Several former partners from Genova Burns LLC launched their own boutique practice, PEM Law LLP. The move marks the latest in a string of departures from the Newark-based firm.

Located in West Orange, well-known industry leaders Rajiv Parikh, Kathleen Barnett Einhorn and Charles Messina lead the new firm. Other founding partners include Peter Berk, Maria Fruci, Avi Kelin, Jennifer Roselle and Leonard Spinelli.

Offering comprehensive legal services to the public and private sectors, PEM Law will focus on various practice areas, such as:

• Complex business litigation
• Corporate transactions
• Employment and labor law
• Political and election law
• Ethics and government affairs
• Crisis management
• Cannabis regulatory compliance
• Intellectual property
• Foreign direct investments
• Startups and nonprofit law

Announcing the March 25 launch, PEM Law said it aims to usher in “a new era of innovative legal counsel and setting a new industry standard for law firm Environmental, Social and Governance (ESG).”

A new model

Einhorn is PEM’s managing partner and former chair of Genova Burns’ commercial litigation department. “We are committed to providing exceptional legal services tailored to focus on the future for our clients. Our founding partners have a collective wealth of experience, and our goal is to continue delivering innovative solutions and strategic guidance to our clients across a wide range of practice areas,” she commented.

“The legal industry is constantly evolving and on pace to change more in the next 10 years than it has in the last 50,” said Messina, founding partner and previous co-chair of Genova Burns’ Franchise & Distribution, Cannabis and Agriculture practice groups.

“With the launch of PEM Law, we are positioning ourselves to lead the market in innovation, offering a new model for legal budgeting to meet clients where they are, including subscription services, alternative fees, and value-based pricing, as well as focused training and mentorship for junior attorneys within a modern client-centric atmosphere,” he said.

Founding partner Parikh said he believes PEM Law “is poised to handle complex legal issues for our clients with the law serving as just one tool in our arsenal.”

“We believe our creative approach to problem solving guarantees high-value personalized and effective legal counsel for all clients, regardless of their size or needs,” said Parikh, who chaired or co-chaired several teams at Genova Burns, including India law, construction law & litigation, election law & litigation, crisis management and hotels & restaurants industry.

“Whether in government or business, the work ethic and diverse perspectives of the PEM Law team represent a much-needed addition to the New Jersey legal landscape,” he said.

In recent weeks, Genova Burns has seen several other partners move on, including John Petrella, Doug Solomon and Dina Mastellone. That trio joined employment law firm Jackson Lewis’ office in Berkeley Heights.