We had the good fortune of connecting with Novella Spann Courtney Robinson and we’ve shared our conversation below.

Hi Novella Spann, can you walk us through the thought-process of starting your business?
I (Novella) have always touched the apparel business in some form or fashion, from sales, and buying to owning a brick-and-mortar. Courtney and I met several years ago and our client relationship turned into friendship and authentically developed into a partnership. Courtney, always driven by fashion and following trends would reach out with questions and thoughts with a desire to design a collection and those conservations morphed into the development of Fedem Theory. We had a unified vision of being able to be powerful professionally but also being able to embrace our sexy, alluring fun side. As we both scoured the market there was a miss in finding quality and style at a reasonable price.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Fedem Theory is an online store that offers sophisticated and sensual clothing for women of all ages. Our collection is curated to strike the perfect balance between elegance and seduction, ensuring that you make a lasting impression with every outfit. From figure-hugging dresses, jumpsuits, and jeans to statement separates that accentuate every curve Our capsules range from a night out with the girls to a chic fashion-forward everyday glam look. We pride ourselves on sustainability, reasonable prices, and quality.

Novella and I have a strong understanding of business acumen through our other business ventures and corporate experiences. When we hit hurdles, we go into our corners, or what Novella calls “The Lab,” to find a solution and come back together to implement it. We have respect for each other, a love for sustainable fashion, and a desire to fill a void in the Atlanta and e-commerce market. One of the biggest lessons we’ve learned in business is strategic planning and organization. When you’re passionate about a vision or process, it’s tempting to jump right in, but it’s important to plan and document the smallest detail. In addition, remove fear and just go for it!

At Fedem Theory, we want every woman to feel sexy. Sexy is not about being half-dressed, but about being confident, owning the room, and the clothes you wear. We encourage women to experiment with fashion and style because when you get it right, you feel it in the way you walk, and talk, and the way people stare at you when you walk into a room.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If we had besties in town we would probably go for Thai at Bar of Thailand one night and Gun Show another night. Fellaship for a cigar and a good bourbon on Friday night. We would stock up on our Ginger Yums for cocktails through out the week because our girlfriends are a vibe itself without going out.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
We have to shout out to 365 Decor, Canvas by You, and Evolution of Elegance Spa which are other business owners who have and continue to support us on our journey. We did our first in-person pop-up in 2023 from helping us set up our showroom to tagging all the women in their circle made Fedem Theory buzz. In addition, our families have continued to support our vision with all hands on deck!

Website: www.fedemtheory.com

Instagram: @fedemtheory

Facebook: https://www.facebook.com/fedemtheory

Other: Threads – @fedemtheory

Image Credits
All Image credits @redKameravisuals , except the one on green couch was shot with Azari Oneil

Nominate Someone: ShoutoutAtlanta is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.