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Devin: What is your superpower?

Roberto: Ability to “channel empathy” as the key skill that drives his success.

When Roberto Milk, Co-founder and CEO of NOVICA and Handmade.com, and his friends were still in college, they dreamed of building a business that could change the world. Today, they’re achieving that vision at scale by empowering artisans in developing economies to sell their handmade goods directly to consumers. Since its launch over 20 years ago, NOVICA has sent over $142 million to more than 10,000 global artists.

“We wanted to figure out a better way [for artisans] to access the market,” Roberto explained. “We built a system around being close to the artists through these Artisan Empowerment Hubs.”

These hubs—located in countries like Bali, Brazil, Peru, and Guatemala—allow artisans to set their own prices, access 0% interest microcredit, and retain control over their creations. The model also preserves cultural heritage by sustaining endangered art forms while fostering economic independence for artisans, many of whom are women supporting families in their communities.

Roberto’s personal connection to this mission is rooted in his family history. “My grandmother on my Peruvian side was an artisan,” he shared, revealing his understanding of the challenges talented creators face. Artists are often geographically distant from buyers and hampered by middlemen, leading to slim profits despite their valuable craftsmanship. NOVICA addressed this gap by restructuring supply chains and creating digital tools to remove barriers for artisans.

Now, NOVICA is raising capital for its next phase of growth by broadening investor participation through a StartEngine campaign. On the platform, anyone—not just accredited investors—can invest in NOVICA for as little as $300. Investors also gain perks like discounts or elevated customer status on NOVICA’s website. “It’s almost like democratizing on the investment side,” Roberto said, emphasizing how the crowdsourcing model aligns with the company’s mission.

Driven by their success, Roberto and his team recently launched Handmade.com, a complementary marketplace that leverages AI to help artisans manage their own product listings, allowing NOVICA to scale globally.

“We’re eyeing the $100 million mark,” Roberto shared. “With Handmade.com and other innovations, we’re positioned to grow quickly while staying true to our mission.”

By building solutions that uplift global artisans, NOVICA demonstrates how social entrepreneurship can make a lasting difference—preserving culture, creating livelihoods, and connecting communities.

tl;dr:

NOVICA empowers artisans globally, sending them $142 million via artist hubs in 10 countries.

Roberto Milk’s family connection inspired the creation of NOVICA to disrupt traditional supply chains.

NOVICA is scaling through a StartEngine campaign, allowing anyone to invest for as little as $300.

Handmade.com expands NOVICA’s mission by using AI to help artisans self-manage product listings.

Roberto credits “channeling empathy” as key to overcoming obstacles and driving social impact success.

How to Develop Channeling Empathy As a Superpower

When asked about his superpower, Roberto identified the ability to “channel empathy” as the key skill that drives his success. “The process of building a social impact company is really hard,” he explained. “Channeling empathy...has helped us push through and succeed because there was no plan B.”

Empathy is at the heart of the NOVICA model. By deeply listening to artisans’ struggles, needs, and dreams, Roberto and his team designed solutions that respect their craft, such as creating empowerment hubs that treat artists like “queens or kings.” These hubs provide not only financial tools like microcredit but also dignity, collaboration, and access to global markets, enabling artisans to thrive.

One artisan, Leoncio Tinoco, an award-winning master weaver from Peru, struggled to make a living despite his expertise. NOVICA commissioned him to create a stunning tapestry depicting the iconic Afghan refugee girl from a National Geographic cover. The project brought Leoncio much-needed income and connected him with global recognition. The finished piece now resides at National Geographic’s headquarters, symbolizing the power of empathy to change lives.

Tips for Developing Empathy as a Strength:

Listen Intentionally: Take extra time to fully understand others’ words, emotions, and perspectives before responding.

Practice Awareness: Be open to inspiration from conversations, meetings, or everyday experiences.

Focus on Impact: Prioritize solutions that help others thrive while preserving dignity and culture.

Build Relationships: Collaborate with individuals as partners in shared success, not just as contributors to your goals.

By following Roberto’s example and advice, anyone can make channeling empathy a skill. With practice and effort, this could become a superpower that enables greater impact in the world.

Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!

Guest Profile

Roberto Milk (he/him):

Co-founder & CEO, NOVICA & Handmade.com

About NOVICA & Handmade.com: NOVICA is an established, mission-driven leader in the global artisan marketplace, with over $20M in revenue and global infrastructure already in place. Handmade.com is its new growth division, built to scale that foundation through a social, video-first platform designed for discovery and direct connection. Powered by authentic from-the-workshop maker videos and curated influencer collaborations, Handmade.com is built for scale and positioned to lead the next era of story-driven global commerce. Backed by NOVICA’s track record of delivering $142M+ directly to makers, it unlocks powerful network effects between artisans, tastemakers, and consumers worldwide.

Website: handmade.com

Company Facebook Page: facebook.com/novica

Other URL: startengine.com/novica

Biographical Information: Roberto is an industry pioneer and expert. The Schwab Foundation named him an Outstanding Social Entrepreneur, the World Economic Form recognized Roberto as a Young Global Leader, The Young Presidents Organization awarded him a Global impact Award, Cause Artist named him one of its 40 Social Entrepreneurs to Watch, and América Economia awarded him their Cultural Preservation Award. Prior to co-founding NOVICA in 1999, Roberto worked as an investment banker for Prudential Securities, where he helped raise more than $1 billion in capital markets transactions, M&A transactions, and venture capital financing. He graduated with honors from Stanford University in 1995, with an AB in International Relations.

LinkedIn Profile: linkedin.com/in/roberto-milk-1686/

Instagram Handle: @robertomilk1

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