Attached files

                                                                    Exhibit 31.1
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                           CERTIFICATION PURSUANT TO
                     SECURITIES EXCHANGE ACT RULE 13A-14(a)


I, Joseph Gutnick, certify that:

    1.   I  have  reviewed  this  quarterly  report  on Form 10-Q of Aurum, Inc.
         ("Registrant");

    2.   Based  on  my  knowledge,  this  report  does  not  contain  any untrue
         statement  of  a  material  fact  or  omit  to  state  a  material fact
         necessary  to  make  the statements made, in light of the circumstances
         under  which  such statements were made, not misleading with respect to
         the  period  covered  by  this  report;

    3.   Based  on  my  knowledge, the financial statements, and other financial
         information  included  in  this  report, fairly present in all material
         respects  the financial condition, results of operations and cash flows
         of  the  Registrant  as  of,  and  for,  the  periods presented in this
         report;

    4.   The  Registrant's  other  certifying  officer and I are responsible for
         establishing  and  maintaining  disclosure  controls and procedures (as
         defined  in  Exchange  Act  Rules  13a-15(e) and 15d-15(e) and internal
         controls  over  financial  reporting  (as defined in Exchange Act Rules
         13a-15(f)  and  15d-15(f))  for  the  Registrant  and  have:

         (a)   designed  such  disclosure  controls  and  procedures,  or caused
               such  disclosure controls and procedures to be designed under our
               supervision,  to ensure that material information relating to the
               Registrant,  including  its  consolidated  subsidiaries,  is made
               known  to us by others within those entities, particularly during
               the  period  in  which  this  report  is  being  prepared;

         (b)   designed  such  internal  controls  over  financial reporting, or
               caused  such  internal  controls  over  financial reporting to be
               designed  under  our supervision, to provide reasonable assurance
               regarding  the  reliability  of  financial  reporting  and  the
               preparation  of  financial  statements  for  external purposes in
               accordance  with  generally  accepted  accounting  principles;

         (c)   evaluated  the  effectiveness  of  the  Registrant's  disclosure
               controls  and  procedures  and  presented  in  this  report  our
               conclusions  about  the  effectiveness of the disclosure controls
               and  procedures,  as  of  the  end  of the period covered by this
               report  based  on  such  evaluation;  and

         (d)   disclosed  in  this  report  any  change  in  the  Registrant's
               internal  control  over  financial reporting that occurred during
               the  Registrant's  most  recent  fiscal  quarter (the registrants
               fourth  fiscal  quarter in the case of an annual report) that has
               materially  affected,  or  is  reasonably  likely  to  materially
               affect,  the  Registrant's  internal  control  over  financial
               reporting;  and

    5.   The  Registrant's  other certifying officer and I have disclosed, based
         on  our  most  recent  evaluation  of  internal  control over financial
         reporting,  to  the  Registrant's  Board  of  Directors:


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         (a)   all  significant  deficiencies  and  material  weaknesses  in the
               design  or operation of internal control over financial reporting
               which  are reasonably likely to adversely affect the Registrant's
               ability  to  record,  process,  summarize  and  report  financial
               information;  and

         (b)   any  fraud,  whether or not material, that involves management or
               other  employees  who have a significant role in the Registrant's
               internal  control  over  financial  reporting.


Date:  September 13, 2010


                                    /s/ Joseph I. Gutnick
                                   ----------------------------------------
                                   Name:  Joseph I. Gutnick
                                   Title: Chairman of the Board, President
                                   and Chief Executive Officer
                                   (Principal Executive Officer)


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