SS Jemal, along with his oldest son Norman S. Jemal, are on path to deliver thousands of affordable luxury apartments to Manhattan. Through JemRock Organization LLC, the Jemal’s have trademark pending the brand name CENTRAL for this endeavor.

The Jemal’s have also trademark pending and slogan marked “Live, Work, Be Well”, which actually defines JemRock’s three-point concept for the buildings. SS Jemal has assembled a truly world-class, NYC centric experienced team to execute on JemRock’s CENTRAL concept. SS Jemal is no novice when it comes to real estate development, construction, nor the exact knowledge and experience required to build a brand name and marketing it. In 1976, SS Jemal opened his first “Nobody Beats The Wiz” store on Fulton Street in Downtown Brooklyn. Ultimately it grew to 110 stores in 6 states with 6,000 employees and sales of $2B. Because of the fast development of The Wiz Trademark and due to the price, after his 7th Wiz store Jemal created and ran his own independent in-house design and building corporation. There, SS Jemal employed 600 tradesmen to build over 20M sf of retail shopping centers, stores, office facilities, and distribution centers, whereupon he learned first-hand EVERY aspect of construction: from “concept-to-completion”. SS Jemal had his own in-house team of CAD architects and would “Value Engineer” (VE), all plans before pencil hits paper to avoid cost overruns, change orders and the deadly extras associated with them. Not only did Jemal build every shopping center, but he also literally manufactured all the fixtures for the complete fit-out of every interior space.

Everything contained in a Wiz store was designed, built and manufactured by SS Jemal. All Jemal’s resources and supplies were bought straight from the inventive industrialists that includes “preferred state status sections” in all his agreements to cut the cost. Jemal had all subs bid Time & Materials (T&M), to keep them honest and mostly supplied his own materials to save even more money and time and control the entire process.

SS Jemal’s total vertical integration of design, construction management, tradesmen, manufacturing, fit-out and complete installation provided him with a very importantly, cost effective finished product. SS Jemal’s two fortes are construction and marketing as that was his role and responsibility at The Wiz.

According to Advertising Age 2000, The Wiz was the 13th most recognized brand name in the USA, and The Wiz was only a Northeast regional retailer and number 12 was Pepsi-Cola. Jemal learned marketing and branding firsthand through decades of building his own Wiz brand.

After the sale of Nobody Beats The Wiz, in 1997, SS Jemal began to focus on waterfront development. He started by answering to an RFP from RIOC (Roosevelt Island Operating Corporation), for the southernmost tip of Roosevelt Island’s Landmass, acknowledged as “Southpoint”. SS Jemal was one of seventy respondents and against all odds his proposal and vison for Southpoint beat out all the other very established and famous brand-name development companies. Through the years SS Jemal spent on trying to gain the “NIMBY’s” approval for his massive mixed use development project, Jemal really got a complete education on NYC zoning laws, rules, and regulations. SS Jemal also, very greatly expanded his personal network of professionals with New York City specific and very centric expertise that is most invaluable to him today as it is being utilized in the JemRock plan for CENTRAL today. This waterfront experience led SS Jemal to trademarking the brand name: “The Riviera” and the slogan mark: “Making the world’s waterfront a better place to live, work, shop, visit & play”. Jemal began amassing and assembling parcels of waterfront land in Manhattan, Brooklyn, Queens, Bronx, and New Jersey. Spanning from the East River in Manhattan to the Hudson River area in New Jersey, Jemal lived the next 15 years of his lifespan completely enmeshed in suburban waterfront revitalization, further increasing his network of professionals, and expanding his personal experience in all aspects of residential zoning, development and construction.

SS Jemal has been working with his oldest son Norman S. Jemal and JemRock Organization. The JemRock emphasis is originally Manhattan housing conversions.

The CENTRAL concept is to very efficiently capitalize on a very down NYC market and bring to market what JemRock calls: “affordable luxury apartments”. JemRock, with its truly world-class team of professionals is uniquely positioned with a pipeline of property prospects that perfectly fit the CENTRAL conversion criteria. CENTRAL would comprise and make available reasonable extravagance apartments to the multitudes of clients making a hundred thousand plus in salary each year, who previously could not ever afford to live in Manhattan. Rather than marketing to multi-millionaires the CENTRAL customer is that six-figure earner, whom was long ago driven out of Manhattan to the outer boroughs. SS Jemal and his son Norman S. Jemal have spent the four years very carefully analyzing, studying all the data, and focusing on the Manhattan residential market. With rental prices currently surging ­throughout New York City, and a total scarcity of products, SS Jemal believes that now is the perfect time to strike with his CENTRAL concept and seize on this once-in-a-lifetime opportunity. As Jemal stated: “I truly do have an unparalleled pipeline of deal-flow and the top world-class NYC centric professionals on my CENTRAL Core Team. A very well organized strategy and gameplan to at first present the CENTRAL Brand in Manhattan will ultimately be publicized to the broad community and extensively advertised, trailed by the development of the CENTRAL Brand to numerous additional significant USA cities and eventually to all significant cities globally.

This will be efficiently and expeditiously accomplished in full concert with the CENTRAL Core Team that has been assembled and is in position to strike.” Norman S. Jemal added: “The combination of being able to live, work and experience all the wellness benefits and amenities in one building really differentiates CENTRAL from all our competition, When you add in the fact that a CENTRAL apartment will be available at an affordable price-point, it really blows away the competition”.

With the design, construction, marketing, advertising, branding and organizational skills and tools SS Jemal has mastered over many decades, coupled with the CENTRAL Global-Class squad that Jemal’s has presently accumulated, JemRock has a completely, very uniquely integrated, truly unmatched squad of New York City experienced and knowledgeable players to implement the CENTRAL visualization at each stage from notion-to-conclusion.