The site was launched last year and marks Ratner’s comeback to the jewellery market. His former jewellery firm, Ratners, suffered an estimated £500m drop in value after Ratner famously joked that its products were ‘total crap’ and some of its earrings were ‘cheaper than a prawn sandwich’.
He has appointed HC to develop a series of campaigns to drive traffic to the site and encourage sales, focusing particularly on gift-buying periods such as Christmas.
HC head of consumer PR Daniel Cohen said he has not advised Ratner about what not to say to the media. ‘I think he’s figured that out,’ he said.
‘We’re not even considering that he’ll [again] “do a Ratner” . That book has been well and truly closed. He’s known for PR blunders within the media and PR industry but in consumer minds it doesn’t even register,’Cohen added.
Jewellery buyers will be targeted via lifestyle consumer magazines.
Ratner used Max Clifford Associates to launch Geraldonline.