Feature
NOVICA
Gives Global Artists a Voice TexT by eLLeN georgiou PhoTograPhy courTesy oF Novica
Roberto Milk, Co-Founder and CEO of NOVICA, says the Since co-founding the company, Roberto has received many “Ah-ha” moment came while in a Portuguese class at Stanford awards and honors for NOVICA, including being chosen as a University. The professor was explaining to the class how dif- Young Global Leader by the World Economic Forum and being ficult it was for traditional Brazilian artists to make a living off recognized by the Schwab Foundation as a Social Entrepreneur their craft and Roberto says this just didn’t sound right. He knew of the Year. there had to be a way. Today NOVICA stands as a model for social entrepreneurism. After graduating Roberto went on to work as an investment It partners with National Geographic, UNICEF, Grassroots banker but says the idea of giving artisans around the world a Business Fund, the online lending nonprofit KIVA, and its misglobal platform stayed with him. sion of empowering, connecting, preserving has been cemented “I knew there was a way to empower artists in developing coun- by a new ethos: Global Happiness. tries, connect them with the rest of the world and also help “Who wants to make art for middlemen?” says Milk. preserve local traditions and craftsmanship,” says Milk. “They have all the control, they negotiate down prices, they want “It was the Internet that really gave life to this vision as it gave cheap materials, they water down designs, and they crush creaccess to unique art by master artisans in remote areas around ativity. Does that sound like fun?” the world.” It may not be fun but it’s the dominant system for selling artisans In 1999, NOVICA was born in a Los Angeles basement (www. work worldwide and one Milk decided to change. novica.com). It is an e-commerce site that allows artisans In the NOVICA system artisans set their prices, tell their stoaround the world to set their prices and sell their art directly to ries, and earn real-world recognition for their artwork. This way consumers. This includes jewelry, art, ceramics, clothing and they generate a lot more income and are also a lot happier in home furnishings. NOVICA provides detailed information and the process. bios on each artisan and cuts out the middleman to establish “We are channeling that happiness. Spreading it through artia direct global connection that supports entrepreneurs and san communities and into collectors’ homes worldwide. From small business in Peru, Brazil, Central America, Mexico, India, a buyer perspective, it is a lot more interesting to know who they Thailand, Bali, and West Africa. are buying from and feel the attachment and positive energy In the past 16 years, NOVICA has given back almost $65 million from the hands that created it. This way, we’re not just selling dollars to artisans worldwide and provided quality, one-of-a- art, we’re spreading happiness.” kind handmade art to consumers in the US. The company also developed a Microfinance Program to supply artists with working capital to grow their businesses. 48
