Million dollar jewelry for your dog is the latest luxury fashion trend: ‘Mainly for him’
Move over, fashion week—the latest luxury craze is all about pups.
Canine enthusiasts are spending millions on ultra-luxury jewelry for their dogs, driving demand on the East Coast and prompting one entrepreneur to consider expanding her business to California.
“If you know, you know,” said Racheli Waters Shamir, owner of Manhattan’s The D Diamond New York. Her 18-carat gold collars, encrusted with D-grade diamonds—the highest quality in the world—are attracting wealthy dog owners who want nothing but the best for their furry companions.
“Our pieces start at $1,435 and can climb dramatically depending on customization, diamond weight, and stone selection,” Shamir explained. “High-end creations can reach $150,000 and even surpass one million dollars if a client has a particular vision.” One standout design, the Heart Bone Collar, is available only to clients with a proven purchase history, who can then commission the bespoke piece.
Shamir emphasizes exclusivity: “It’s not cheap—I maintain very high standards.”
Poodles, golden retrievers, bulldogs, and Chihuahuas have all visited Shamir’s chic Manhattan showroom for fittings. Harri, a 12-pound poodle sporting a diamond paw charm, is among the lucky dogs flaunting these lavish accessories. His owner, Monica, also wears matching jewelry.
“I use it mainly for him, like when we go out to eat. Harri orders salmon and rice. The charm gives him confidence,” Monica said.
For these high-net-worth clients, the cost is worth it. “This is your dog—he’s like family. It’s an heirloom that can be passed down for generations,” Monica added. Shamir notes that her pieces appeal to both “new and old money,” often functioning as investment pieces with tangible value.
Business is booming, and Shamir is eyeing Beverly Hills for a West Coast showroom. Her two rescue Chihuahuas, Luli and Fancy, hail from Los Angeles.
“California is amazing. I already have a few clients there, and I think the West Coast market is incredible,” she said.
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