Joining the online retail segment, celebrity Oprah Winfrey has launched her very own The O Store, as an online retailer. At the O Store, majority of the items include Oprah merchandise and some off her O magazine, reports add. Jewellery features as one of the product categories in the site along with fashion and perfumes. A $195 pair of gemstone earrings made in sterling silver coated in 18k gold is being sold at the O Store. Amongst other jewellery items are a series of necklaces called The Giving Key, made by people transitioning out of homelessness', reports add.