Welcome to Novelloo – your partner for a better, simpler life!
At Novelloo, it’s about more than just shopping – it’s about community and conscious choices for a better future. As a true family business from Santa Monica, California, we understand what makes a house feel like home. That’s why we offer you a carefully curated selection of high-quality products: from timeless interior pieces and smart home solutions to elegant fashion for women and men.
Sustainability is at the heart of everything we do, because we care about the world we’re leaving behind for the next generation. Through smart partnerships with carefully selected suppliers worldwide, we’re able to bring you top quality at fair prices – without unnecessary storage or transport costs that harm our environment. In this way, we combine responsible action with the best shopping experience for you.
What makes Novelloo special?
✔ True community
Become part of our family of conscious consumers who are working together to create a better world.
✔ Quality meets price
Carefully selected products of the highest quality at unbeatable prices – because your trust is important to us.
✔ Personal service
Our team is here for you—with the warmth and expertise that only a family business can offer.
✔ All in one store
From trendy fashion to smart home solutions— discover our diverse range of products for the whole family.
Where it all began
2018
In 2018, under the California sun in Santa Monica, Olivia and James opened a small boutique with one belief: fashion and home decor should be timeless, inspiring, and sustainable. They didn’t want to follow fast trends — they wanted to help people create wardrobes and homes that tell a story. That same year, as they prepared for the arrival of their daughter Maya, their dream became more than a business: it became a promise to build a future rooted in beauty, responsibility, and love.
A Community Takes Shape
2019-2021
As Maya grew, so did the boutique. Neighbors came not only to shop but to connect, finding pieces that elevated both their style and their living spaces. What began as a local shop became a community of people who valued design with meaning. By 2021, Olivia and James introduced a refreshed brand identity — a modern, sustainable vision that seamlessly blended fashion and home decor, inspiring customers to live beautifully, every day.
Family First, Going Online
2022
When their son Ethan was born, Olivia and James felt the pull of family life more than ever. They wanted to be present for their children while still sharing their passion with the world. The answer was bold but clear: move entirely online. No longer tied to a physical storefront, they could balance family and business while bringing their collections to homes and wardrobes across the country. Novelloo grew from a neighborhood boutique into a nationwide destination for conscious living.
Growing With You
2023 - Present
Today, Novelloo continues to evolve with the same values that sparked its beginning. What started as a family dream has become a brand that reaches people across the world — uniting those who believe their home and style should reflect who they truly are. Every collection is designed to inspire, every product chosen with care, and every step guided by sustainability. From Santa Monica to your doorstep, Novelloo is here to help you dress your life and home with intention.
About us
The faces behind Novelloo
Behind Novelloo lies a special story: what began almost 8 years ago as a small boutique in Santa Monica is now a thriving online destination for fashion and home decor. Back then, Olivia and James took the leap into entrepreneurship while expecting their first child, Maya.
Since then, not only has their son Ethan joined the family, but their business has grown alongside their children. “They’re practically growing up with Novelloo,” Olivia often says.
The shift to online gave them more time for family while allowing them to reach customers across the country. “We wanted to make sustainable style and living accessible to more people,” James explains. Today, Novelloo continues to embody that vision — timeless, conscious, and designed to inspire.
Do you have questions about our products or your order? Contact us anytime by email at info@novelloo.com, visit our contact page, or take a look at our FAQ — we are here for you!