About Us

Whom we choose to marry is perhaps the most consequential decision of our lives, and thus 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. Herein lies Novela's mission: to help couples celebrate their union as harmoniously and gracefully as possible, while helping wedding vendors simplify and streamline their client acquisition processes.

Novela was founded in Charlottesville, Virginia in 2022 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.

Our company is supported by an incredible team of dedicated, amazing people working together to create a better wedding industry for the benefit of all humankind. Interested in joining us?  Check out our current job openings here.