A journal for things that shouldn't exist, but do.

Novum is Latin for “a new thing.” This journal finds the companies, technologies and ideas that make you stop and ask: wait, how is that possible? From startups founded last year to giants that learned to reinvent themselves.

Every story asks the same questions. What does this company actually do? Why does it work? And what could stop it? No funding-round gossip, no jargon, just remarkable businesses explained clearly and written with care.

The sections

The Profile is the deeper story of one company: how it started, who built it and the strategy behind it. Small Wonders are quick discoveries from the edges of innovation. The Quiet Giant is an established company doing something surprisingly cool. Why It Works breaks down one clever business model.

Who's behind it

Novum was co-founded in London in 2026 by Sarah Hannuna and Roxani Christopoulou, two business students. It was built from a simple need: one place for the most interesting startups and innovation stories. Novum is a women-led company.