whipping up her baked goods, she started whipping up skincare products as a side gig, but not successfully at first. “When I first started making skincare products, I realized the ingredients I was using were potentially dangerous when I saw the effects they had on the bowls and tools I was using,” said Roberts. “It made me question what we were putting on our bodies and what was washing down the drain. This is when I started making all-natural skincare products for family and friends, but I conducted very little business because I was more focused on my pastry business.”
The bakery business eventually went away, but her interest in creating a top-quality line of skincare products flourished. In 2017, Roberts, by then a transfer student at SDSU’s Fowler College of Business, focused all of her entrepreneurial energies on her line of skincare products initially called Body Enrichment. When she discovered she was unable to trademark the name “Body Enrichment,” she changed the company’s name to Rooted Rituals in 2019. “I decided on Rooted Rituals because, like a complex root system, we are all connected and depend on one another for overall health,” explained Roberts. “Also, we tend to take care of ourselves with ‘rituals’ like brushing our teeth and taking care of our face.”
Roberts describes her product line as “all-natural, cruelty-free and sustainable.” She is currently marketing two facial scrubs under the Rooted Rituals brand called Calm & Collected Soothing Scrub and Clear Conscience Clarifying Scrub, but she plans to expand her product both before and after she graduates from SDSU in 2020.
For those students who – like Roberts – are naturally inclined to gravitate into the world of entrepreneurship, she advises them “to align your current reality with your goals, be consistent and take calculated risks.”
Inclined to gravitate into the world of entrepreneurship, she advises them “to align your current reality with your goals, be consistent and take calculated risks.”