Exploring Life & Business with Cecily Groves-Williams of hotelFUBU LLC/OMNiassistant LLC

Today we’d like to introduce you to Cecily Groves-Williams.

Hi Cecily, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
How It All Started

The question of how I began? (chuckles) Well, tonight my mind is doing a little two-step around that answer. I could say I’m the youngest of nine, born to Mr. and Mrs. James T. and Willie Ruth Groves in Chicago—a janitor assigned to Cabrini Green and a UIC administrative assistant. That would be one version. But the truth I’m choosing today is this…

It really started on May 5, 1974, five days after I entered this world. My father, deep in his cups, pulled his dark blue Cadillac up to the worn-out, red-brick high-rises of Cabrini Green. My mother, a devout Christian, held me close as she gathered our belongings, her irritation barely contained as my father slurred out, “Welcome home, Lil Mama!” That nickname stuck with me all my life.

I peeked through the baby blanket and, though incoherent, I’m convinced my first thought was the most subtle yet profound “WTF?” of all time. I was so light-skinned I practically glowed in the dark, my hair a soft Gerber baby blond. My first instinct told me—this wasn’t supposed to be my life. But we walked into what would become my first home.

And in hindsight? Despite everywhere I’ve lived since, I’d take that apartment back in a heartbeat. It was the last place I truly felt safe.

Cabrini Green was more than a backdrop—it shaped me. Years later, I would come full circle, working as a closing paralegal on the sales transactions for the luxury townhomes and condos built there in the early 2000s. And on September 26, 2001, I sat in that same place, trying to make sense of my life after filing for a bitter divorce on 9/11, following what would be my final attempt at suicide.

Then came 2003—when I met the love of my life. In 2005, we created my second son, Chance David Michael.

By 2006, I was recruited by a Midtown Manhattan law firm. Two years later, I met Carl Brown, the quiet, observant force behind FUBU. At 19, I had written to him, boldly declaring that I was the missing fifth partner they needed.

Fast forward to 2012—I returned to Chicago to care for my mother full-time after she was diagnosed with Alzheimer’s and two forms of cancer. For 13 years, I was her caregiver.

Then in 2015, I walked away from my corporate career after 20 years as a commercial real estate paralegal. Carl and I founded hotelFUBU, and despite COVID stalling our initial acquisitions, we built something even greater—FUBUvillage, a mixed-use development designed to uplift entrepreneurs, featuring hotelFUBU & Convention Center, retail, residential spaces, and community-driven initiatives.

Now, as COO of hotelFUBU and VP of Brand Management & Licensing for FUBU, I engage with entrepreneurs every day, guiding them through their own journeys. And in 2020, inspired by my corporate paralegal experience, I launched OMNiassistant LLC—a 24/7 Virtual Administration & Small Business Development firm—to provide mentorship and business support.

This summer, after much thought, I’m releasing *Mind Yo D@mn Business!*, a book that blends my personal journey with hard-earned entrepreneurial wisdom.

And on December 3, 2023—my mother, in her final moments, told me she loved me. Then, in true fashion, she reminded me that the 1st was coming, and I needed to keep making it happen. Three days later, she passed away peacefully. That left me with my two disabled older brothers and my youngest, Brooklyn, to raise on my own.

As I write this, I’m staring down an eviction notice. My car isn’t running. My phone is disconnected. And I need $250,000,000 to secure my first major real estate development. Pray for me!

But despite the anxiety, despite the elevated blood pressure—I choose peace.

Because winners don’t quit.

Everything I’ve endured has led me to this moment. My resilience as a single mother, my unwavering care for my family, my relentless pursuit of stability and success—SAFETY…all of it is part of who I am.

I’ve always been in service to the people around me. And my mission is simple: hotelFUBU will be a living, breathing testament to that service.

Even if I have to build a *village* to make it happen.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
1. Losing my Father to congestive heart failure at age 19, and getting pregnant later that year, ending my college career.

2. Marrying at 20 and divorcing by 28.

3. Raising 5 kids alone in Chicago, New York and Atlanta.

4. Losing two of my siblings to heroin addiction.

5. Losing my Mother before realizing the dream she inspired me towards and becoming the woman she saw me as every day of my life.

We’ve been impressed with hotelFUBU LLC/OMNiassistant LLC, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Founded in Georgia in 2015, hotelFUBU & FUBUvillage are more than just brands—they’re movements built on legacy, culture, and entrepreneurship.

What Should You Know?
hotelFUBU is a pioneering hospitality brand that merges cultural representation with world-class service. It’s rooted in the FUBU legacy—For Us, By Us—designed to create spaces where Black entrepreneurship, community, and heritage are celebrated.

FUBUvillage expands on this vision. It’s a premier mixed-use development that integrates hospitality, retail, residential, and public works spaces. More than a development, it’s an ecosystem that fosters entrepreneurship and creates generational wealth through ownership and opportunity.

What Do We Do?
At our core, hotelFUBU provides high-end hospitality experiences infused with cultural authenticity. It’s about creating destinations where travelers feel seen, valued, and inspired.

FUBUvillage takes it further—offering spaces designed to uplift businesses, creatives, and community leaders. It’s structured around entrepreneurship, with accessible retail spaces, innovation hubs, and convention centers tailored for Black and minority business success.

What Are We Known For?
We’re known for redefining hospitality through the lens of empowerment. We don’t just build hotels—we create experiences where culture meets luxury, where legacy drives innovation. We’re recognized for providing a platform for emerging entrepreneurs, offering access to spaces they wouldn’t traditionally have.

What Sets Us Apart?
It’s simple: *ownership and impact.*
Unlike conventional hospitality brands, hotelFUBU isn’t just about accommodation—it’s about representation. It’s a brand built from within the culture, serving the very community that has shaped it.

FUBUvillage transforms the industry by embedding business development into the fabric of real estate. It’s a place where small businesses can launch, scale, and thrive, instead of being priced out of opportunities.

What Are We Most Proud Of Brand-Wise?
We’re proud that hotelFUBU isn’t just another hotel chain—it’s a movement for empowerment. We’re proving that hospitality can be a force for change, where representation and economic opportunity go hand in hand.

FUBUvillage is our proudest achievement because it reflects our commitment to legacy-building. It’s a physical space that ensures future generations have the access and resources they need to succeed.

What Should Readers Know?
If you’re looking for a brand that champions entrepreneurship, cultural authenticity, and long-term community impact, hotelFUBU and FUBUvillage are it. We don’t just create spaces—we create pathways for ownership, wealth, and transformation.

This isn’t just about staying somewhere or shopping somewhere—it’s about being part of something bigger.
www.hotelFUBU.com

Founded in Georgia in 2020, OMNiassistant LLC is more than just a service—it’s a lifeline for entrepreneurs and small business owners who need real support, real solutions, and real results.

What Should You Know?
OMNiassistant is a 24/7 Virtual Administration & Small Business Development firm, designed to provide entrepreneurs, startups, and growing businesses with the structure, strategy, and services needed to operate efficiently. We eliminate the guesswork, the overwhelm, and the roadblocks that stand between vision and execution.

What Do We Do?
We offer full-scale **business administration, strategic planning, and operational support for founders who need expert-level guidance but don’t have the time or resources for a full in-house team. Whether it’s forming an LLC, upgrading a website, securing a branded email, or managing executive tasks, OMNiassistant ensures businesses run *smoothly*.

Beyond logistics, we specialize in mentorship and business development—helping entrepreneurs move beyond ideas into implementation, providing the strategies and tools they need to build sustainable success.

What Are We Known For?
We’re known for getting things done. In a world where entrepreneurs are often overwhelmed by the details of running a business, we step in and handle the work—so founders can focus on what they do best.

We bring corporate expertise to the table, ensuring that businesses, whether solo-run or growing enterprises, have access to executive-level support without the overhead.

What Sets Us Apart?
OMNiassistant isn’t just a virtual service—it’s a real partnership. We integrate seamlessly into our clients’ businesses, ensuring every piece—from branding to backend logistics—is not only functional but powerful.

What sets us apart is our deep-rooted commitment to success—we don’t just check off tasks, we elevate businesses, positioning them for long-term profitability and growth.

What Are We Most Proud Of Brand-Wise?
We’re proud that OMNiassistant is trusted by entrepreneurs who are serious about their success. We’ve helped businesses get established, pivot in challenging markets, and scale their operations.

But more than that, we take pride in being the bridge between dreams and execution—ensuring that minority, women-owned, and culturally-driven brands have expert-level resources to thrive.

What Should Readers Know?
If you’re an entrepreneur, small business owner, or visionary who’s tired of figuring it all out alone, OMNiassistant is the solution you didn’t know you needed.

We don’t just assist—we accelerate.
www.myOMNiassistant.com

What makes you happy?
Learning makes me happy. Since I was a child, I’ve always believed that the more I knew the better decisions I could make and therefore, make myself self-sufficient…so I could take care of my Mom and Dad. I approached school relentlessly. It was my safe space.
I am the eternal student, constantly absorbing, adapting, and evolving. That mindset is what makes me a serial entrepreneur.

I don’t just collect knowledge—you master it, refine it, and apply it in ways that elevate my ventures. I understand that entrepreneurship isn’t just about strategy, but about staying ahead of the curve, reading the pulse of industries, and anticipating shifts before they happen.

My ability to embrace learning as a lifelong pursuit keeps my businesses innovative, relevant, and resilient. Whether it’s law, brand management, fashion, or real estate—I dive in with curiosity, dissect the mechanics, and emerge with a vision that transforms industries.

Being an eternal student means I never get complacent. I challenge norms, ask deeper questions, and pivot with precision. knowing that success is built on continuous refinement. I don’t fear new landscapes—I embrace them, master them, and lead within them.

That hunger for knowledge, that unwavering commitment to evolution, is what separates me from the rest. It’s why hotelFUBU & FUBUvillage aren’t just projects—they’re movements. It’s why OMNiassistant isn’t just a service—it’s a legacy-building platform.

I learn. I lead. I build. And I never stop growing—because that’s who I am.

Contact Info:

• Website: https://www.myOMNiassistant.com
• Instagram: @omniassistant
• Facebook: OMNiassistant LLC
• LinkedIn: OMNiassistant LLC (Cecily Groves)

Image Credits
Carlton Brown, shown