Launched as a flash-sale website for made-to-order jewellery, Hong Kong-based Plukka has made its US debut in New York City as it continues its expansion into brick-and-mortar retail.

Already with freestanding stores launched in Hong Kong and London (in 2014 and last year, respectively), Plukka has opened a pop-up outlet at the Jack Vartanian store on Madison Avenue.

According to Plukka founder Joanne Ooi, the 600 sqft (56 sqm) space is a preliminary step to opening a permanent boutique in New York.

“It is Plukka’s objective to be the first truly global multi-brand designer and fine jewellery retailer, so having a presence in the US, and specifically New York City, is a fundamental part of our mission,” says Ooi. “New York has a hugely disproportionate share of both clients and influencers, so we consider the city a crucial beachhead location.”

Plukka last year launched a program that delivers up to US$15,000 of merchandise to its clients in New York City and Hong Kong shopping from their homes. In its New York two-month pop-up, the brand will feature designers not available in the city, including Ashu Malpani, Baer Jewels, L’Dezen by Payal Shah, Sidney Chung and Tana Chung.

Ooi has previously described the international fine jewellery market as an “inefficient, messy industrywith very few big players”, which is why it was stepping into the supplier side void, offering independent designers international marketing and distribution.