1. The business is mainly focused on the United States, with core operations in online sales of custom-made and ready-made jewelry, including engagement rings, wedding bands, diamonds, and gemstones.
2. In e-commerce jewelry retail, it is positioned as a mid-to-high-end brand, with competitors including Blue Nile, James Allen, and Brilliant Earth.
3. The brand terms used on the official website are "Allurez" or "Allurez Diamonds & Fine Jewelry".