IU is the new face of jewelry brand 'J.Estina'!

Starting from 2020, IU will be taking on promotional activities for the global jewelry brand following former Girls' Generation member Jessica. A rep from 'J.Estina' stated, "IU is known as a superb singer with no anti-fans, and she's garnered a lot of popularity in China after her appearance in the hit drama 'Hotel Del Luna'."

IU herself also expressed, "I have a hobby of collecting earrings, and I developed more of an interest in accessories after wearing fancy jewelry for the drama 'Hotel Del Luna'. I'm super excited since this is my first jewelry brand endorsement, and I like their products."

The above preview from 'High Cut' magazine features IU wearing jewelry from J.Estina's 'I PINK U' line.