1. The business mainly operates globally, with a primary focus on selling lab-grown diamonds and various jewelry items (rings, necklaces, earrings, etc.). 2. In jewelry e-commerce, 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 "Gem Stone King" or "Gemstone King".