Daily Inspiration: Meet Shanaé Frazier

Today we’d like to introduce you to Shanaé Frazier.

Hi Shanaé, we’d love for you to start by introducing yourself.
People always ask me where the name Deeply Rooted came from, and honestly, it came from me trying to figure out who I was before the world started telling me who I needed to be.

I started Deeply Rooted during a season of my life when I felt pulled in so many different directions. I was working, surviving, healing, creating, and trying to hold onto myself at the same time. Like a lot of people, I spent so much time showing up for everybody else while quietly trying to figure out what still belonged to me. Fashion became one of the few places where I felt honest. It wasn’t about trying to be perfect or polished. It was one of the only things that felt real and true to me.

I’ve always loved hats. Where I’m from, hats were never just accessories. They always said something about you before you even spoke. A hat could tell people about your city, your personality, your confidence, or your creativity. Over time, I realized I didn’t just want to make products. I wanted to create pieces that felt familiar to people. I wanted my designs to remind people of home, identity, memories, and the stories that shaped them.

Deeply Rooted didn’t start with a huge business plan or a room full of investors. It started with me deciding to take a chance on myself before I really had proof that any of it would work.

In the beginning, I was doing everything alone. I stayed up late designing ideas, researching fabrics, learning manufacturing terms I had never heard before, packing orders myself, answering customer messages, building the website, creating content, and trying to figure everything out in real time. Some days, it felt exciting, and other days, it felt heavy. Most of the time, it honestly felt like both at once. What kept me going was the meaning behind everything I was building.

Deeply Rooted was never just about hats to me. It was always about people, community, family, and the neighborhoods that raised us. It was about the grandparents who poured into us, the music we grew up on, and the little things that stay with us forever. I wanted people to wear something that reminded them of where they come from, even if they were still trying to figure out where they were going in life.

Atlanta shaped so much of my vision for the brand. This city has soul. There is creativity everywhere, and there is culture, resilience, history, and style in everything around you. Growing up in Atlanta taught me that you can create something meaningful while still making it stylish and expressive at the same time.

As the brand started growing, I noticed people connecting to the message in ways I never expected. Customers would send me messages telling me stories about their childhoods, their families, their neighborhoods, or why a certain hat meant something personal to them. Moments like that meant more to me than any sale ever could because they reminded me that people can feel when something is genuine.

Of course, there were sacrifices along the way. Building something from the ground up will test you mentally, financially, emotionally, and creatively. There were moments when I questioned myself, moments when I felt overlooked, and moments when I wondered if I was asking too much of myself. Somehow, every challenge pushed me deeper into my purpose instead of further away from it.

Now, when I look at Deeply Rooted and see people wearing it with pride, it still feels surreal sometimes. What started as a personal idea during a confusing season of my life turned into something much bigger than me. It became a brand that people see themselves in, and that will always mean everything to me.

Roots grow quietly. Most people never see the work happening beneath the surface before something finally blooms. A lot of my journey felt like that. It felt like quiet growth, learning, trusting myself, and staying grounded while trying to build something meaningful.

That’s really where our slogan came from: “What’s Deeply Rooted In You?” It’s more than a tagline to me. It’s a reminder that we all come from something, we all carry something, and the things rooted in us will always show up in the way we live, create, love, and move through the world.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely has not been a smooth road, and I think that’s what made me appreciate the journey even more.

A lot of people see the finished product now, but they don’t always see what it takes to build something from the ground up while still trying to navigate real life at the same time. One of the biggest struggles was simply learning everything on my own. I didn’t come into this with a blueprint or a huge team behind me. I had to teach myself branding, manufacturing, website design, marketing, content creation, sourcing, shipping, and how to run a business all while still working and managing everyday responsibilities.

There were also moments when I doubted myself. When you’re building something personal, every setback feels personal too. There were times when things didn’t sell the way I hoped, times when designs didn’t come out the way I imagined, and moments when I questioned whether people truly understood the vision behind the brand. Social media can also make entrepreneurship look glamorous, but most of the time, it’s long nights, problem-solving, sacrifices, and figuring things out in real time.

Financially, there were challenges too. Building a brand requires constant investment, and there were moments when I had to make difficult decisions and pour back into the business instead of into myself. There’s a lot of risk that comes with betting on your own ideas, especially when you care deeply about what you’re creating.

Another challenge was learning how to stay grounded while the brand started growing. As more people began paying attention to Deeply Rooted, I felt pressure at times to move faster, do more, or fit into what people expected the brand to be. I had to learn that growth doesn’t mean abandoning your identity. I’ve always wanted Deeply Rooted to feel intentional and authentic, and protecting that vision has been important to me.

Balancing life and entrepreneurship was another struggle. There were seasons where I was exhausted mentally and creatively. Trying to create meaningful work while also making space for rest, healing, and personal growth is something I’m still learning. I had to realize that being passionate about something doesn’t mean you never get tired.

But honestly, every struggle taught me something. The difficult moments taught me patience, confidence, resilience, and how to trust my instincts more. Looking back now, I think the challenges shaped the brand just as much as the successes did. Deeply Rooted became what it is because I kept going even during the moments when things felt uncertain.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Outside of Deeply Rooted, I’m also a social worker, and that part of my life has shaped me just as much as entrepreneurship has. I have over 15 years of experience working in different areas of social work, including youth services, geriatrics, and mental health. No matter the setting, the common thread throughout my career has always been people. I’ve always been passionate about helping people feel seen, heard, supported, and understood during some of the most difficult moments of their lives.

A large part of my work has focused on mental health support, crisis intervention, emotional support services, and community-centered care. Over the years, I’ve worked with people at many different stages of life, from youth trying to navigate identity and life challenges to older adults needing support, dignity, and advocacy. Each experience taught me something different, but all of them strengthened my ability to connect with people from all walks of life.

I think one of the things I’m most known for is my ability to make people feel comfortable and understood. Whether it’s through my professional work, my brand, or even everyday conversations, I’ve always been someone people naturally open up to. I genuinely care about people, and I think others can feel that. I’ve never believed in treating people like numbers, cases, or transactions. I believe in treating people like human beings first.

What I’m most proud of is the impact I’ve been able to make while still remaining authentic to who I am. In both social work and entrepreneurship, I’ve learned that you can lead with compassion and still be strong. You can be creative and still be professional. You can care deeply about people while also building something meaningful for yourself.

I also take pride in the fact that I’ve been able to balance two very different worlds that actually connect more than people might think. Social work taught me how to understand people, listen to stories, and recognize the importance of identity, community, and emotional connection. Those same things became the foundation of Deeply Rooted. In many ways, the brand is simply another extension of the work I’ve always done. It’s still about people, storytelling, connection, and creating something that makes others feel seen.

I think what sets me apart from others is that everything I do comes from a genuine place. Whether I’m helping someone through a difficult moment professionally or designing a hat inspired by community and culture, I lead with intention. I care deeply about the work I put into the world, and I never want anything connected to my name to feel empty or performative.

At the end of the day, I’m proud that I’ve been able to build a life and career centered around purpose, creativity, and people. To me, success has never only been about recognition. It’s about impact, authenticity, and creating things that leave people feeling better, more connected, or more understood than they did before.

Do you have any advice for those looking to network or find a mentor?
One thing I’ve learned over the years is that networking works best when it feels genuine. I’ve never been the type of person to walk into a room trying to collect contacts or force connections. The relationships that have helped me the most, both professionally and creatively, happened naturally through consistency, authenticity, and simply showing up as myself.

I think people sometimes overcomplicate networking. At its core, networking is really about building real relationships with people. Some of the best opportunities I’ve had came from conversations, community events, collaborations, social media interactions, or simply supporting other people’s work without expecting anything in return. When you move with authenticity, people remember that.

As far as mentorship goes, I don’t think mentors always show up in the traditional way people expect. Sometimes mentorship looks like someone giving you advice during one conversation that stays with you for years. Sometimes it looks like observing how someone carries themselves, builds their business, or navigates challenges. I’ve learned a lot by paying attention to people I admire, especially people who lead with integrity, consistency, and purpose.

I also think it’s important not to be afraid to ask questions. A lot of people are willing to share knowledge if they see that you’re genuine and serious about what you’re building. Early on, I had to learn how to step outside of my comfort zone and reach out to people, introduce myself, ask for guidance, and stay open to learning. Growth requires humility, and I think that’s something a lot of people overlook.

One thing that has worked really well for me is staying connected to community. A lot of the relationships and collaborations I’ve built came from simply being active, supportive, and intentional within creative and community spaces. I’ve had the opportunity to collaborate and stay connected with businesses and organizations like Tropical Express ATL, Vinyl Paradise, Lotus Effect Wellness, Hotlanta Signs, Party of 5 by Metro West, Hampton Media Group, Rebel Gardens, The Broken Play Podcast, Albany State University, The Elephant In The Room, The Bank and Flowing With Blessings. Those relationships happened organically through community, creativity, and mutual support, and they reminded me how important it is to build with people who align with your values and vision.

I also believe in networking across industries and not limiting yourself to one space. Some of the most valuable connections I’ve made came from people who do completely different things than I do. Those relationships helped me grow creatively, professionally, and personally because they exposed me to different perspectives and experiences.

Most importantly, I would tell people not to focus only on what they can gain from relationships. I think it’s important to focus on how you can add value, too. Supporting people, sharing resources, celebrating other people’s wins genuinely, and being consistent goes a long way. Real networking is less about transactions and more about trust, consistency, and mutual respect.

Honestly, some of the biggest opportunities in my life came from relationships that started with simple conversations. That’s why I always encourage people to stay open, stay genuine, and never underestimate where one authentic connection can lead.

Contact Info:

• Website: https://Www.dplyrtd.co
• Instagram: https://www.instagram.com/dplyrtd.co/
• Facebook: Deeply Rooted by Shanaè