Gerber Finance Inc., an asset-based and trade finance lender, has opened its first office on the West Coast in Carlsbad.

The move is intended to build the company's portfolio and provide better service to its West Coast clients.

The lender, which employs 21 people, said it has tapped Rachel Donaghy and Lorraine Julius to lead operations on the West Coast.

Donaghy most recently spent more than 10 years in the industry at eCapital LLC, according to Gerber.

Julius joined Gerber from LSQ Funding Group, where she spent 13 years as a vice president. Prior, she served as a national sales manager at Capital Partners.

The new office opened Jan. 22 at 701 Palomar Airport Road, Suite 300.

CEO Gerald Joseph founded the lender in 1995.

Reach finance and startups reporter Sarah de Crescenzo at sarahd@sdbj.com.