I bet that place goes broke. I'm sure it works great in the short term with saving money, but I can't imagine trying to build any kind of customer loyalty with that. Once people accept using an online store for jewelry, they can use any online store, doesn't have to be yours. At that point you're competing against the planet.
McDonalds can make their terminals and apps work because they're a world wide brand, there's no immediate substitute for McDonalds that's "just like it". But I think people trying to follow in those footsteps are going to go broke, which is fine, because it's obviously customer-hostile, and why would someone feel comfortable buying from a store that seems to hate them?
@rastilin @peltast Good points.