For Racheli Shamir, luxury has always been deeply personal. With The D Diamond, the entrepreneur has carved out a niche at the intersection of fine jewelry, hospitality, and pet culture, creating custom-made pieces that treat dogs with the same reverence as heirloom clients. Now, through an exclusive partnership with Baccarat Hotel New York, Shamir is bringing her vision directly into one of Manhattan’s most glamorous hotel settings—offering an experience that speaks as much to emotional connection as it does to craftsmanship.
Brandon: You recently launched a collaboration with Baccarat Hotel New York. Tell us about that.
Racheli: The Canine Couture Diamond Experience is a private, in-suite consultation where I sit with the guest and their dog, designing a bespoke 18K gold collar among Champagne and diamonds—the full experience. Each piece commissioned through Baccarat features a signature ruby detail, as a nod to the hotel's iconic red. It is available exclusively through this collaboration and not offered anywhere else. For me, the partnership made complete sense. Baccarat Hotel holds a standard that I recognize—nothing is an afterthought, and everything is considered. When I think about the guests who stay there and travel with their dogs, that is exactly who The D Diamond was built for. This collaboration transforms love into something tangible, timeless, and deeply personal. Each piece is not just jewelry—it is a story of timeless dedication.
Brandon: What does travel look like with Fancy and Luli?
Racheli: We lived in Century City, close to Beverly Hills, so from the beginning they were everywhere with me. Before COVID, every airline took dogs without a second thought, so we went constantly—Minnesota, Vegas, all over California. People were always drawn to Fancy and Luli. They are very lovable, and when you walk into a beautiful space with an animal who carries herself with grace, people feel it. In LA, The Beverly Hills Hotel. In New York, The Lowell—a quiet, considered hotel on the Upper East Side that hosts pet events throughout the year—as well as the Baccarat Hotel New York. And in Paris, Plaza Athénée is my second home. I always stay there. These are the spaces maintaining the same standards that I do for my own work.
Brandon: You’ve been a dog lover your entire life. Where did it all start?
Racheli: Since I was six—our first dog was a retired German Shepherd. A police officer knew my mom and placed him with our family when his service was finished. When I was ten, I came home from a friend's house with a puppy someone had offered me. I told my mom, “this is our new baby.” He walked me to school every day without the need for a leash, then went straight back home by himself. Everyone in the neighborhood knew him. He never caused trouble. What you show them is what they become. They carry your energy. They are a mirror of everything you put into the relationship.
Brandon: How did The D Diamond evolve from your family’s childhood dog?
Racheli: I thought about it for four years. Owning a consulting business, I was always busy, and there was always a reason to wait. Then, I understood there is no right moment. If you have something to build, you build it. I did the research and found that what I had in mind didn't exist anywhere in the world. Every piece is handmade in New York with solid 18-karat gold, made to each dog's exact measurements. Nothing is held in stock. My collar is not a collar—it is a necklace, a jewel. The same standard you hold for ourselves, aspiring for Birkins and Ferraris, this is what our dogs deserve as true members of the family, as well.
Brandon: Tell us about the collections and in-person showroom experience.
Racheli: At the Manhattan showroom, clients bring their dogs in to try pieces on—poodles, golden retrievers, bulldogs, Chihuahuas, and the likes. I love to host in-studio photoshoots each weekend with our growing community of dog lovers. The Classic Collection starts at $1,435 and was designed for larger dogs—the Dobermans and pit bulls—who are usually in heavy metal chains. They deserve something that carries meaning and lasts a lifetime. The D Collection is quite extravagant—the Heart Bone features heart-shaped D color VVS diamonds with a six-carat pear-shaped center stone, starting at $150,000. This is available by previous purchase only, like being invited to design your own Hermès bag. We also offer charms—the paw print and the double-D logo—available as a set or separately. Every order begins with the dog's exact measurements, then we tailor with respect to the animal’s needs.
Brandon: Where is the brand going?
Racheli Right now, we ship within the US only. Later this year, we will expand worldwide. London and Dubai reach out every day—they are very much my customers. California is also perfect for luxury. I already have several clients there and thinking about what a West Coast presence could look like. In five years, God is big. I could be selling the company, bringing in shareholders. The vision is to be the biggest in the world—I believe that.
Brandon: For someone who keeps finding reasons not to get a dog—what do you tell them?
Racheli: Every dog is a blessing. There is a saying that your dog is your heart—when your heart is beside you, your life is fuller. When someone buys from us, they are also supporting New York shelters. We donate ten percent of profits to rescue organizations across the city, each one thoroughly vetted by myself. Our jewelry gives deserving dogs a second chance at a life like ours. That is our full circle.
New York City, New York, United States
