Celebrating Community and Culture Through “Local Love”
For Jarrell Williams, exploration has always been a way of life. “As a kid, I spent most of my time outside, whether playing with friends, riding my bike, or being in nature. I waded through creeks, climbed trees, built terrariums, and observed the world around me—always learning, even without realizing it.”
Even when he wasn’t outside, his imagination was fueled by shows like Reading Rainbow, The Travel Channel, and Food Network, programs that showed him a world beyond his own backyard. “I remember watching those shows and daydreaming about what it would be like to live a life filled with adventure,” he recalls.
But, like many, he followed a more traditional path into adulthood. He pursued higher education, working in sales and technology startups, where he learned invaluable lessons about marketing, business development, and leadership. However, his heart was never fully in the corporate world.
“No matter where work took me, I made it a point to fly in early and immerse myself in each city’s culture. This curiosity ignited something within me—a desire to go deeper, to connect, and to create. Despite my professional success, my true passion lay in exploration and connection,” he says.
That passion eventually led him to step away from the corporate world and build something of his own, something that would celebrate local businesses, culture, and food in a personal and authentic way.
A Brand Rooted in Community and Culture
Nomarama wasn’t built overnight. It started as an idea and evolved through years of trial, discovery, and meaningful connections. Early on, Jarrell sought ways to make his brand stand out, leaning on the power of personal branding and storytelling—sometimes in unexpected ways.
“At one point, I did stock image modeling, so you may come across pictures of me in ads, textbooks, pamphlets, or even picture frames sold at craft stores like Hobby Lobby or Michaels,” he laughs.
What started as a side gig turned into an accidental marketing strategy. “Initially, I took on this work just to make a few extra dollars to fuel my dreams and passions. I built businesses, consulted for others, ran a small business incubator, and curated dozens of events designed to foster community, connection, and a deep sense of “local love.”
This sense of familiarity and authenticity helped Nomarama stand out in the world of content creation and marketing. “When I launched my brand, Nomarama, I introduced my beloved burger logo, ‘Benny Burgerman.’ This gave people a point of connection—whether through my face, my name, my logo, or the brand itself,” he explains.
“I worked directly with destinations across the country, developing marketing strategies, producing content, and cultivating online communities. Through these experiences, I’ve led tourism marketing campaigns that have not only generated millions in revenue but have also inspired people to relocate, gained national recognition, and created opportunities to give back—allowing me to donate thousands of dollars to meaningful causes.”
Sharing Stories That Matter
As Nomarama grew, so did the opportunities.
“My work has opened doors to collaborations with major brands like Walmart, Techstars, Food & Wine, WHRO/PBS, and dozens of Destination Marketing Organizations (DMOs), further cementing my commitment to building authentic, impactful connections.”
One of his favorite projects to date is Spotlight Earth with WHRO/PBS, a video series designed for high school students exploring environmental science.
“We explored everything from the diverse ecosystems of the majestic Blue Ridge Mountains to the expansive Chesapeake Bay, helping to tell the environmental stories shaping our state and the world.”
The project took him across Virginia, highlighting the landscapes that define the region. “I was one of four hosts, and I had the time of my life working on the project. Every day was filled with adventure, whether we were shooting at state parks, research labs, or even tree topping in a hot air balloon.”
For Jarrell, it was more than just a job, it was a chance to connect deeper with the land and the people who work to preserve it. “I learned so much from the incredible people I met, and as a homeschooling parent, I was able to bring what I was learning back home and share it with my kids,” he adds.
Giving Kids an Education Beyond Books
Homeschooling has played a major role in Jarrell’s life, influencing not only how he raises his children but also how he sees education as something that happens everywhere and not just in a classroom.
“Homeschooling has been an amazing opportunity. Not only to build a deeper connection with my children, but also to continue learning and growing alongside them,” he says.
For Jarrell, every experience—whether it’s a family trip, a visit to a local business, or a marketing campaign—is a learning opportunity.
“For the past four years, I’ve approached education as being everywhere and in everything—from trips to the grocery store and post office, to attending photo/video shoots, and even hitting the road as a family for tourism marketing opportunities,” he explains.
This approach has given his children real-world exposure to culture, business, and creativity, shaping them in ways traditional schooling might not.
“Traveling together has been one of our greatest lessons in preparation, patience, and cultural exposure,” he says. And just like in his professional life, hands-on learning has proven to be the most effective.
“These experiences have provided us with immeasurable educational opportunities, but they’ve also served as a reminder of the importance of tactile learning. Teaching through real-life experiences has been an eye-opening and effective way to make lessons stick and help my children apply what they learn to their everyday lives.”
A Commitment to Celebrating Local Culture
As Nomarama continues to grow, Jarrell remains focused on the things that matter most. While many of his projects involve tourism, marketing, and content creation, at its core, Nomarama is about connection and storytelling. “Life truly is an everyday adventure,” he says. “And I wholeheartedly love what I do for work—but the best part is that I get to do it with my family!”
For him, the best projects are the ones that feel personal. “Every project we take on within the brand is an opportunity to make connections to schooling and life as a whole. Whether we’re on a tourism trip, part of a marketing campaign for a destination, running a lemonade stand, or attending our local homeschool pod park day, I strive to weave learning into everything we do.”
At its heart, Nomarama is about seeing the beauty in the details, whether it’s in a neighborhood diner, a small-town festival, or a conversation with a local entrepreneur. “I’ve come to recognize that every day is a gift,” he reflects. “The more we slow down to appreciate even the smallest details, the richer our lives become.”
And if there’s one thing he hopes people take from his journey, it’s this:
“Embrace the local love, seek out hidden gems, and find beauty in every journey.”
Alexandrea Sumuel Groves is a nationally syndicated travel writer. She is a member of the Society of American Travel Writers, a digital publisher on several major online news websites, and the creator behind Wander Worthy and Virginia Trip Guide.
