Novela was created to modernize the wedding planning process and help couples love their journey.

Our Story

Novela supports 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 through our work of helping couples celebrate their love and commitment to one another.

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.

Our Core Values

Love is love.

Love is service.

Love is 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.

Enter Novela.

We exist to elevate the wedding planning experience for couples and vendors alike, so we may successfully launch couples on their journey while aiding the hard-working small business owners that faithfully serve and support the wedding industry.

In all of this, we aim to make the world a kinder, gentler, more joyful place, in ways big and small, in everything that we do, each and every day.

Come Help us Build an Amazing Company.

We're committed to making a positive impact through our work. Join us!

Explore Career Oppurtunities

The Novela Love Pledge

At Novela, love is love. Each one of our trusted vendors signs our Love Pledge, so we ensure we’re building a wedding community founded on acceptance, understanding and respect.
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