Creativity is in everything Giavona Williams does, from her career to her volunteerism and even her name — she is known as simply “G.”
As a Navy veteran, creative entrepreneur, and cultural advocate, Williams believes deeply in the power of storytelling to build stronger, more connected communities. It’s her contribution to the business and creative landscape of Tallahassee that has earned her a position on this year’s list of Tallahassee’s 25 Women You Need to Know.
Originally from Pennsylvania, Williams studied at the S.I. Newhouse School of Public Communications at Syracuse University, earning degrees in design, African American studies, and Spanish. Professional work took her to New York City and Oprah Magazine.
But after a few years of New York life, she decided to try for a spot in special warfare with the U.S. Navy. “My dad and uncle both served,” she explains, “and I wanted to see if I could do it, too.”
She could, and soon found herself stationed in Pensacola. An injury ended her military service, so she set her sights on returning to creative work, this time in Tallahassee at the Florida Association of Insurance Agents, where she served as Creative Manager before joining the ranks at BowStern and then Sachs Media Group.
Ten years ago, Williams founded her own advertising agency, Grova Creative. “In Latin, grova means ‘grove,’ which is perfect because everything we do is around growth and blooming,” she explains. “I’ve seen too many incredible businesses go unnoticed because they didn’t know how to express who they really are. I believe brands deserve to feel as confident as the people behind them, and I love helping them show up that way.”
The work pays off. In 2025, Grova Creative won Best of Show, Best Cinematography, Best Logo Design and 7 gold ADDYs from the American Advertising Federation of North Florida, which honors the best creative in that region.
From 2022-2023, she served the organization as the first Black Governor of Advertising for the state of Florida and the Caribbean. She currently serves on the national board of the American Advertising Federation as Eastern Region Chair.
Williams energetically serves the Tallahassee community, as well. She is a member of the Board of Directors of the Council on Culture and the Arts (COCA) and serves on the Greater Tallahassee Chamber of Commerce board of directors.
Grova Creative is a proud sponsor of Young Actors Theatre, and Williams strives to make space for creatives everywhere. “For me, the accomplishment isn’t just business growth. It’s building something sustainable that creates opportunities for other creatives — and fostering an environment where culture and work family come first.”
When asked about what inspires her, she answers simply. “It’s the people. My team brings passion and creativity that constantly pushes us forward, and their heart is always in it. Our clients bring dreams they’ve worked so hard to build. Being trusted to help shape those dreams and seeing that growth unfold both externally and internally is what makes this more than just work.”
People have been part of her journey, as well. “If I had to name the most consistent influences in my life, it would be my mother and my husband. They have been there through every stage of my business journey, from the late nights and self-doubt to the risks, growth, and milestones. Their belief in me, especially in moments when I questioned myself, has made a profound difference.”
You may see Williams and her husband riding motorcycles around town, a hobby they have shared for over 14 years. But she won’t share her favorite place to ride. “Then everyone would know,” she laughs.
Most importantly, she values time with family and their two dogs. “Whether it is a laid-back weekend at home or exploring somewhere new, that time keeps me grounded and reminds me why I work hard,” she says.
As a Tallahassee transplant, Williams is happy with where she landed.
“My favorite aspect of life in Tallahassee is the sense of connection. It is big enough to create opportunity, but small enough that relationships truly matter. I have been able to build a business and collaborate with incredible people all within the same community,” Williams said. “There is something special about living and working in a place where you can see the impact of your efforts and feel genuinely connected to the people around you.”
(This story was updated to correct an inaccurate spelling for Giavona Williams in a headline).
This article originally appeared on Tallahassee Democrat: 25 Women for ’26: ‘G’ Williams puts creativity to work in community
Reporting by Heather Fuselier, Special to the Tallahassee Democrat / Tallahassee Democrat
USA TODAY Network via Reuters Connect
