I Love Ugly is releasing its first ever jewellery collection, aiming to change the minds of men who are dubious towards hand bling.

In a bid to get men involved in the jewellery scene, the brand is stirring things up with its suggestive advertising. And it's certainly got some wanted attention.

The seductive campaign features a man's hand clad in the jewellery, cradling a woman in a series of provocative shots.

With a distressed finish, the collection features three rings developed from a cast and then hand finished by Meadowlark in oxidised silver. Retailing mainly between $225 and $335 (USD), one of the rings also come in 18K gold and retails for around $2000 (USD).

The collection will be availabe online and in the I Love Ugly LA, Sydney, Melbourne and New Zealand flagship stores from Thursday December 3.


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