National Geographic & NOVICA Form a Strategic Alliance


National Geographic and NOVICA have entered into a strategic alliance. Under which terms, National Geographic has become a 19% shareholder in NOVICA.  National Geographic will provide NOVICA with relevant content from its vast editorial resources, cross-marketing support, and access to its commerce channels. Rick Allen, president and CEO of National Geographic Ventures, will serve on NOVICA’s board of directors.

“For more than a century, National Geographic has enabled hundreds of millions of people to travel to the far corners of the globe — at least in their armchairs. NOVICA makes it easy for individuals to experience another culture through its art,” said Rick Allen. “Both organizations help make the world a smaller place by easing interactions across the divides of geography and experience. And by improving financial stability for artisans who have long struggled to maintain their traditional crafts and cultures, we are helping to keep our shrinking planet vibrantly diverse.”

Rick Allen with Artist
NOVICA Artist, Nestor Lopez presenting Rick Allen with a special painting to mark the alliance during a trip to our Peru office.

“Around the world, National Geographic is such a powerful name, and their participation in NOVICA marks a pivotal milestone in our initiative to preserve culture and empower artists worldwide,” said Armenia Nercessian, NOVICA’s Co-Founder and President of International Operations and former United Nations Human Rights Officer. “With this alliance, we will collaborate with National Geographic to connect world artisans with consumers interested in learning about their lives, traditions, and regions.”


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