We caught up with the brilliant and insightful Jarrell Williams a few weeks ago and have shared our conversation below.
Alright, Jarrell thanks for taking the time to share your stories and insights with us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
Canvas Rebel
Growing up, I was a typical suburban kid. I have always found interest in a lot of things… Not that TV raised me, because my parents were very much around exposing my brother and I to a lot, but I spent a lot of time watching programming that showcased people places and things in someone else’s perspective. Whether it was learning a thing or two from Levar Burton on Reading Rainbow, the adventures of Samantha Brown on Travel Channel or following the inspirational individuals like Bourdain or Fieri, I was always a big fan.
It wasn’t until I left for college and picked up my first camera. Then everywhere I went, my camera went. That later turned into interning and working for a few magazines; that then turned into some stock modeling work. It wasn’t until maybe around 2015 or ‘16 that I came across Vice’s Munchies brand, where the likes of Eddie Huang and Matty Matheson blew my mind with their delivery in how they showcased food, travel, and chef life in their own unique point of view… From that moment, I was hooked.
As they say, nothing happens overnight, and my story is no different. After coming across the work of, [as] previously mentioned, Eddie and Matty, I kind of became obsessed. Digesting everything those cats produced. I even started studying recipes and other chefs. I eventually thought about trying my hand at some of what I was seeing. My first jump was a burger pop up [in 2014] that was going to be Nomarama, but I quickly realized that I’m not a chef.
Instead of being the chef, I still wanted to showcase chefs and their work… hence the storytelling I love so much. This is around when Instagram had first taken off, and I was then showcasing the restaurants I had been finding in my travels. To which, Nomarama became sort of a local’s food guide in the 757. That snowballed into my first annual Nomarama Slider Competition that ran for 5 years. Then releasing my first ever episode of “This is Nomarama” on YouTube back in 2015. From that point on, I knew this was it for me. I loved food, I loved traveling culinarily, and loved being able to provide chefs a platform to talk their talk.
I developed other projects & events around this time. Dozens of kitchen takeovers, festival in collaboration with Norfolks Botanical Gardens, Museum in Virginia Beach and Norfolk as well as dozens of creative collaborations with restaurants of all kinds throughout the Hampton Road area of Virginia.
One of my more popular concepts was a small business incubator called “The Munchie Market”. Where during I would provide chefs and aspiring restauranteurs with education, equipment (tents, tables, cooking apparatuses, etc), promotion, marketing, venues and at any given time hundreds of hungry customers to launch, continue to further develop and or promote and expand their brands.
It was around this time that the area of Virginia I lived in was very familiar with my work but then the state of Virginia (Virginia Tourism Corporation’s /Virginia Is For Lovers) really began to take notice of the work I was doing. So much so they soon brought me on to became one of their regular travel content creators who would later be featured as a creator for both the WanderLove & Heart & Soul campaigns.
This opened up opportunities to partner with dozens of other cities in VA as well as other destinations like New York, & Pennsylvania.
I would also go on to be Host of the 3 season series “City with Bite,”in partnership with the City of Norfolk, Host of the environmental science series “Spotlight Earth” in partnership with WHRO/PBS as well as be featured in Walmart’s Black & Unlimited Creator campaign.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I didn’t come from this line of work. Prior to Nomarama I worked as a sales rep.
Over the course of about 4/5 years I worked for multiple startup tech companies. Working from inside sales all the way to managing my own sales team.
While working a traditional 9-5 I did Nomarama as a hobby that eventually turned into a side hustle. That was until I was offered a job as a Business Development Manager for a creative agency/marketing firm.
Eventually things through my side hustle began to shine brighter than the 9-5. The firm I worked at was going through some rough times and ended up laying off half the company. It was at that time I said that I was going to do my own thing and here I am today!
A family man with 3 beautiful children, an incredibly supportive partner and a lifestyle of adventure, peace, positivity and authenticity through the brand Nomarama.
“Nomarama is his nationally recognized and culturally influencing brand that highlights authenticity of doing what brings joy through exploration of nature, travel, food, and the power of play- all while supporting local businesses through genuine storytelling and connection. “
Through video, photography, journalism, events, etc we bring to light accessibility to parks, museums, etc and showcase our true & unique experiences with our and our partners audiences to encourage others to do the same.
Let’s talk about resilience next – do you have a story you can share with us?
Before creating Nomarama I worked many jobs. In that timing at each place of employment I would do the things society would have me believe I needed to do in order to find “success” or “happiness”
In other words I “checked boxes”. Got a job, got married, had kids, bought the houses, cars, etc but alas I would also find myself laid off 3 times (Once when my first child was born and second while buying a house) and unhappy.
It wasn’t until I started to take time to really consider what I was doing with my life and got back to me, did things really change. I learned a lot about myself during that time, made some life altering decisions and began tapping into things that served me and truly brought me joy.
It was then I felt like I found my calling, my purpose or better yet passion where I was able to create my own lane and continue to shoot for the stars. And to say it’s been amazing would be an understatement.
How about pivoting – can you share the story of a time you’ve had to pivot?
Even though I built my business around food and the food culture, I and my lifestyle continue to evolve.
Taking into consideration physical changes or challenges like getting hit with a gluten intolerance from poor diet for many years I recognized I wasn’t really getting out in the community to uncover the hottest food trends, restaurants and events. I felt like I was not being true to myself and ultimately my audience.
Instead I began again to listen to myself. I started to spend time by myself in the outdoors. Camping, hiking or simply admiring the natural world around me. Again… tapping into things I loved as a kid.
It was then I realized this was where I was most happy. So much so I began to really tap into the ideas of mindfulness, self care and peace of mind. Working to host workshops that provide people opportunities to disconnect from the daily run of the mill grind and encourage free thinking & to practice self love more. To disconnect from technology and reconnect with ourselves, the outdoors people and our loved ones.
Reminding us about the simple things that make life worth living versus what I consider superficial or even mundane.
These days through my platform I tech people about the outdoor and nature. It’s importantance and our connection to it. I teach and encourage sustainability, conservation, and as a black man, representation and accessibility in and around green spaces anywhere I find myself.
Contact Info:
- Website: Nomarama.com
- Instagram: @_Nomarama_
- Facebook: https://www.facebook.com/share/jnnHi26FZw6Mq1x7/?mibextid=LQQJ4d
- Linkedin: https://www.linkedin.com/in/jwilliams88?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
- Youtube: https://youtube.com/@NomaramaVA?si=2BLDpsuU7dE1Mz0U
Image Credits
Jarrell Williams Jamaal Williams Heidi Joy Delacruz