Launched in 2011 by Ooi, formerly creative director at high-end Hong Kong clothier Shanghai Tang, and Hong Kong restaurateur Jai Waney, Plukka offers stock from designers, as well as made-to-order pieces.
Plukka claims that by offering a made-to-order service, it is able to carry more daring, creative designs than traditional jewelers - the kind that appeal to celebrity customers including Lady Gaga, Pharrell Williams and Miranda Kerr.
And as more luxury brands shifted to online expansion and look East rather than West for new customers, Plukka has done the opposite, remaining purely digital for its first three years and aiming for growth in the U.S., not China.
"[Expanding into the United States] is the most economically efficient mode of branding and marketing a global luxury brand," said Ooi.
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"Branding among fashion opinion leaders in the United States confers a level of credibility and authority, which is difficult to achieve by just marketing in the Asian market," she added.
Plukka, which carries independent designers including Bernard Delettrez and Sidney Chung, with pieces that range in price from $300 to a whopping $150,000, did succumb to a more traditional sales route last year, opening its first brick-and-mortar store in Landmark Atrium, an upmarket shopping mall in Hong Kong.
"There is no substitute for a woman to be able to see and touch fine jewelry in person," said Ooi."[We found that] offline transaction values are much higher than online purchases," she added.
CORRECTION: An earlier version of this story reported incorrectly that Plukka provided made-to-order jewelry using a system that allowed prices to be dictated by the number of buyers commissioning a piece.