Meet Jenny Le | Owner of Roots

We had the good fortune of connecting with Jenny Le and we’ve shared our conversation below.

Hi Jenny, we’d love to hear more about how you thought about starting your own business?
It was Summer 2019 and I was sitting at the dining room table with my husband and childhood best friend, looking through my dad’s handwritten cookbooks. My dad loved gardening and cooking with a passion, and created several handwritten journals with recipes he created and loved. I had just started my journey making sugar cookies for fun, and had recently put together a DIY Unicorn Cookie Kit for one of my nieces. I enjoyed that process and outcome so much that it sparked the idea of a small business venture. It definitely wasn’t a serious thought in the moment, but upon looking through my dad’s recipes, the bigger picture of Roots started coming together.

Although hard to explain, I have had this nagging feeling since I was young that there would always be something for me to make a stand for (or against). A purpose in life, if you will. You see, we lost my dad in 2009 to suicide (age 49) and my mom in 2017 to a drunk driver (age 56). Four months prior to my mom’s passing, we lost my mother in law, just two months shy of our son- our first baby- being born. With such huge losses in our lives, finding a way to channel pain and grief in a positive way, became a huge priority. I decided that I wanted an individual shop within Roots to honor each of our parents with eventual plans to create a memorial fund in each of their names, using their respective shops. When all my thoughts started coming together to form this big business mission, it just felt so right.

What started as one cookie kit, turned into so much more in just four short years, with so much more to come!

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Roots, is a four-concept shop inspired by our parents who are no longer with us:

The Sweet Side offers bakery-style items and symbolizes family as a whole, because life was truly never sweeter than when we were all together.

The Life of the Party represents my mom, and anyone who knew her knows why. It was impossible to be bored in her presence; she had a true joy for life and MY GOODNESS was she the biggest ray of sunshine. Even on her darkest days, she was still the brightest light of all. Growing up, she always made my siblings and I feel so special on birthdays and holidays. That was her thing! In this shop, you will find all things party.

The Gift Shop represents my mother-in-law, as my fondest memories of her was her genuine love for everyone. She showed her love in many ways – I will never forget how she always had a stash of gifts for everyone she cared about to be given on a whim. And if her stash was running low, it was not out of the norm for her to slide a wad of cash into her grandbabies’ hands. She was just so loving, so genuine, and the most generous and thoughtful woman. I may have only had her in my life for 8 years, but she will always have a huge chunk of my heart. In this shop, you will find little gifts for the loves in your life.

The Spicy Side represents my dad- he was a fireball when he grasped onto something he had a true passion for (and you bet your britches he went ALL OUT). He had the most amazing backyard garden you ever did see and used what he grew to make his own spices, marinades, and sauces. Looking through his journals with countless handwritten recipes is what spearheaded the idea for Roots. In this shop, you will find all things spicy. (This shop is to launch within the next 1-2 years).

Our mission is HUGE! Not only do we want to serve our community, but we have plans to open three memorial funds in honor of our parents. We have already run a campaign for The David Wayne Rhoades Memorial, in which we raised $1200 at first launch. This memorial fund is in memory of my dad, who lost his life to suicide, and will assist individuals and families impacted by mental illness and addiction. The Annette Rhoades-Burkhart Memorial Fund will be in honor of my mom, who was killed by a drunk driver. This fund will help raise awareness to the dangers of drinking and driving and assist families who have lost loved ones to impaired driving. The Cam Le Memorial Fund will be in honor of my mother in law, and will sponsor families who have relocated to the United States from Vietnam, helping them grow in their communities and establish a clear pathway to a better life. These funds are so incredibly near and dear to our hearts, and the true driving force of this brand. We truly have such big plans for them, and absolutely cannot wait to bring them to fruition.

It’s so easy as business owner to look ahead- to see what you have yet to accomplish- but I have found that looking in hindsight gives a more true picture of where you are headed. Looking at how far we have come since that day sitting at the dining room table with my husband and best friend, when Roots didn’t even have a name yet, is beyond my wildest imagination. We are now in two physical locations with more to come, a regular vendor at a local farmer’s market, and have many upcoming projects I am so excited to announce!

One of the most important lesson’s I’ve learned is that it will never be easy, but it will always be worth it. And, as my mom always said, “Never Surrender.”

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Oh gosh. DFW is filled with all the things!

*The Fort Worth Zoo has been voted number one in the nation more than once and is definitely a must-go! Stopping by to feed the giraffes is worth a trip all on its own!

*For a more relaxing, scenic animal excursion, Fossil Rim is amazing- you drive through the park and feed so many different animals (the ostriches will aggressively attack your window, however- don’t say I didn’t warn you!). 🙂

*Six Flags in Arlington is a great spot to spend an entire day, but be prepared to get your steps in!

*The Perot Museum in Dallas is awesome for kids, and would be a great venture to pair with with Sea Quest Dallas, the most interactive aquarium in DFW! Stopping to visit the food trucks at Klyde Warren Park between the two would make for a great day!

*For a unique shopping experience, visit The Painted Tree, where there are hundreds of vendors all under one roof. Roots is in the Mansfield and North Richland Hills locations, but all of the local Painted Trees are amazing.

* The Dallas Arboretum is an insanely beautiful place to visit, and often have events as seasons come and go. This would be a great place to stop and enjoy nature with a family picnic! Depending on which side of the metroplex you are visiting, another stunning option is the Fort Worth Botanical Gardens.

*For history-lovers, the the Sixth Floor Museum at Dealy Plaza (JFK assassination) is a surreal place to visit.

*The Stockyards in Fort Worth will give you all the country-western feels, especially if you plan to visit the rodeo on a Friday or Saturday!

*The Bishop Arts District is another great spot to walk around to shop and eat, with several fun photo ops along the way!

*The Dream Park in Fort Worth is an incredible park for littles! You may need to divide and conquer, however, if you have multiple children.

*Although I have never been myself, I have heard great things about Dallas Ghost Tours for adults looking for a little (creepy) adventure. DFW Escape Rooms are another great excursion for adventure-seekers!

*Last but most certainly not least, visiting a local farmer’s market is a MUST! I am partial to Keller Farmer’s Market, however, there are so many wonderful markets in the area. I know first-hand that our vendors pour their hearts into these markets and you absolutely will not leave disappointed!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Roots would not be possible without family; I owe everything I am as a person and business owner to my mom, dad, mother-in-law and grandparents. The examples these loving people have set in my life have sent waves of motivation within my soul. No matter how much of a struggle balancing motherhood and business ownership becomes, having an outlet to honor these amazing people in my life, is what motivates me to continue. As a mom of three (ages 6 + 1.5 year old twins), there have been moments (many, if I am being honest), where I have questioned heavily whether or not to put this business venture on hold. However, my mom’s motto and one that she genuinely lived by through the struggles of her own life, was “Never Surrender.” Anytime I start thinking that I am in over my head as a one-woman-show, I fall back on this phrase and think of my mom and all of the times she persevered through the unthinkable. The purpose I have been given to honor their legacy is the absolute driving force of this business.

Website: www.rootsafamilything.com

Instagram: https://www.instagram.com/rootsafamilything/

Facebook: https://www.facebook.com/ROOTSafamilything

Image Credits
Headshot: Lindsay Buddin Photography