Novica United

What Novica United does

NOVICA United, Inc. operates a global e-commerce marketplace connecting artisans from 100+ developing countries with international consumers seeking handmade jewelry, fashion, home decor, paintings, and unique gifts. The platform curates 5,000+ products verified by regional sourcing teams across India, Mexico, Peru, Bali & Java, Thailand, and Central America, with localized storefronts serving the U.S., Canada, Germany, UK, and Spanish-speaking markets. The company emphasizes fair-trade practices and reports having sent over $143.8 million directly to artisan partners since inception, supported by certifications from People and Planet First and Green America, and partnerships with the Smithsonian Folklife Festival, Kiva, the International Trade Centre, and Aspen Artisan Alliance.

The business operates on a multi-channel revenue model combining direct-to-consumer product sales (price points from under $50 to over $2,000), wholesale/reseller programs, a corporate gifting vertical, and the Undiscovered Box artisan subscription service. Distribution spans owned e-commerce (novica.com plus regional domains), a B2B wholesale program with login-protected pricing, and the recently launched Handmade.com division (April 2026), which pairs NOVICA's global infrastructure with Goimagine's community-driven U.S.-maker expertise. Marketing relies on content marketing, SEO, YouTube (75,000+ subscribers), a 300,000+ Facebook community, email, earned media, and an affiliate program. The Passport Club loyalty program and curated gift collections support retention and gifting-driven repeat purchases.

The company was founded circa 1998-2000, is headquartered in Los Angeles, California, and operates with 51-100 employees. It has raised $3 million from the International Finance Corporation (2003), acquired Love Goodly (2020) and oneNest (2003), and announced a 2026 crowdfunding campaign targeting $74.1 million — an amount that materially exceeds typical Regulation Crowdfunding caps and raises disclosure concerns. No parent company, institutional venture backing, or revenue figures are publicly disclosed.

Name

Novica United

Legal name

NOVICA United, Inc.

Website

https://novica.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

NOVICA United operates a global e-commerce marketplace connecting artisans from 100+ developing countries with international consumers, offering handmade jewelry, fashion, home decor, paintings, and gifts through B2C, wholesale, corporate gifting, and subscription channels.

Ownership category

akta.pro rank

Product category

Artisan Handmade Goods Marketplace

NAICS

Art Dealers (459920), Clothing and Clothing Accessories Merchant Wholesalers (42435), Furniture Merchant Wholesalers (42321), Wholesale Trade Agents and Brokers (4251)

SIC

Jewelry, Silverware & Plated Ware (3910), Wholesale-Apparel, Piece Goods & Notions (5130), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Jewelry, Watches & Luxury Goods Marketplaces (CRAFABAK)

akta.pro secondary industries

Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD), Personalized, Custom & Monogrammed Gifts Retail (CRALAJAC)

Keywords

• Handmade artisan marketplace
• Fair trade e-commerce
• Artisan home decor
• Handcrafted jewelry retail
• Global gift marketplace

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales (B2C): NOVICA sells handmade products directly to consumers through its e-commerce platform, generating revenue from individual transactions with product pricing ranging from under $50 to over $1,000 for premium items like paintings and jewelry.
2. Wholesale/B2B Sales: NOVICA offers wholesale pricing for business customers who resell artisan products, with dedicated wholesale login and pricing tiers.
3. Corporate Gifts Program: NOVICA provides corporate gifting solutions for businesses, targeting enterprise clients seeking unique handmade gifts for clients and employees.
4. Artisan Subscription Box: NOVICA operates 'Undiscovered Box', a subscription box service featuring artisan products delivered periodically to subscribers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Novica United operates a global e-commerce marketplace connecting artisans from 100+ developing countries with international consumers, offering handmade products across jewelry, fashion, home decor, paintings, and accessories. The platform facilitates direct producer-to-consumer sales with verified fair-trade practices, complemented by wholesale, corporate gifting, and artisan subscription box channels.

Product overview

NOVICA is a global artisan marketplace operating as a unified e-commerce platform that connects artisans from developing countries with international consumers. The core platform (NOVICA Marketplace) serves as the main product, complemented by Handmade.com for U.S.-focused makers, and the Artisan Subscription Box for curated discoveries. Additional offerings include the Passport Club loyalty program, Gift Cards, Curated Gift Boxes, Build Your Own Gift Sets, Wholesale Program, and Catalog Collection. The platform features extensive product categories spanning Jewelry, Fashion & Clothing, Home Decor, Paintings, Clean Beauty, and Unique Gifts, with products sourced from artisans across regions including Africa, The Andes, Armenia, Bali & Java, Brazil, Central America, Costa Rica, India, Ireland, Mexico, Silk Road, and Thailand. NOVICA emphasizes fair trade practices and has facilitated over $143.8 million in payments to artisans.

Differentiator

Problem solved

Functional benefit

Products and services

• NOVICA Marketplace Core e-commerce marketplace connecting global artisans from developing countries with international consumers, offering handcrafted products across jewelry, fashion, home decor, paintings, and accessories. Targeted at individual shoppers and gift buyers worldwide.
• Artisan Subscription Box (Undiscovered Box)

Quantifiable outcome

• $143.8 million+ sent directly to artisans
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered flagship, core, strategic and regional.

• Smithsonian Folklife FestivalflagshipStrategic or Co-development PartnerNOVICA artisans recognized as master craftsmen and featured in partnership programs with the Smithsonian Institution's Folklife Festival, lending credibility and prestige to the artisan community.
• Aspen Artisan AlliancecoreStrategic or Co-development PartnerPartnership with Aspen Artisan Alliance supporting artisan development and market access for traditional craft communities.
• KivacoreStrategic or Co-development PartnerPartnership providing microcredit support to artisans through Kiva's platform, enabling financial access for artisan entrepreneurs in developing countries.
• International Trade CentrecoreStrategic or Co-development PartnerPartnership supporting NOVICA artisans through ITC programs that enhance market access and trade capabilities for small producers in developing economies.
• GoimaginestrategicGTM or Marketing PartnerStrategic partnership bringing Goimagine's community-driven U.S.-maker expertise to Handmade.com (NOVICA division), combining NOVICA's global infrastructure with Goimagine's domestic artisan network.
• Cofoce (Guanajuato)regionalStrategic or Co-development PartnerPartnership with Guanajuato state's export promotion agency Cofoce, supporting Mexican artisans in the region to access international markets through NOVICA's platform.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/novica/videos
• Facebookfacebook.com/novica
• Xx.com/NOVICA
• LinkedInlinkedin.com/company/146791

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novica United