The ultra-premium pet market is moving far beyond custom collars and couture, entering a new era of heirloom-level craftsmanship. Following recent cultural shifts highlighted by the New York Post, affluent pet owners are now investing in bespoke fine jewelry—with some pieces exceeding $1M—to celebrate the emotional bond with their companions. At the forefront of this trend is The D Diamond New York, the first fine-jewelry house dedicated exclusively to canines.
We sat down with founder and creative director Racheli Waters Shamir to discuss how she is reimagining luxury for the four-legged set. From handcrafted collars in solid 18K gold to natural diamond charms designed for “everyday wear,” Racheli shares how she balances high-end opulence with comfort and why these pieces are becoming the ultimate meaningful keepsake for the modern wealth culture. —Noa Nichol
The Cultural Shift: Recent reports in the New York Post and Parade Pets have highlighted a massive surge in million-dollar jewelry for dogs. Why do you think we are seeing this transition from “novelty” pet accessories to high-end, bespoke investments right now?
I think it reflects how deeply the relationship between people and their dogs has evolved. For many families, dogs are no longer simply pets. They are beloved members of the family.
When that emotional shift happens, the way people celebrate those relationships naturally evolves as well. Luxury jewelry has always been about symbolism, meaning, and legacy. Today, pet owners are extending that same philosophy to their dogs, choosing bespoke pieces crafted with the same level of artistry and intention as fine jewelry for themselves.
It is less about novelty and more about honoring that bond in a meaningful and lasting way.
The Heirloom Philosophy: You describe your pieces as “heirloom-level craftsmanship” meant to last for generations. How do you design a diamond-set collar that carries the same sentimental and financial weight as a family jewel passed down through humans?
The idea begins by approaching the piece the same way a traditional jeweler would design an heirloom for a person. We think very carefully about proportion, durability, and timeless design so the collar feels refined rather than decorative.
Every element, from the solid 18 karat gold structure to the hand-set diamonds and the custom-engineered clasp, is created with longevity in mind while remaining comfortable for the dog to wear.
For many of our clients, the piece becomes a symbol of the relationship they share with their dog. In that sense, it carries the same emotional value as a family jewel. It represents love, memory, and a bond that people want to honor in a lasting way.
Engineering for the Four-Legged: Designing fine jewelry for an active animal is vastly different from designing for a person. Can you walk us through how you balance “solid 18K gold and natural diamonds” with the practical needs of comfort, balance, and everyday wear for a canine?
Designing fine jewelry for a canine requires a completely different approach than designing for a person. Dogs move constantly. They run, jump, and play, so every element must be carefully engineered to ensure balance, comfort, and durability.
When we design a collar, we begin by studying how weight is distributed around the dog’s neck so the piece feels natural and unobtrusive when worn. The gold structure must be strong enough to maintain its integrity while still allowing freedom of movement.
The diamonds are set in a way that protects them while maintaining elegance, and the clasp is carefully engineered to remain secure while blending seamlessly into the overall design.
The goal is always to create a piece that looks like fine jewelry but feels natural and comfortable for the canine wearing it.
The Bespoke Experience: With some pieces exceeding $1M, the level of personalization must be extraordinary. What is the most unique or extravagant custom request you’ve received from a client looking to celebrate their emotional bond with their pet?
One of the most unique aspects of our work is how personal each commission becomes. Clients often come to us with emotional stories about the bond they share with their dogs.
Some bespoke requests involve extraordinary center stones or highly customized designs created specifically around the dog’s personality and presence. In many cases, the design process becomes a collaborative journey that can take months.
What makes these projects truly special is that they are never simply about luxury. They are about creating a piece that reflects a deeply personal relationship between a person and their dog.
Natural vs. Lab-Grown: Your house focuses specifically on natural diamonds. In a world where lab-grown stones are trending, why was it important for The D Diamond New York to stick to natural stones for these canine keepsakes?
At The D Diamond New York, we believe that a diamond is never just a stone. It represents a story, a moment, and a lasting symbol of love.
Many of our clients are naturally drawn to rare natural diamonds because of their history, individuality, and enduring value. At the same time, we also work with exceptional lab-grown diamonds for clients who appreciate their brilliance and modern sustainability.
What matters most to us is the craftsmanship and meaning behind each piece. Whether natural or lab-grown, every diamond we use is carefully selected for its beauty, quality, and the role it plays in creating a piece that celebrates the bond between a person and their canine companion.
Our goal is always to create heirloom-quality jewelry for dogs that carries emotional significance and timeless elegance.
Beyond the “Status Symbol”: While the price tags are headline-grabbing, you emphasize the “meaningful design” behind the work. How do you translate the specific personality of a dog into a piece of fine jewelry?
For us, the design process always begins with the dog.
Every dog has a distinct presence. Some feel elegant and understated, while others are playful, bold, or full of personality. Those characteristics naturally influence the design.
We think about proportion, movement, and subtle symbolism to reflect that personality. Sometimes that leads to a very clean and refined silhouette, while other times it inspires a sculptural charm or a more expressive piece.
We do not aim to create something flashy simply for attention. It is to design a piece that feels personal and meaningful, something that captures the spirit of the dog and the bond they share with their owner.
The Safety Factor: For an owner investing five or six figures into a collar, safety is paramount. What specialized “canine-first” security features are integrated into your handcrafted clasps and settings?
Safety is extremely important when creating jewelry for dogs.
We work closely with our jewelers to engineer clasps that are both secure and comfortable, allowing the dog to move freely while ensuring the locking mechanism remains discreet and seamlessly integrated into the design.
Many of the technical elements are intentionally designed to be almost invisible so the collar maintains a refined aesthetic while still providing the structural security needed for everyday wear.
We combine beauty with thoughtful engineering so the piece is as functional as it is elegant.
Wealth Culture & Pets: Luxury pet ownership has become a significant sector of “wealth culture”. Do you find your clients are buying these pieces as public fashion statements, or are they more private, sentimental gifts for their “best friends”?
In my experience, it is much more about sentiment than spectacle.
While our pieces are undeniably beautiful and can make a fashion statement, most of our clients are motivated by the emotional bond they share with their dogs. These pieces are often commissioned as meaningful gifts and something deeply personal that celebrates that relationship.
Of course, in a city like New York City, style and self-expression are always part of the culture. But at its heart, the decision is usually emotional. Clients choose heirloom-quality pieces because they want to honor their dogs in a way that feels lasting and meaningful.
The Lookbook Favorites: From diamond bone-shaped collars to custom charms, which piece from your current collection do you feel best represents the “D Diamond” aesthetic?
One of the most extraordinary pieces we have created is our Heart Bone collar, which we consider The D Diamond New York’s masterpiece and one of our proudest creations.
The collar is handcrafted in solid 18 karat gold and set with exceptional D color diamonds. Each heart-shaped diamond along the collar weighs approximately three carats, while the center stone is a striking six carat pear-shaped diamond.
The clasp itself is also pavé set with diamonds and seamlessly integrated into the design so it remains both secure and visually refined.
The piece required extremely delicate craftsmanship and careful engineering to ensure the canine can move naturally and comfortably while wearing it.
Because of its rarity and artistry, the Heart Bone collar is reserved exclusively for returning clients who have an established purchase history with The D Diamond New York.
The Future of Canine Couture: As the first fine-jewelry house dedicated exclusively to canines, where do you see this trend heading by the end of 2026? Is there a limit to how “ultra-premium” the pet market can get?
I believe we are still at the very beginning of what this category can become.
As dogs continue to be embraced as true members of the family, the demand for thoughtfully designed, high-quality pieces will continue to grow. What we are seeing now is the emergence of canine couture, where craftsmanship, personalization, and storytelling matter just as much as they do in traditional fine jewelry.
By the end of 2026, I expect this space to evolve into a true luxury segment with bespoke pieces, collaborations with luxury brands, and designs that reflect both the dog’s personality and the owner’s style.
As for whether there is a limit to how ultra-premium the pet market can become, I do not believe the limit is price but purpose. When something is beautifully made, meaningful, and crafted with integrity, there will always be a clientele who value that level of artistry for the companions they love most.
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