Silversea Veteran to Launch New River Cruise Line

Yet another river cruise operator is on the way -- the latest sign of the boom in river cruising.

Jewel River Cruise Line, scheduled to debut in 2008, is the brainchild of Albert Peter, former CEO of luxury-focused Silversea Cruises.

The plans for the company, unveiled this week, include three brands. The most upscale, Jewel River Cruises, will have one ship and offer trips on the Seine river in France starting April 5. The company says the brand's 90-passenger vessel will offer a "boutique luxury" experience.

The company's two other brands, Emerald River Journeys and Princess River Journeys, will have five ships in all and cater to less upscale clienteles. They'll sail in central Europe.

All of the company's ships are existing vessels that it has bought and plans to refurbish. The Jewel River Cruises ship, to be called Jewel River Blue, will undergo a $3.5 million overhaul this winter that will make it the only all-suite luxury river vessel.

The company plans to announce itinerary details and pricing next month. You won't be able to book the trips until January.