About Us

Nova24 is a brand born from the same values and vision of its predecessor, yet with a refined focus that reflects its evolution and growth over the years. Founded in 2009 by mother-daughter duo Olivia and Emma in the picturesque village of Ashford, England, NovelleTheLabel continues the legacy of empowering women through thoughtful design and exceptional craftsmanship.

The name NovelleTheLabe is inspired by the French word "Elle," meaning "she," celebrating the strength, elegance, and individuality of women. It’s a brand that embraces the multifaceted lives of women everywhere, offering designs that effortlessly adapt to their dynamic lifestyles.

At its core, NovelleTheLabe is built on the belief that clothing is more than just fabric it’s an expression of individuality, beauty, and strength. Olivia, with her impeccable eye for detail, envisioned clothing that didn’t just make women look good but made them feel confident, comfortable, and radiant. This vision has remained at the heart of the brand, now carried forward by Emma, who creates timeless yet modern pieces with a forward-thinking sensibility.

Handmade with precision and care, NovelleTheLable's pieces blend luxurious fabrics with sophisticated tailoring, ensuring each design is both beautiful and functional. Whether worn during everyday moments or for special occasions, every item in the collection is designed to make women feel like they are wearing something truly special.

As the brand evolves, NovelleTheLabe remains committed to quality and craftsmanship. Each collection reflects a perfect balance of comfort and elegance, designed to transition seamlessly through every part of a woman’s day whether it’s the office, a weekend getaway, or a night out.

Today, as Emma continues to carry forward the legacy her mother started, ElleTheLabel remains grounded in its founding principles of quality, style, and the power of connection. For every woman who wears a piece from ElleTheLabel, it’s not just about fashion it’s about embracing the story of love, strength, and the beautiful bond between mother and daughter.