Would You Buy Your Dog a Million-Dollar Collar

If you thought matching outfits with your dog was the height of pet pampering, Beverly Hills is here to raise the bar. And by “raise the bar,” we mean 18‑carat gold and diamonds.

A New York luxury brand called The D Diamond is bringing its high‑end pet jewelry to the West Coast, and the price tags are turning heads. Their basic collars start around $1,400, but the custom pieces can climb past the million‑dollar mark. Yes, for a dog collar.

Why So Fancy

Owner Racheli Shamir says the move to Beverly Hills was driven by demand from pet parents who see their dogs as full‑fledged family members. And not just any family members — the kind who deserve the finest gems money can buy.

One of their most exclusive pieces, the Heart Bone Collar, is so rare it’s reportedly reserved only for repeat clients. Think of it like a VIP list, but for dogs who already have better wardrobes than most humans.

How Pet Owners Are Using Them

Some clients say the jewelry gives their pets a little extra “confidence.” One poodle owner even shared that her pup wears a diamond‑studded collar to dinner while enjoying salmon and rice. Honestly, same.

A Sparkly Investment

Shamir describes the collars as long‑lasting pieces that can reach $150,000 and beyond, depending on what the client imagines. It’s luxury, it’s personal, and it’s definitely a conversation starter at the dog park.

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Photo: Getty Images