RealTime IT News

iVillage Co-founder Launches E-Commerce Site

iVillage co-founder Robert Levitan launched, a new e-commerce site that enables users to e-mail their friends, family members and co-workers a personalized digital greeting card with an online gift certificate.

The certificate can be redeemed at any one of a number of merchants linked to Merchants signed on at launch include, Designer Outlet, Nirvana Chocolates, Music Spot and Red Rocket.

"Our approach is to create a win-win value proposition for our customers and our partners. makes both the gift giver and recipient feel special," said Levitan, co-founder and CEO of "For example, Secretaries Day (April 21) is a classic holiday that most people forget until the last minute. will not only remind you of this occasion in the future but will guarantee that your gift arrives in a timely, friendly e-mail. . ."

After receiving a gift of Flooz, a term used for cash in the markets of ancient Persia, the recipient can use it to purchase a gift from one or more merchants linked to the site. Navigation and search features organize gift items by category and price, helping recipients to locate their selections. also offers an e-mail reminder service for all gift-giving occasions.

"I saw the opening to create a fun and warm approach to gift giving on the Internet," said Spencer Waxman, co-founder and president of New York City- based

The site utilizes an innovative business method and proprietary technology for which there is a patent pending, the company said. is an entity of Great River Interactive Inc.