Beauty queen is stripped of titles after she calls “scam” pageant company out on social media


Local beauty pageant regular Melissa Chua, popularly known as Melissa Wix, was stripped of her titles as Miss Bikinis Asia Singapore 2016 Winner and Miss Singapore Cosmopolitan World 2016 yesterday after she called the pageant organiser out on social media as a “scam” company that allegedly sells titles.

The issue began when Chua, who runs her own gown rental and retail shop called The Gown Club, posted online that a rival company is copying her gown ideas, the company’s social media posts and even stole her company’s images without permission to use as their own pictures.

Calling the company a “shameless” one in a Facebook post on 29 December last year, Chua further alleged that the people behind Lumiere, Justina Tan Quek Sb and Huilin Tan, run “bogus beauty pageants” and allegedly make a lot of money doing so.

Chua, who has participated and won pageants organised by Lumiere, said that there are lots of hidden costs associated with joining a pageant by the company. She revealed that contestants have to pay for registration cards and for advertisements on the pageant magazine which run for about $1,500 a page.

Posting screenshots of images that Lumiere has copied from her, Chua said: “They have no shame in whatever they do. Which is only know how to copy other people’s businesses. I am not the only one they have tried to copy.”

Lumiere responded last Thursday and stripped Chua of her titles for “breach of contract”. The company claimed in a subsequent press release yesterday that it has “dethroned” Chua because of her “misconduct”.

The pageant organiser also accused Chua of not seeking the company’s permission before “she did her viral posting to bash other beauty pageantries during the 2017 “Miss Singapore Ugly Face” situation”.

The company is referring to a viral post Chua made in July last year when she released a bare faced photo of herself on Facebook in defense of this year’s Miss Singapore finalists who have been slammed online as “pathetic.”

Interestingly, Chua’s post was meant to be in support of the other pageant and did not appear to “bash” the Miss Singapore contest, as Lumiere had claimed.

Going for what appeared to be a low blow, the company added that it had “dethroned” Chua because “It has come to our attention that Melissa Wix have several Obscene and Naked Photos on the Internet”.

Chua responded in a Facebook post that she will be making a police report against Lumiere and that she will be taking legal action against the company.

Revealing that the company has yet to pay her $2,500 out of the $3,000 cash prize she won by clinching the Miss Bikini pageant, Chua also claimed that Lumiere even tried to strip her of another title from a pageant that was not even organised by themselves.

Chua also called out one of the organisers as being a “sick person” and shared screenshots showing the organiser targeting another pageant organiser, Christine Huang, when Huang’s husband was diagnosed with kidney cancer.

In the fiery back and forth, Lumiere responded that part of Chua’s cash prize was forfeited since she did not meet certain terms and conditions.

Dear friends and customers,We have received feedback from u guys and noticed for a very very long time that a comapany…

Posted by Melissa Wix on Thursday, 28 December 2017

Press Release- 13 February 2018.Clarification of Allegations based by Melissa Wix.Dear All,It has come to our…

Posted by Lumiere International Pageantry on Tuesday, 13 February 2018

Dear friends and family, i have been made aware of this post by Lumiere International. I have no choice but to post my…

Posted by Melissa Wix on Sunday, 11 February 2018


  1. Press Release- 13 February 2018.

    Clarification of Allegations based by Melissa Wix.

    Dear All,

    It has come to our attention that on 12 February 2018, there have been a allegations posting by Ms Melissa Wix with regards on us being a “Scammer Beauty Pageantry Company” after we have Stripped and dethrone Miss Melissa Wix title of Miss Bikinis Asia Singapore 2016 Winner and Miss Singapore Cosmopolitan World 2016.

    Our Company reserves our rights to comment with regards to her posting but would like to clarify on the following:

    Reasons to remove Ms Melissa Wix Title:
    1. Melissa Wix has been removed from her title due to her misconduct as a Beauty Queen. Not only did she not seek our company’s permission before she did her viral posting to bash other beauty pageantries during the 2017 “Miss Singapore Ugly Face” situation. This had portrayed a negative behavior in which our company would not tolerate for her to comment on other pageantries.
    2. We have given Melissa Wix the opportunity to represent Singapore for Miss Cosmopolitan World 2016. However, she had shamed our company by breaking the contract rule by sneaking her boyfriend into the pageantry without the notice of the organizer. This had only been discovered when she decided to do a discussion on a live platform “Be live”. We do not tolerate such behavior and misconduct as it is a misrepresentation of our country. Hence, as the national director and franchise holder of Miss Cosmopolitan World 2016, we have decided to remove her title.
    3. It has come to our attention that Melissa Wix have several Obscene and Naked Photos on the Internet. Our company absolutely do not tolerate such information with regards to her representation as our beauty queen hence we decided to remove her title.
    4. She had posted numerous allegations with regards to our company and we do not wish to have our company associate with her due to her misconduct. Although it is deeply saddened to have remove her title, it has led us with the last resort to remove her title. This is to protect our other beauty queens and the image of our company as we do not want Melissa Wix to carry on using our titles to promote herself.

    Clarification of her winning prizes:

    Melissa Wix had stated that we have not paid her the cash prizes for her winning titles. This allegation is false. Her prizes as stated clearly on the image she posted was $3000. These prizes are given by the sponsors and of which, $1,000 is her cash prizes and $2,000 comes from a modelling contract. Stated very clearly, 50% is given to her immediately during her winning and the remainder 50% would only be issued after she crowns the next winner. Miss Bikinis Asia happens once every 2 years hence she is supposed to be crowning the next winner this year, 2018. However, due to her joining of another pageantry without our notice, she is unable to return to our company to crown the next winner. Therefore, her 50% has been forfeited.
    The modelling contract is based on assignments and is capped at $2,000. However, We were not able to continue giving Melissa Wix Modelling assignments as she has not even till this date completed one of her assignments of which she has been required to do a social media. She has received the payment of the job but have not produced the work. Hence, our company had reserve our rights to stop all assignments before she produces the assignment she had been tasked and paid for.

    We will also reserve our rights in taking any actions with regards to this allegation made by Melissa Wix as all these are false allegations and a misrepresentation of our company and all our beauty queens image.

    Best Regards,

    The Management of Lumiere International Pageantry