1. The business mainly operates in the United States, with its core business being the online sale of jewelry and accessories, including rings, earrings, necklaces, and watches.
2. It is a well-known brand / mainstream business in jewelry e-commerce, with competitors including Blue Nile, James Allen, and Kay Jewelers.
3. The brand terms used on the official website are "Effy Jewelry" and "Effy".