Oura Ring raises €5 million to take its smart jewelry mainstream

A Finnish startup called Ōura Ring has closed a series A round of €5 million to ramp up production of its smart, health-monitoring jewelry.

Oura Ring’s Series A backers included MIT Media Lab Director Joi Ito, Jaan Tallinn who was Skype’s founding engineer and a cofounder of Kazaa and the Future of Life Institute, along with other finance professionals and tech entrepreneurs who preferred to remain unnamed.

More than 70% of the company’s sales and 75% of its equity funding come from the U.S. according to Petteri Lahtela, CEO and cofounder of Oura Ring.

The company’s “wellness ring” and accompanying mobile app track and tell wearers how their body is responding to their daily lifestyle choices, for example, what they eat, how much they sleep and what kind of physical…

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