Gerald Ratner, whose comments in 1991 ended his family's dominance of the UK jewellery market, launched his e-tail business on Monday.
Ratner said he wants his site - geraldonline.com - to become 'the Amazon for jewellery'. He expects his competition to come from the high street, rather than the Internet, and said: 'If we succeed or fail, it won't be because of any e-tail jeweller. In fact, it would help to have a bit of competition.'
According to Ratner, the product on his site is priced at a similar level to H Samuel - which formed part of his Ratners high street empire before its rebirth as Signet - and the 650 products range in price from£15 to£2,500.
The site has been four years in development and was launched in partnership with former Signet finance director Gary O'Brien and Bombay-based SB&T International.
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