ARTIST PROFILE: Yovel Riches

By Milton Kirby | Truth Seekers Journal | Artist Profiles Series

Yovel Riches (born Virginia Rodriguez) did not set out simply to succeed in sales. She set out to redeem it.

Writing and publishing under the name Yovel Riches—a pen name that is also her corporate and creative identity—Rodriguez stands at the intersection of entrepreneurship, ethics, and personal transformation. She is the author of I AM, In the Becoming! 28 Days of Healing a reflective work rooted in faith, resilience, and self-discovery, and the founder of Yovel Riches Industries, a company built to restore trust in an industry she once watched become tainted and mistrusted.

From Survival to Purpose

“I was once a young woman, unsure of the answers and far from perfect,” Rodriguez writes. “I didn’t have it all figured out, nor did I pretend to. But deep within, I knew there was more to me than the circumstances I had been born into.”

That belief—quiet, persistent, and rooted in faith—became the throughline of her life’s work.

With more than 23 years of experience in sales, Rodriguez witnessed firsthand how aggressive tactics and opaque practices eroded confidence between businesses and the people meant to serve them. Rather than walk away, she chose to rebuild the model entirely, launching Yovel Riches, LLC with a mission grounded in transparency, advocacy, and restoration.

The name Yovel comes from the Hebrew transliteration of “Jubilee,” symbolizing renewal, release, and financial restoration—principles that anchor both her business philosophy and her personal journey.

A Record of Results—and Responsibility

Rodriguez’s success is not theoretical. Her professional track record includes helping scale and sell a company for $308 million to Tilman Fertitta, owner of the Houston Rockets. Yet she is quick to redirect the spotlight.

Her guiding principle is simple and unwavering:
“What you do for others, God will do for you.”

At Yovel Riches Industries, the focus is on small and medium-sized businesses—the backbone of local economies and communities. Rodriguez recognizes that the first five years of a business are often the most fragile. Entrepreneurs may have vision and skill, but face gaps in operations, compliance, financial management, and strategic planning. Her work exists to bridge those gaps with clarity and care.

Services with Soul

Yovel Riches Industries offers a suite of relationship-driven services designed to protect and empower business owners:

Credit Card Processing
Transparent, ethical, relationship-based processing that prioritizes trust and sustainable growth.
Business Capital Loans
Tailored funding solutions for businesses at every stage, guided by strategy rather than pressure.
Sales Development
Professional guidance to elevate sales operations and long-term growth strategies.
Consultations
Personalized, 100% free assessments rooted in Rodriguez’s experience as a serial entrepreneur and industry expert.

Each offering reflects the same philosophy: when businesses are protected and guided, entire communities flourish.

The Artist Behind the Enterprise

As Yovel Riches, Rodriguez’s artistic voice is inseparable from her entrepreneurial mission. I AM, In the Becoming! 28 Days of Healing is not a departure from her business work—it is its spiritual companion. The book traces the internal work required to move beyond trauma, limitation, and scarcity into purpose and alignment.

Her story is not one of overnight success, but of intentional becoming—faith meeting discipline, experience meeting service.

In redefining sales, Virginia Rodriguez has also redefined success itself: not as accumulation, but as restoration. Not as dominance, but as stewardship. And not as arrival, but as a continual, faithful becoming.

To get your copy of the book:

Amazon