SINGAPORE - MediaOutReach - 30 April 2019 - Homegrown direct-to-consumerretailer, IUIGA, is all about conscious consumerism and slow living -- and hasbeen for the past two years since being founded by five friends. Don'tmistake these buzzword-values they hold close to heart as just an aspirationalfacade though -- the brand packs a tight punch of audacity with a fistful ofgung-ho when it comes to acting on their philosophy.

As Singapore's very first to complement its online-only Solitaire rings with a free home try-on initiative, IUIGA empowers consumers with inclusivity, transparency and high-quality at completely honest pricing

RADICAL TRANSPARENCY AS MODUS OPERANDI

Despite its short lead-in withinthe home and living space, IUIGA has already made torrents with its radicaltransparency as modus operandi. Beyond advocating mindful consumerism, thebrand champions total honesty and this goes beyond its pricing strategy, where they openlyshare their mark-ups with consumers to show them exactly where their moneywent. At a time where most brands proclaim to be your best friend, IUIGA makesit truly easy for you to trust they have really got your back. Where it concernsauthenticity and full transparency to consumers, they deliver with theirrelentless follow-through.

INTRODUCING THE IUIGA SOLITAIRE: A CONTEMPORARY DIAMOND RING

Ever heardof the sentiment that a proposal ring needs to be worth at least three months'salary for a man to sufficiently prove his love? That is an obsolete thinkingthat IUIGA is more than happy to eschew.

This April,archaic notions shadowing diamond ring shopping fall sideways as the brandlaunches the Solitaire -- a brilliant-cutdiamond ring in platinum. With a well-considered selection of carat weights (one to five carats) tochoose from, the IUIGA Solitaire is a contemporary testament to timelesssimplicity. The classic six-prongsetting catches light perfectly, and scintillates a lasting brilliance.

Each orderof the Solitaire is made-to-order,and takes up to 40 working days to complete. But unlike traditional retailersand upscale brands (such as Tiffany & Co. and Cartier) with theirastronomical mark-ups of at least 300 to 1000times its cost price, expect more value at amuch lighter price tag with IUIGA's Solitaire.

The newlaunch responds directly to the varying needs and budgets of consumers, withprices ranging starting from just S$1,799for a one-carat diamond ring; two-to five-carat diamond rings are available by special request only. IUIGA also provides an optional service to certify thediamonds with CTI/IGI at an additional SGD 300, and this process takes up toseven working days.

Thispermanent addition is available exclusively online, with a complimentaryhome try-onexperience.

CO-CREATE YOUR OWN TRADITIONS: MODERN LUXURY IS WAY MORE INCLUSIVE

Uncompromisedquality and experience is an attainable luxury with IUIGA. With thesescintillating objects of desire, the brand is starting a conversation onauthentic transparency with not just men, but women as well. Regardless,purchasing a diamond ring in any context presents a decades-old conundrum: astraditional receivers, most women spend a significant amount of timeenvisioning their perfect sparkle. But since proposals are usually a surprise,they most likely have minimal involvement in the process leading up to such asignificant milestone. As a result, retailers have historically steered theirdiamond campaigns towards men who, in general contrary to women, are completelyclueless or have little interest in learning about diamond rings.

IUIGA'sdiamond rings provide a newfound opportunity to say "I love you, will youmarry me?" in a way that speaks to modern consumers, and resonates withtheir changing lifestyles and progressive mindsets. Whether it is a proposalring, push present, or a special gift to yourself to mark a celebratorymilestone, the truth is millennials desiremore inclusivity in co-creating their own traditions.

The brandis at the forefront of leading this digital revolution. Aside from asimplified, stress-free process, consumers can now look forward to a morerewarding shopping experience as well. Every home try-on set allows up to threesample rings made of high-quality alloy and cubic zirconia to best representthe style (not quality) of the IUIGA Solitaire.Interested consumers will select their preferred options online, and have it sent to their doorstep for free via insured next-daydelivery.

This way,consumers can make proper considerations in the comfort of their couch. If you are a manplanning to propose, imagine how such an intimate setting away from thepressure of a sales consultant can open up more meaningful discussions withyour partner regarding budget and preferences. Similarly, for women, a diamondring is an equally significant buy deserving of your own time and space todecide upon. And while understanding how a diamond's four C's may affect its overall quality and price tag isimportant, what most modern consumersgenuinely value these days is asimply-brilliant ring at a reasonable price point.

THE FUTURE OF DIAMOND RING SHOPPING ISDIGITAL

While fine jewelleryare conventionally bought in-person, IUIGA believes that the future of diamondring shopping is online. As Singapore'svery-first to initiate a home try-on experience for diamond rings, the brandhas gone a step further in ensuring they value-add in more ways than intransparent pricing. For the uninitiated, trying to learn about diamonds andwhat their four C's entail can be akin toopening a can of worms.

On IUIGA Solitaire's microsite,key details are broken down intobite-sized information so everyday consumers with no prior knowledge ondiamonds can educate themselves without breaking a sweat. With this handyresource, consumers are empowered to take their learning into their own hands,and make informed decisions when they purchase diamond rings in future. Theycan also better determine the diamond quality and value that IUIGA offers forthemselves.

IUIGA'sdiamond rings are available exclusively online from 29 April 2019 here, with the complimentary home try-on here. For more informationabout the brand, kindly visit www.iuiga.com.

Formore information about the diamond rings, refer to Appendix A: Product Specifications.

Forhigh-res images, kindly download here.

APPENDIX A: PRODUCT SPECIFICATIONS

The IUIGA Solitaire is acontemporary testament to timeless simplicity. The classic six-prong settingcatches light perfectly, and scintillates a lasting brilliance. The roundbrilliant-cut diamond and elegant lines accentuate a vision of progressive harmony. All IUIGA Solitairediamond rings are made-to-order, and takes approximately 40 working days.

DESIGN FEATURES

• Stunning Six-Prong Design

• Crowning Glory

• Perfect Handcrafted Quality &Fit

DESIGN SPECIFICATIONS

• Diamond Shape: Round/Brilliant
• Metal Work: Platinum
• Total Weight: Approximately 2.05g
• Carat Weights: 1, 2, 3, 4 and 5 carats

DIAMOND SPECIFICATIONS

• Ring Setting and Design: Six-Prong Solitaire
• Diamond Grade: 1-1.1ct
• Cut Grade: Very Good
• Clarity Grade: VS-SI-P
• Colour Grade: Very Good

DIAMOND CERTIFICATIONS

• Diamond Certification: CTI/IGI

ABOUT IUIGA

IUIGA wasborn from the pursuit of true quality. Co-founded by five friends in 2017, thebrand's products are thoughtfully hand-picked from some of the world's best,undiscovered manufacturers under their Original Design Manufacturer (ODM)business model. As an omni-channel retailer, IUIGA promises well-designedproducts at consumer-inclusive price points. By working closely with themanufacturers, the brand opens up opportunities to sell directly to consumerswithout incurring unnecessary costs by going through middlemen.

With radical transparency as modusoperandi, IUIGA leads the honest pricing revolution to  ultimately empower consumers with productsthat match form and function, with uncompromised  quality and affordability -- because, from oneconsumer to another, why pay so much forquality?