With a mission to empower artisans and preserve culture worldwide, NOVICA has become one of the largest handmade gift and home decor websites in the world, selling the works of thousands of artisans and featuring over 50,000 limited edition works of art. NOVICA was founded in 1999 and is headquartered in Santa Monica, California, with regional artisan empowerment hubs in Asia, Africa, and Latin America.

Our priority is to honor individuals demonstrating their cultural heritage on the National Mall during the annual Folklife Festival. All of our work is guided by fair-trade principles. We develop transparent and accountable relationships and pay artisans promptly and fairly. By providing training to those who are new to selling on a global scale and inviting past participants to sell their work on consignment, we extend our support beyond the life of the two-week Festival.