What does it mean when a dog wears a six-carat yellow diamond? For Racheli Waters Shamir, founder and creative director of The D Diamond New York, fine jewellery for four-legged companions is about far more than extravagance. Inspired by her own dogs, Fancy and Luli, she created a Maison dedicated to precious materials, exceptional craftsmanship and the extraordinary bond between humans and animals. From bespoke diamond collars to the emotional stories behind her commissions, Shamir explores the meaning of pet luxury, the rise of a new market and why true luxury must always go beyond appearances.
What inspired you to create The D Diamond New York? Was there a particular moment when you realised this needed to exist?
Racheli Waters Shamir: "The inspiration came from Fancy and Luli, my own beloved companions. I envisioned a fine jewellery house dedicated exclusively to canine and feline companions, one that would bring the artistry, craftsmanship and exceptional standards of traditional fine jewellery to a category that had not yet been explored in this way. I wanted to create pieces that were not simply decorative accessories, but enduring expressions of the profound bond we share with our companions. This vision became The D Diamond New York, a Maison founded on exceptional craftsmanship, considered design and the belief that this unique relationship deserves to be celebrated through the finest materials and artistry."
The bond between people and their companions is not a passing trend.
Diamonds are a dog’s best friend. Why do you think people want to dress their pets in diamonds? What does that say about the relationship we have with our animals?
Racheli Waters Shamir: "I believe it reflects the extraordinary place our companions occupy in our lives. For many people, they are cherished members of the family, and adorning them with fine jewellery is a deeply personal expression of love, appreciation and devotion. Beyond the intrinsic beauty of diamonds and gold, there is an emotional significance to these creations. They celebrate a bond that is both intimate and enduring. At The D Diamond New York, we translate that sentiment into fine jewellery, combining exceptional materials with thoughtful design to create pieces that honour the importance of this relationship."
What is the most extraordinary or unexpected custom piece you have ever created?
Racheli Waters Shamir: "One of our most extraordinary creations is the Heart Bone Collar, distinguished by a magnificent six-carat yellow diamond at its centre. This exceptional design is available exclusively to our VIP clientele, specifically those who have an established purchasing history with our Maison and have cultivated a relationship with us over time. The exclusivity of this creation is rooted not only in its design, but also in the exceptional difficulty of sourcing diamonds that meet our exacting standards for shape and quality. Finding stones of the required specifications is an exceptionally demanding process, which makes this piece particularly rare. For that reason, the Heart Bone Collar is reserved for clients who have already established a trusted relationship with our Maison. For us, this creation represents the intersection of rarity, artistry and discretion. It is not simply a statement of exceptional materials, but also a reflection of the lasting relationships we cultivate with our most valued clients."
True luxury is defined by substance, not appearance.
Is there a point where pet luxury becomes too much, or do you believe that when it comes to our animals, there are no rules?
Racheli Waters Shamir: "I believe luxury should be defined by discernment, integrity and intention rather than excess alone. There is a meaningful distinction between extravagance for its own sake and a thoughtfully conceived creation distinguished by exceptional craftsmanship. At our Maison, every design is approached as fine jewellery, with careful consideration given to the materials, proportions and purpose of the piece. While personal expression has no universal boundaries, comfort, wellbeing and authenticity must remain fundamental. In my view, true luxury is not simply about making a statement; it is about creating something exceptional with purpose and refinement."
What does the bespoke process look like, from the first conversation with a client to the finished piece?
Racheli Waters Shamir: "Every bespoke commission begins with a private consultation, during which we gain a thorough understanding of the client's vision, preferences and the companion for whom the piece is being created. From there, we develop the design, carefully considering the materials, proportions and finishing details before bringing the creation to life through our craftsmanship in New York. We regard the experience itself as an integral part of the luxury we offer. Our highly personalised service extends to our international clientele and can include private jet and limousine arrangements. Each appointment accommodates up to two canine companions, allowing us to provide an attentive and individualised experience. From the initial conversation to the presentation of the finished piece, our intention is to make every stage seamless, discreet and exceptional. The result is not merely a bespoke creation, but a personal experience shaped around each client and their vision."
Luxury should be defined by discernment, integrity and intention rather than excess alone.
Have you ever had a client request something that completely surprised you?
Racheli Waters Shamir: "Absolutely. We have received requests for fine jewellery collars and adornments for horses, which presented a fascinating extension of our work. We have also had a client envision a design featuring exceptionally large stones, resulting in a commission with a remarkably high price point. These requests are a reminder that luxury is deeply personal. Each client brings a distinct perspective, whether their interest lies in the scale and rarity of precious stones or in realising a highly individual vision. Our role is to understand that vision and translate it into a creation that reflects the client's aspirations while remaining faithful to our standards of craftsmanship and design."
How do you balance extraordinary design with comfort, fit and the animal’s wellbeing?
Racheli Waters Shamir: "Comfort and wellbeing are fundamental to our design philosophy. A creation must possess aesthetic distinction, but it must also be thoughtfully engineered for the companion who will wear it. We consider proportion, weight, fit and functionality alongside the visual integrity of each design. Creating fine jewellery for canine and feline companions requires a particular sensitivity to their needs, as well as an uncompromising commitment to craftsmanship. We believe that beauty and wearability should never be in conflict. For us, true luxury is achieved when exceptional design is accompanied by thoughtful consideration and comfort."
Comfort and wellbeing are fundamental to our design philosophy.
Do you think the future of luxury fashion will include our pets as naturally as it includes us?
Racheli Waters Shamir: "Yes. We believe the luxury industry is increasingly reflecting the significant place canine and feline companions hold in contemporary life. As expectations surrounding craftsmanship, personalisation and exclusivity continue to evolve, we anticipate a growing appreciation for creations conceived specifically for them. We see this developing into a distinct category within the broader luxury landscape, with its own design language and standards of excellence. The opportunity lies in bringing the same level of artistry, material integrity and personalised service associated with traditional fine jewellery to this emerging field."
What do you think separates a genuine luxury product from something that simply looks expensive?
Racheli Waters Shamir: "Genuine luxury is defined by substance, not appearance. It is evident in the integrity of the materials, the precision of the craftsmanship, the thoughtfulness of the design and the meticulous attention given to every detail. It also extends beyond the object itself to the experience surrounding it, from the initial consultation to the completion of the piece. Something may appear expensive without possessing these qualities. True luxury has authenticity, depth and enduring value. It is not dependent on trends or conspicuous display, but on standards of excellence that remain meaningful over time."
Social media may introduce a creation to an audience, but its lasting value must ultimately be established by the product itself.
How has social media changed the way people spend money on their pets?
Racheli Waters Shamir: "Social media has broadened exposure to new categories of luxury and created greater opportunities for clients to discover distinctive products and independent Maisons. It has also changed how people express their personal tastes and celebrate the relationships that matter to them. Nevertheless, visibility alone does not sustain a luxury purchase. Discerning clients look beyond the image to evaluate the quality of the materials, the integrity of the design, the craftsmanship and the experience offered by the Maison. Social media may introduce a creation to an audience, but its lasting value must ultimately be established by the product itself."
Do you think the luxury pet market is a passing trend or the beginning of a completely new industry?
Racheli Waters Shamir: "We believe it represents the emergence of a distinct and enduring category within the luxury industry. The bond between people and their companions is not a passing trend; what continues to evolve is the way people choose to express and celebrate that relationship. As the market matures, we anticipate a growing appreciation for considered design, precious materials, personalisation and genuine craftsmanship. The long-term opportunity lies in moving beyond novelty and establishing a category defined by its own identity, standards and lasting value. At The D Diamond New York, we also believe that luxury carries a responsibility beyond the creation itself. We dedicate 10% of our annual profits to no-kill shelters in New York City, helping provide canine companions with a second chance at life. This commitment reflects the values at the heart of our Maison and our belief that the bond we celebrate through our creations should also inspire meaningful action."
What we choose for them can embody love, gratitude, resilience and the immeasurable place they hold in our hearts.
Has a customer ever shared a story with you that made you realise the jewellery meant much more than just a beautiful accessory?
Racheli Waters Shamir: "One client shared a deeply personal story about facing a serious illness and the profound impact it had on her life. During that challenging period, her canine companion became a source of comfort, strength and inspiration, helping her rediscover a sense of purpose and find a new direction in life. Her story stayed with us because it illustrated the extraordinary emotional significance of the bond we share with our companions. During our most difficult moments, they can offer a remarkable source of comfort and help us see life from a renewed perspective. It reminded us that what we choose for them can represent far more than a beautiful accessory. It can embody love, gratitude, resilience and the immeasurable place they hold in our hearts. That emotional connection is central to the philosophy of The D Diamond New York and to everything we create."
Do you think the things we buy for our animals reflect the way we see them: as companions, family members or even extensions of ourselves?
Racheli Waters Shamir: "Absolutely. The pieces we choose often reflect the place our companions hold in our lives, as well as our personal taste, values and sensibilities. For many people, they are cherished family members whose individuality deserves to be celebrated. Selecting a particular design can be an expression of affection, identity and the desire to share something meaningful and beautiful with them. This is what makes fine jewellery for canine and feline companions so personal: each creation becomes a reflection of a relationship that is unique to the individual who cherishes it."
The opportunity lies in bringing the same level of artistry, material integrity and personalised service associated with traditional fine jewellery to this emerging field.
What do you think our pets would choose for themselves if they could walk into your studio and design their own piece?
Racheli Waters Shamir: "We imagine Fancy would choose our Heart Bone Collar, while Luli would gravitate towards our signature DD Bone Collar. As the original inspiration behind The D Diamond New York, Fancy and Luli hold a particularly meaningful place in the story of our Maison. Imagining them choosing their own creations is a personal and poignant thought, as they remain at the very heart of the vision that inspired the brand. Their influence is woven into its identity, and their role in its creation will always be deeply meaningful to us."
