Updated March 31 at 4:31pm

Former Alex and Ani CEO launches investment firm

Former Alex and Ani CEO Giovanni Feroce has formed an investment firm in Providence focused on backing retail and media ventures, he said in an interview with Providence Business News. The new firm, called GF Asset Management LLC, has about a dozen employees based in offices at 39 Pike St. in the Fox Point section of the city. More

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Former Alex and Ani CEO launches investment firm

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PROVIDENCE – Former Alex and Ani CEO Giovanni Feroce has formed an investment firm in Providence focused on backing retail and media ventures, he told Providence Business News in an interview Tuesday.

The new firm, called GF Asset Management LLC, has about a dozen employees based in offices at 39 Pike St. in the Fox Point section of the city. Feroce said Tuesday was his first day at the new offices, which were formerly occupied by Swipely.

Feroce was CEO of Cranston jewelry maker Alex and Ani LLC from 2010 until March, when he was forced out and replaced on an interim basis by founder Carolyn Rafaelian.

Since leaving Alex and Ani, Feroce said numerous entrepreneurs have shared business plans with him and he now intends to invest in the best six of them through GF Asset Management.

With GF Asset Management in place, Feroce said he plans to announce details on July 7 of a new retail venture which he will operate as CEO. Of the new venture, Feroce would only say in a phone interview on Tuesday that he is resurrecting a venerable brand.

Alex and Ani, Giovanni Feroce, GF Asset Management LLC, 39 Pike Street, Fox Point, Swipely, Carolyn Rafaelian,

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