Inside The Mind Of A Serial Entrepreneur With Boobie Nells

A few weeks ago I had the pleasure to attend the launch of a dear brother's new clothing line, Rich Rome Apparel. I was able to catch up with the CEO Boobie Nells, who is a fellow Queensbridge native.

Boobie Nells, CEO of Rich Rome Apparel, models his own sweatsuit.

SR: So Boobie, you launched your fashion line a few weeks ago. I was happy to have been in attendance, and grateful I was able to purchase some really dope gear, which I absolutely love by the way. How do you feel the launch went? Did you meet or exceed your expectations? Why or why not?  

BN: Looking back on the recent event, I'm feeling pretty good about how everything turned out. Admittedly, I could've been more on point with the scheduling, considering the Nicki Minaj concert was in town the same night. Despite that, the event held its own and came out strong.  Sure, there were missed opportunities to sync up with other city happenings, but hey, we live and we learn. What really blew me away was the financial side of things. Not only did we cover our expenses, but we also hustled hard and came out with some serious profit, way beyond what I expected. 

"This success speaks volumes about how we connected with our crowd and delivered an experience that resonated with folks. Moving forward, I'm taking these lessons to heart, making sure our future events are dialed in with the vibe of the city and set up for even bigger wins." - Boobie Nells

SR: What is the inspiration behind your new brand, Rich Rome Apparel? 

BN: At the heart of my brand lies a profound message, one that transcends the conventional definition of wealth. While 'Rich' is commonly linked with monetary abundance, for me, it embodies something deeper—an acronym representing resilience, inspired culture, healing, and a nod to the mighty empire of Rome. The fusion of 'Rich' and 'Rome' yields 'Rich Rome,' signifying more than just material prosperity—it symbolizes a rich empire built on pillars of strength, inspiration, and cultural healing. This concept serves as my driving force, compelling me to inspire others and contribute to the healing of my culture in my unique way. Moreover, 'Rich Rome' reflects an internal empire—an ongoing journey of self-investment and growth. It echoes the timeless adage that Rome wasn't built in a day, reminding us of the enduring dedication and perseverance required to manifest our aspirations. With 'Rich Rome' as my mantra, I am committed to forging my own empire of resilience, inspiration, and healing, one step at a time. Together, let's build a legacy that transcends mere riches and embraces the true wealth of the human spirit—Rich Rome.

"Moreover, 'Rich Rome' reflects an internal empire—an ongoing journey of self-investment and growth."

SR: Why were you excited about this launch?

BN: The launch of my brand has been a long time in the making, filled with anticipation and excitement. Bringing it to life in the U.S., particularly in my hometown of New York, is a momentous step forward. What adds to this excitement is the opportunity to introduce what I've already been cultivating overseas, particularly in places like Italy. The brand has been making waves there, slowly but steadily, and I felt it was time to bring that same luxury experience to New York and share it with my community. There's a sense of pride in bringing something I've nurtured and developed abroad back to my roots, to showcase it on a platform as dynamic and diverse as New York City. This launch isn't just about unveiling a product; it's about sharing a vision of luxury, culture, and inspiration with my fellow New Yorkers. As I stand on the brink of this new chapter, I'm filled with gratitude for the journey so far and excitement for what lies ahead. With the launch of my brand in New York, I'm not just bringing a product to market; I'm sharing a piece of my passion and vision with the world.

"I'm not just bringing a product to market; I'm sharing a piece of my passion and vision with the world."

SR: As a serial entrepreneur who has launched multiple business ventures, what drives you? 

BN: As I mentioned earlier, what propels me forward more than anything is the relentless pursuit of self-investment and growth. It's a philosophy that resonates deeply with me—one that extends beyond personal development to encompass my role as a man and a father.  I firmly believe that continuous self-investment is the cornerstone of personal evolution. Whether it's acquiring new skills, gaining knowledge, or nurturing talents, every investment made in oneself is a step towards becoming the best version of oneself.  This ethos holds particular significance for me as a father. I understand that by prioritizing my own growth and development, I set a powerful example for my children. It's through this demonstration that I instill in them the importance of self-improvement and the limitless potential that lies within each of us.  For me, investing in oneself isn't just a choice; it's a necessity—an integral part of the journey towards fulfillment and success. And as I continue to invest in myself, I do so not only for my own advancement but for the legacy I leave behind for my children and future generations.  In essence, self-investment isn't just a means to personal growth; it's a legacy of empowerment—a testament to the transformative power of belief in oneself.

"In essence, self-investment isn't just a means to personal growth; it's a legacy of empowerment—a testament to the transformative power of belief in oneself."

SR: You seem to have more energy behind this specific company compared to other companies you've built. Is that a fair assessment? If so, what's different about this venture?

BN: The energy I poured into this launch was driven by an immense sense of excitement—a feeling that continues to fuel me as I witness the gradual success unfolding, both locally and abroad, particularly in Italy. It's a validation that what I have to offer transcends borders and cultures—that I possess something truly extraordinary.  The success I've been experiencing in Italy fills me with pride and confidence. It's a testament to the universal appeal and quality of my brand, reaffirming my belief that I'm onto something special.  This sense of accomplishment serves as a powerful motivator, propelling me forward with renewed vigor and determination. With each milestone reached, I'm reminded that I'm not just building a brand; I'm creating a legacy—one that resonates with people from all walks of life, across continents.  As I continue on this journey, I carry with me the excitement and energy that fueled the launch, channeling it into every endeavor and every interaction. With Italy as a shining example of the potential that lies ahead, I'm more determined than ever to see my vision through to its fullest realization.

"I'm not just building a brand; I'm creating a legacy..."

SR: For those of us that don't know, what is Rich Rome Apparel? And is Rich Rome and Lusso the same thing?

BN" Rich Rome Apparel is poised to redefine luxury with a high-end brand that rivals the best in the industry. Our vision is to offer premium casual and comfortable wear for everyone, ensuring that luxury is accessible to all.  At the heart of our brand is Lusso, a design curated under Rich Rome Apparel. Lusso, meaning 'luxury' in Italian, embodies the essence of our brand—elevating everyday attire to an expression of opulence and sophistication. In Rome Lusso signifies a luxury empire; Rose Lusso signifies luxury flower. Through Lusso, we invite everyone to experience life through the lens of luxury—a lifestyle where every moment is cherished and celebrated.  But luxury, for us, isn't confined to material possessions. It encompasses the very essence of existence—living itself is a luxury. With Rich Rome Apparel, we aim to redefine luxury as a state of being, a celebration of life's richness in all its forms.  In addition to our apparel line, we're thrilled to unveil Rich Lips Cosmetics on the same day. Rich Lips offers a range of lip products, including lip gloss, lipstick, and liquid lipstick. Each product is crafted to complement and enhance the natural beauty of every wearer, empowering individuals to express themselves with confidence and flair.  With Rich Rome Apparel and Rich Lips Cosmetics, we're not just launching products—we're launching a lifestyle. Join us on this journey as we redefine luxury, one moment at a time.

"... But luxury, for us, isn't confined to material possessions. It encompasses the very essence of existence—living itself is a luxury."

SR: I noticed something special at your launch. You had another designer, your brother, with clothing for sale. That was great to see. His trucker caps were on sale, but yours weren't. Can you share the reason behind that logic?

BN: At Rich Rome Apparel, we're not just about launching brands—we're about fostering a community of support and collaboration. Alongside Rich Rome Apparel, my brother is unveiling his own brand, Nace Apparel, on our platform.  The decision to showcase both brands together stems from our shared belief in unity and mutual success. We understand that we're stronger together, and by joining forces, we amplify each other's impact.  As a testament to our solidarity, you won't find my trucker hats on the launch roster. It's a deliberate choice, driven by my unwavering commitment to support my brother's venture. In this battle for success, there's no room for competition between family. We're in this together, rooting for each other's triumphs and celebrating every milestone achieved.  At Rich Rome Apparel, our mission extends beyond commerce—it's about building a legacy of collaboration, resilience, and collective prosperity. We invite you to join us on this journey as we pave the way for a new era of entrepreneurship—one where success is measured not just by individual achievements, but by the bonds we forge and the communities we uplift.

"... It's about building a legacy of collaboration, resilience, and collective prosperity.

Boobie Nells, of Rich Rome Apparel, stands with his brother Shaun Commodore, of Nace Apparel, at the Rich Rome Apparel launch in NYC.

SR: How does your fashion line tie into other business ventures you have going?

BN: At the heart of our brand ecosystem lies a common thread—a shared vision of empowerment, luxury, and excellence. Under the umbrella of Rich Rome Group, we've woven together a tapestry of ventures that seamlessly complement and enhance one another.  Rich Rome Apparel embodies our commitment to luxury and style, offering premium casual wear that speaks to the modern lifestyle. Rich Rome Beauty introduces a new dimension of elegance with its range of cosmetics, empowering individuals to express their unique beauty with confidence. And Rich Rome Media ignites the senses with captivating music and videos, enriching our cultural landscape with artistry and creativity.  While each venture stands on its own, they are all interconnected, reflecting our holistic approach to life and luxury. Rich Rome Group serves as the unifying force that ties these ventures together, creating a synergy that amplifies our collective impact.  With Rich Rome Group, we're not just building brands—we're building a legacy. A legacy of innovation, inspiration, and empowerment that transcends boundaries and enriches lives. Join us as we redefine what it means to live a rich and fulfilling life.

"While each venture stands on its own, they are all interconnected, reflecting our holistic approach to life and luxury."

SR: As a Black man, father, and entrepreneur, how important is image, how we dress, for young black men specifically? 

BN: I've always imparted a crucial lesson to my children and the younger generation: the way you present yourself to the world largely shapes how you'll be perceived and judged. Dressing plays a significant role in this presentation.  In our society, perceptions are often formed at first glance, and appearances carry weight. While it's unfortunate that the world can be judgmental, it's a reality we must acknowledge. Therefore, it's essential to be mindful of the image we project, especially through our clothing choices.  By dressing with intention and presenting ourselves in a manner that reflects our values and aspirations, we can influence the impressions we leave on others. Rather than succumbing to negative stereotypes or preconceptions, we have the power to shape our own narrative through our appearance.  This isn't about conforming to societal norms or seeking validation from others; it's about taking ownership of our image and presenting the best version of ourselves to the world. It's about embodying confidence, respect, and self-expression in every outfit we wear.  As we navigate through life, let's remember that our clothing is more than just fabric—it's a form of communication, a reflection of our identity, and a tool for empowerment. By embracing this mindset, we can navigate the world with grace, authenticity, and dignity.

"... Let's remember that our clothing is more than just fabric—it's a form of communication, a reflection of our identity, and a tool for empowerment."

Boobie Nells, CEO of Rich Rome Apparel, models another one of his sweatsuits.

SR: What are some issues in the world you care about?

BN: Among the many issues that weigh heavily on my heart, poverty and hunger stand out as pressing concerns that demand our attention. It's disheartening to witness the staggering number of homeless and starving individuals in our country, especially amidst the backdrop of other health challenges faced by Americans.  The prevalence of poverty and hunger underscores the urgent need for action and intervention. While these issues may seem insurmountable, I firmly believe that every effort, no matter how small, can make a difference. That's why I've chosen not to stand idly by but to contribute in my own way, albeit from the shadows.  Through my platform, I've launched Nells Angels workout gear—a line that not only promotes physical well-being but also supports a greater cause. With each purchase made under Nells Angels, 5% of the proceeds are donated to the American Cancer Society, an organization dedicated to fighting cancer and improving the lives of those affected by this devastating disease.  This initiative represents a small step towards addressing the larger issues of poverty, hunger, and health in our society. It's my way of leveraging my resources and platform to effect positive change and make a tangible difference in the lives of others.  As we strive to build a better future for ourselves and future generations, let us remember the power of compassion, generosity, and collective action. Together, we can create a world where no one has to endure the pain of poverty, hunger, or illness alone.

"The prevalence of poverty and hunger underscores the urgent need for action and intervention."

SR: How has traveling contributed to your growth as a man?

BN: Traveling has been a transformative journey for me, one that has taken me to 23 countries in the span of just five years. What I've discovered along the way is that there's no substitute for firsthand experience and learning directly from the people who call these diverse lands home.  While books and the internet can offer valuable insights, they often pale in comparison to the depth of knowledge and understanding gained from immersing oneself in different cultures and landscapes. There's a richness to the lessons learned from the land itself—a wisdom that can only be gleaned through direct interaction and observation.  Through my travels, I've had the privilege of learning from natives, listening to their stories, and experiencing their way of life. Each encounter has left an indelible mark on me, fostering a deep sense of mindfulness and openness.  Traveling has taught me to approach life with curiosity and humility, to embrace the unknown with an open mind and a willingness to learn. It has shattered preconceived notions and expanded my understanding of the world in ways I never thought possible.  As I continue on this journey of exploration and discovery, I carry with me the invaluable lessons gleaned from my travels—the importance of cultural exchange, the beauty of diversity, and the boundless potential of the human spirit. Through travel, we not only discover new landscapes but also uncover the depths of our own humanity. 

"There's a richness to the lessons learned from the land itself—a wisdom that can only be gleaned through direct interaction and observation." 

SR: If you could work with any person, dead or alive, on any project of your choice, who would you work with and what would the project be?

BN: If there's one individual I'd be honored to collaborate with, it would undoubtedly be Virgil Abloh. His innovative approach to fashion and his ability to seamlessly blend streetwear with high-end luxury have been a constant inspiration to me. Collaborating with Virgil would have been a dream come true and it would've elevated Rich Rome Apparel to new heights.  Outside of the dream to have worked with Virgil, I have a keen desire to collaborate with artists whose music and style resonate with the ethos of Rich Rome Apparel. Nas and Wiz Khalifa are two such artists whose authenticity, creativity, and cultural influence align perfectly with the values of our brand. Their unique perspectives and artistic vision would undoubtedly bring a fresh perspective to our collaborations, enriching the Rich Rome experience for our customers.  While these collaborations may be aspirations for the future, I'm confident that with dedication, persistence, and a shared passion for creativity, they will become a reality. Together, we'll redefine the boundaries of fashion and music, creating a synergy that transcends genres and cultures.  With Nas, Wiz Khalifa, and other visionary collaborators by our side, the possibilities for Rich Rome Apparel are limitless. Together, we'll continue to inspire, innovate, and leave an indelible mark on the world of fashion and beyond.

"Outside of the dream to have worked with Virgil, I have a keen desire to collaborate with artists whose music and style resonate with the ethos of Rich Rome Apparel."

SR: Is there anything else you would like our readers to know? 

BN: As a Buddhist, my journey has been one of profound self-discovery and empowerment. Through the teachings of Buddhism, I've tapped into a reservoir of inner strength and wisdom that has transformed my life in remarkable ways.  The energy I've cultivated within myself is nothing short of remarkable—it's a force that propels me forward, guiding me along a path of positivity, compassion, and purpose. This newfound power has instilled in me a deep sense of motivation to make a positive impact on the world and to help others in any way I can.  Nells, which stands for Never Exempt Living Life Successful, embodies the essence of this journey. It serves as a reminder that no matter what challenges or obstacles life may throw our way, we have the power to rise above them and live life on our own terms. Each day is a testament to our resilience and determination, a step closer to realizing our goals and fulfilling our potential.  With Nells as my guiding principle, I strive to embrace each day as a successful opportunity to grow, learn, and contribute to the well-being of others. It's a philosophy rooted in optimism, self-worth, and the belief that every individual possesses the inherent power to create positive change in the world.  As I continue on this journey, I'm grateful for the teachings of Buddhism and the wisdom they have imparted. May my journey inspire others to embark on their own path of self-discovery and empowerment, knowing that within each of us lies the power to live life to its fullest.

"Each day is a testament to our resilience and determination, a step closer to realizing our goals and fulfilling our potential."

SR: How can people support your new business venture?

BN: People can support my new venture by visiting our website and shopping.

www.Richinrome.com

Boobie Nells sits on the hood of his car sporting another one of his sweatsuits and trucker caps.

I really enjoyed this interview. This brother is absolutely brilliant with a heart of gold and a rich spirit filled with luxury! I hope you all enjoyed this interview just as much as I did. Be sure to visit their website and do some shopping.

Til next time!

Peace & Good Fortune,

SR