Superstar

Plukka Relies on Customer Interest Before Pieces Become Available

By: Katherine Vong - Published: • References: plukka and styleite
Online jewelry e-tailer Plukka has devised an incredible business model that reduces the brand's own cost and risk while providing its customers with affordable fine jewelry pieces. Plukka, recognizing that most designer jewelry in stores are extremely marked up and can cost consumers an arm and a leg, is offering its customers budget-friendly products by making products only when people want to buy it.

How does it work? Plukka designs a piece that is available for only one to two days, and when enough people buy it before the time is up, the price of the piece drops. On the Plukka site, you can actually see the price of the item drop as more people purchase it. Since the final price of the item is based on the total number of purchases, every buyer benefits from the same low price at the close of the event. According to the brand, prices are typically 70 to 90 percent less than retail jewelry prices.

And because this means decreased risk on Plukka's end, the brand can afford to create more interesting, unique and one-of-a-kind baubles -- the type of pieces you might never find at a store or a jewelry designer's collection.