1. The business mainly operates globally, with a core focus on selling pearls, bridal jewelry, and personalized jewelry, and offers handmade production, gift wrapping, and engraving services.
2. It is a well-known brand in jewelry e-commerce, with competitors including Pandora and Tiffany & Co.
3. The official website brand terms are "Lily & Roo" and "Lily and Roo".