Founder

Jon grew up in Sonoma Valley surrounded by vineyards, but his path into wine wasn’t immediate. While he had a deep love for growing plants from a young age, the wine industry always felt too close to home. Seeking a broader agricultural foundation, he studied Plant Sciences at UC Davis, focusing on crop production to keep his options open. 

After graduation, he accepted a role with a large-scale organic table and winegrape operation in California’s Central Valley. Though it became clear early on that this wasn't a permanent fit, Jonathan stayed for two years to gain essential experience and apply what he had learned academically. That foundation led to a position with Bonterra, where he worked in Grower Relations, working with organic vineyards throughout California. The role gave him a unique window into the state’s wine growing diversity and allowed him to build a network of like-minded grower—relationships that remain vital to this day. 

From there, Jon joined Joel Gott Wines in another Grower Relations role, where he refined his viticultural skills and witnessed the challenges of scaling a wine brand while trying to preserve authenticity. After five years, he was ready for something that was better aligned with his values. 

For the past three years, Jon has overseen vineyard operations across California, managing everything from farming to sales and marketing. Many of the ranches under his leadership are Organically or Regeneratively Certified. He also serves as Chair of the Board of Directors for the Lake County Winegrape Commission and holds both a PCA license and a California Real Estate License. 

These experiences laid the foundation for Novum Cellars—his response to an industry that, in his eyes, had drifted too far from its roots. Novum is built around integrity, curiosity, and a return to wine’s agricultural soul. Its first release—a skin-contact Muscat Canelli from Mendocino County—is a tribute to where Jon’s wine journey truly began and a signal of the fresh, fearless path the brand will continue down. 

Co-Founder

Marcos brings over two decades of cross-industry experience spanning agronomy, ethnobotany, and startup development. With a background in biology and biochemistry, he’s built a career at the intersection of science, sustainability, and entrepreneurship.

A strategic leader and serial entrepreneur, Marcos is a founding member of California’s acclaimed Legion of Bloom, where he currently serves on the Board of Advisors. He also co-founded Cascade Equinox, applying his financial and operational expertise to scale ventures across cannabis, biotech, and live events. Under his leadership, LOB Group exceeded $20 million in annual revenue by 2019.

Marcos has held advisory roles with a number of forward-thinking companies—including Ámbar Biotech S.L., Cali Terpenes S.L., and Glass House Group INC. - and currently serves as CFO for several West Coast music festivals, including Cascade Equinox, 4 Peaks, and Gem & Jam.

At Novum Cellars, Marcos brings a fresh perspective to the wine industry, applying his systems-thinking and passion for regenerative practices to help build a wine brand that rejects the formulaic and embraces the future. Whether managing financial strategy or exploring alternative agricultural models, his focus is always the same: innovation with integrity.

Outside of work, Marcos volunteers as a citizen scientist with Living with Lions, reflecting his lifelong commitment to ecological balance, community engagement, and a more sustainable planet.

Creative Director

Rooted in Sonoma, Mary brings a background in architecture and design shaped by interdisciplinary studies and a strong sense of place. With over a decade of experience, she offers a refined design sensibility and a distinct vision. She earned her Bachelor of Architecture from the California College of the Arts in 2013, graduating from a NAAB-accredited program.

Early in her career, Mary completed a two-year internship with San Francisco’s Planning and Urban Research Association (SPUR), where she contributed to the development of their GIS database. Her passion for thoughtful urban development led to her appointment as a Planning Commissioner for the City of Sonoma in 2016—further grounding her work in public engagement and policy.

For eight years, Mary served as a project manager at James Jeffery Architects in Napa, where she led a wide-ranging portfolio of residential, hospitality, winery, and commercial projects. In 2023, she launched M. HOLZ DESIGN STUDIO to realize her own creative vision.

At Novum Cellars, Mary is blending her artistic sensibility with the company’s ethos to craft something new and distinct—merging design, place, and experience in innovative ways.

She is known for her keen eye for line work and thoughtful approach. Her work is guided by clarity, context, and craft—resulting in designs that are both refined and deeply rooted in her visual language.