Novum Brands may be relatively new on the sex toy scene, but there’s nothing green about George Gatziaris and Vadim Daysudov, who together founded, own and helm the business.
The pair first met while working for an adult products distributor. As they learned the ropes of the pleasure space and became experts behind the scenes, they realized they were both more suffused with entrepreneurial spirit than a desire to climb the corporate ladder. Driven by their shared amazement at the transformative power of high-quality pleasure toys, they struck out on their own with a small team of like-minded staffers.
Our team members’ contributions are vital to the overall success of Novum, from creating appealing products to ensuring excellent customer service.
“The birth of Novum was fueled by George and Vadim’s passion for sexual wellness and their vision of a world where everyone feels empowered to explore and embrace their sexuality in a healthy, shame-free way,” says Novum CMO Melinda Gatziaris. “Starting Novum allowed them to implement their standards and values and maintain control over product quality, manufacturing processes and ethical considerations.”
The result was Novum’s dual product lines: Privé, a boutique-style luxury brand; and Wild Pop, a colorful collection of playful classics.
Packaged in gold-accented black, Privé is aimed at audiences with higher standards and bigger budgets, Melinda Gatziaris explains. The company’s goal, she says, was to help Privé stand out from the crowd as an immediately recognizable, top-shelf brand with premium pricing that reflects the company’s investment in design, materials, technology and brand reputation.
“The materials selected for the Privé line were picked for their durability and luxurious feel,” the CMO notes. “The technology in this line enhances users’ experience and adds a sense of sophistication, while the sleek, elegant designs prioritize aesthetics and functionality.”
Those designs include unique wands, powerful bullets and multiple dual-stim products in demure shades of purple, black and teal.
By contrast, Wild Pop is intended to appeal to customers looking to explore their sexuality in a playful yet affordable way, with lower price points and vivid colors that are hard to miss on store shelves. Mini wands, slim G-spot vibes and cutesy bullets round out this bright, fun collection.
“Despite their lower price point, Wild Pop toys incorporate innovative features that enhance pleasure and versatility,” says Melinda Gatziaris. “While affordability was our main focus on this line, Wild Pop vibe products are crafted from high-quality, body-safe materials. The lower prices don’t compromise the line’s unique styles, quality or functionality.”
She adds that the Wild Pop ethos celebrates all bodies, identities and forms of sexual expression.
Headquartered in New York and Florida, Novum focuses on affordable quality for consumers with a B2B-centric business plan. George Gatziaris handles logistics and oversees manufacturing, while Daysudov handles inventory and coordinates shipping and distribution. Both men take an active, daily role in crafting a positive work culture for their modest but growing team of seven employees, who service Novum’s main markets in Canada and the U.S. — though CMO Gatziaris is hopeful for international expansion in the near future.
“Our team members’ contributions are vital to the overall success of Novum, from creating appealing products to ensuring excellent customer service,” she boasts of her employees.
Novum staff leave no stone unturned. They work on product design, development and testing, create promotional strategies, identify target audiences, increase brand awareness, manage social media platforms to stay on top of trends, and coordinate product training and trade show appearances with retailers or distributors.
“Novum plans to participate in all relevant health and wellness-related shows to market our products,” affirms Melinda Gatziaris. “We are currently working with influencers to share updates about our brand, product launches and industry insights to engage with B2B customers. We provide samples of our products to B2B prospects, such as distributors, for evaluation, and we also use direct marketing to retailers.”
Beyond product success, Novum Brands represents the freedoms afforded to those who work in the pleasure industry, especially those who dare to chase their wildest dreams.
“George and Vadim started Novum because they both wanted to create something unique,” recalls Melinda Gatziaris. “Starting their own product line allowed them to unleash their creativity.”
Wherever you are in the world, George Gatziaris and Vadim Daysudov want to make one thing clear: Novum Brands is a name to watch. The co-creators have hinted at new product launches, new distributor relationships and the debut of a European retail presence.
Perhaps most of all, Gatziaris and Daysudov hope their passion for pleasure products and good business is passed along to all they encounter on their industry journey.
“George and Vadim wanted to immerse themselves fully in an area they were both enthusiastic about, where there would be nothing to hold them back,” reflects Melinda Gatziaris in conclusion. “Their passion drove them to embark on a mission to create a brand that prioritized education, inclusivity and product excellence.”
