There's word on the street that a new auction site is about to be launched, which is supposed to "wow" all those seeking an alternative auction venue. The site has been kept under wraps for the past several months, as beta testing moved forward with select auction sellers. The site name is six letters, catchy and has a mascot, which is a colorful character (a reptile of some kind).

We have been informed that the initial television advertising campaigns will target the lower east coast of Florida (Ft. Lauderdale to Miami) and all of Los Angeles, California. The ad campaigns will focus on the top eBay markets, which were recently reported to add up to millions of listings and sales through the auction giant.

I was invited to take part in the beta test and did so for a period of two weeks. The site doesn't scream "flea market" nor does it put off those seeking to sell low cost products. Landing on the homepage, the site offers clean, classic lines and does not muddy the waters with all sorts of off-site advertising. The attention is clearly placed upon the seller items. A strong emphasis has been placed upon navigation and, breezing through categories and sub-categories is 90% point and click, as opposed to typing in search requests (nice touch).

No doubt about it, it's an auction site and does not appear to offer any gimmicks, as opposed to a few newly launched auction enterprises. Seller and listing fees are reasonable and the site is also using classifieds, as a way to connect buyers with sellers on ultra luxury goods and services through a referral "finders fee" basis.

The name and address of site will be posted within the next few weeks. Look for more information here on Jewelry Blogger as they get closer to launch.