Designed to cater to evolving preference of the younger generation, eClarity launches a new youthful brand, BA.SG. It immediately wins the hearts of many couples planning for weddings and anniversaries, with its extensive collection of GIA certified natural diamonds (also known as earth-grown diamonds) and, most excitingly, IGI certified lab-grown diamonds.
eClarity is recognized as the regional top-notch bespoke jeweller, well-known for its sophisticated designs and heart-warming service since 2005. BA.SG is rolled out as an online store to focus on millennials and youths with highly competitive prices and more concerns on environmental matters. 
The soft launch of BA.SG was held on 4 July 2019 over a socialite event with close to 100 key entrepreneurs of Singapore. The brand has instantly caught public attention and grown rapidly beyond Singapore, to Malaysia, Indonesia, Australia, Hong Kong and the region. 
BA.SG is now recognised as one of the pioneers to introduce labgrown diamonds in ASEAN region. As science and technology advances, the diamonds can be created in lab environment without going through the time-consuming geological process. The diamonds are formed with the revolutionary technology that resembles the natural diamond growing process, the high-tech methods include high-pressure, high-temperature (HPHT) and chemical vapor deposition (CVD). Unlike other diamond simulants, the labgrown diamonds are scientifically with the same chemical composition, crystal structure, optical, and physical properties of diamonds found in nature. In short, they are identical to natural diamonds, and are certified. 
Like natural diamonds and other precious gems, labgrown diamonds are identified and graded by major gemological institutes such as Gemological Institute of America (GIA) and International Gemological Institute (IGI). The grading system is similar to the natural diamonds, with the girdle of the labgrown diamonds inscribed with the report number as well as a statement of “labgrown” to distinguish them from natural diamonds. 
“The introduction of labgrown diamond is ground-breaking. It caters to the millennial couples who are concerned about environment, ethic. Labgrown diamonds are eco-friendly, more affordable, ethical, and has the same properties as their earth-grown ones, with the same precious Moh’s Scale Hardness of 10.” said Amanda Koo, founder of BA.SG. 
The brand is marketed as innovative, environmentally friendly, and price competitive. The customers have the options to customize the jewellery by selecting the diamond and setting separately or purchasing the completed jewellery which was designed and tailored by the in-house designer and gemologist. With the high transparency in price, the customers are free to make comparison between diamonds as well as personalize their jewellery pieces according to their preference on the website BA.sg. There are even free webinars for anyone to sign up and listen first-hand, from the founder, who is also an experienced Gemologist, ask questions and hear recommendations. (To register, go to BA.SG/register-for-webinars) 
“A series of powerful marketing strategies have been arranged to increase the awareness of labgrown diamonds and BA.SG” said Amanda. “We are expecting, and our infrastructure is ready to attend to a raising demand in labgrown diamonds, especially now in this exceptional time in 2020, and this trend will continue to strengthen in 2021 and onwards.”