George Bailey, the Chairman of Business Development at Sotheby’s London has partnered with fellow Sotheby’s employee, Lucinda Blythe, to launch an independent online auction site. The Auction Room (www.theauctionroom.com) specializes in “middle market” works of art that fall just under the minimum value criteria that many big name auction houses such as Sotheby’s and Christie’s enforce.

The Auction Room’s inaugural sale of Middle Eastern Contemporary Art will take place on June 24, 2013. An accompanying exhibition will held in London so that prospective buyers can view the works in person before the online sale begins. All of the lots offered will also be available for browsing two weeks before the sale on The Auction Room’s website.

The Auction Room will also specialize in the sale of jewelry, watches, silver, ceramics, and paintings. While the website is a bold new venture, Bailey will maintain his post at Sotheby’s.