About Us

Novela was founded in 2021 to support couples through one of life's most important milestones, while helping small business owners thrive in the wedding industry.  Our mission is to make the world a kinder, gentler, more joyful place by helping couples celebrate their love with one another and their family, friends and community.

Our Raison d'Etre

A wedding celebration is one of life's most important milestones, creating a lifetime of beautiful memories and setting a foundation for the support of a loving community.

The process of planning a wedding has historically been challenging and stressful for a variety of reasons, many of which are completely avoidable but exist at an industry-wide level and require wholesale structural change.

Our Story

Novela was founded in Charlottesville, Virginia in 2021 by Adam Healey, a lifelong Internet entrepreneur, teacher, and startup mentor.

Previously, Adam was the founder of Borrowed & Blue, a wedding website that was acquired by Zola in 2017; and hotelicopter, a hotel search engine that was acquired by Roomkey in 2011. He is a proud DoubleHoo (Darden '05, McIntire '97), and lives in Charlottesville, Virginia with his wife Natasha and their melange of furry animals.

So, are you ready to start planning your dream wedding?

Our concierge team is here to help you every step of the way.