Luxury Dog Jewelry Trend Hits Beverly Hills

Canine couture collars with diamonds and gold fetch big bucks from wealthy pet owners

Published on Feb. 17, 2026

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A New York-based jewelry store, The D Diamond New York, is seeing a surge in demand for its high-end luxury dog collars made with 18-carat gold and diamonds. The collars, which can cost up to $1 million, are becoming a status symbol for wealthy dog owners who want to pamper their pooches. The store's owner, Racheli Shamir, is now considering expanding to Beverly Hills to cater to the West Coast's luxury pet market.

Why it matters

This trend highlights the growing demand for luxury goods and services catered to pets, particularly among the wealthy. It reflects the increasing humanization of pets and the willingness of some owners to spend lavishly on their furry companions. The expansion to Beverly Hills also showcases how this luxury pet market is spreading beyond the East Coast.

The details

The D Diamond New York store offers a range of custom-designed dog collars made with 18-carat gold and diamonds. The prices start at $1,435 and can reach over $1 million, depending on the level of customization, diamond weight, and stone selection. One of the store's signature pieces, the Heart Bone Collar, is only available to repeat customers. The store has already attracted a clientele of dog owners with poodles, golden retrievers, bulldogs, and chihuahuas, who are willing to spend thousands on the pricey accessories.

  • The D Diamond New York store opened in New York City.
  • The store is now considering expanding to Beverly Hills, California.

The players

Racheli Shamir

The owner of The D Diamond New York, a jewelry store specializing in high-end luxury dog collars.

Harri

A 12-pound poodle who wears one of the store's diamond-studded collars, which his owner Monica says makes him feel confident when they go out to eat.

Luli and Fancy

Racheli Shamir's two rescue chihuahuas, who are from Los Angeles and have inspired her to consider expanding the business to Beverly Hills.

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What they’re saying

“Our pieces begin at $1,435 and can rise significantly depending on the level of customization, diamond weight, and stone selection. High commission creations can reach $150,000 and even exceed one million dollars, depending on what the client envisions.”

— Racheli Shamir, Owner, The D Diamond New York (The California Post)

“I use it for special occasions, but it's mainly for him like when we go out to eat. Harri orders salmon and rice. The charm makes him feel confident.”

— Monica (The California Post)

“This is your dog, he's like one of our family, it's an heirloom, passed down for generations.”

— Monica (The California Post)

What’s next

Racheli Shamir is considering opening a showroom for The D Diamond New York in Beverly Hills, California to cater to the growing West Coast luxury pet market.

The takeaway

The rising demand for million-dollar dog jewelry highlights the increasing humanization of pets among the wealthy, who are willing to spend lavishly on luxury accessories for their furry companions. This trend reflects the evolving pet industry and the potential for high-end businesses to capitalize on the desire of some owners to pamper their dogs with the finest, most exclusive products.