The company, founded in 2006 by Bec Astley Clarke, focuses on designing and marketing demi-fine jewelry with acute attention to detail. It sources its necklaces, pendants, earrings, bracelets, rings, cuff links, and boxes from jewelry designers primarily through direct-to-consumer channels. Astley Clarke targets wealthy consumers, as data from Forrester's Consumer Technographics shows that eight out of ten high net worth consumers research and buy jewelry online. The company's luxury fashion jewelry site, based in London, offers free worldwide delivery.