1. The business mainly serves the global market, focusing on designing and selling handmade jewelry, including rings, earrings, necklaces, and bracelets. 2. In the jewelry retail industry, it is positioned as a boutique brand, with competitors including other independent designer jewelry brands and large jewelry retailers. 3. The brand terms used on the official website are "Rachel Entwistle" or "Rachel Entwistle Jewellery".