The sells branded watches and gold and silver jewellery, including diamond jewellery, aimed at the upper end of the UK mass market in the 18-35 age range.
It will initially offers 600 products with prices ranging from £15 to £2,500, all of which are at a substantial discount to the mass-market jewellers.
GeraldOnline has a services agreement with national jewellery retailer Goldsmiths, under which customers can take GeraldOnline goods back to Goldsmiths stores for refunds, repairs and adjustments.
Goldsmiths will also provide all customer fulfilment functions including warehousing, order taking, invoicing and despatching of goods.
Gerald Ratner, chief executive of GeraldOnline, said: "We are offering the most extensive range of online jewellery and watches on the internet at some of the lowest prices compared with both the internet and more importantly the high street."
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