NPLCH, also known as На пальцах стор (NPLCH.STORE), is an online jewelry and accessories store for people who want to express their individuality through distinctive design. The retailer brings together unusual pieces from independent creative studios and established designer brands, presenting jewelry as a personal style statement rather than just an accessory. Its collection includes rings, earrings, necklaces, chokers, pendants, bracelets, body chains, hair accessories, brooches and piercings, as well as gift cards.

Shoppers can explore pieces by category, designer or aesthetic, with styles ranging from dark and grunge-inspired to minimalist, romantic, vintage, glamorous, bohemian and culturally influenced. Featured labels include BLACKHEAD, OCTO VITA, CCB, tokokkino and many others. The store also offers a smart selection tool to help customers choose jewelry for themselves or as a gift, along with order tracking, customer support and a newsletter featuring products and promotions. NPLCH provides free delivery on orders from 7,000 rubles, free express delivery from 15,000 rubles, and installment payments for up to six months without extra charges.