Plukka is an online website that specializes in selling fine jewelry. The website operates out of New York and ships to the United States and Hong Kong, with plans to expand shipping to Europe and Asia. Plukka's website operates by offering jewelry designs before they are manufactured, with the price of the jewelry decreasing as more people purchase the design. Once the sales quota for an item has been reached, production of the jewelry will begin and consumers will be charged the final price.
The website was first launched in 2011 by Joanne Ooi and Jai Waney. The two came up with the website's business plan after noticing the high markup for designer jewelry.
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