RAPAPORT...  Joseph Srodawa, the former managing director for Overseas Diamonds and the isee2 brand in North America, has formed a new company called Gembrooke. The new firm, based in Short Hills, New Jersey, is offering a Solenza Diamond brand to select fine jewelry retailers in the U.S. and Canada.

Gembrooke designed Solenza to be the first diamond brand specifically created for online sale and distribution. The Solenza brand offers a loose diamond program and a full collection of Solenza Jewelry. Solenza diamonds are sold with a full certificate of origin, as well as an independent evaluation of their light performance.

Gembrooke's creation of the Solenza brand for the Internet is designed to facilitate more streamlined distribution and marketing and to eliminate the traditional obstacles that often make establishing a brand more difficult. Gembrooke.com will eventually incorporate a full e-commerce platform, integrated online marketing wares and Internet-focused sales training. The company's website domain, gembrooke.com, is registered, but the site is not live yet, as Gembrooke plans to test it later in the current fourth quarter. The website will be accessible in early 2010.

To reach this new company in the meantime, you may call 888.436.2753 or email info at gembrooke.com.