By  on December 19, 2011 is Joanne Ooi and Jai Waney’s answer to the scant selection of e-commerce sites dedicated to fine jewelry.

The e-tailer, which launches today, aims to weld the group buying mechanism and manufacturing directly with a consumer retail paradigm that Ooi refers to as the “Plukka Value Proposition” — and at the same time offer on-trend, in-house-designed jewelry that costs between 70 and 90 percent less than the normal retail price.

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