Increasingly men are starting to sport flashy jewelry, almost as much as women, reports wvec.com.

The jeweler Christian Bernard has substantially expanded its line of men's jewelry recently.

And often sporting and entertainment icons such as David Beckham, Nelly, P-Diddy and Kanye West add to men's eagerness to sport bling by being seen out bedecked in expensive diamond, gold and platinum jewelry.

Sales associate Aaron Richards told the news channel that some new lines of men's jewelery feature "stainless steel, diamonds, you know. [Also] a little bit of rubber in there, which is kind of new".

He added: "Of course, you have the newer rings that are titanium and tungsten ... those have gotten really popular."

In the world of business cuff-links are making a huge comeback, as are money clips and flashy belt buckles.

Meanwhile, Guess Jeans founder Georges Marciano has purchased a flawless white diamond for $16.2 million (£8.6 million), it has been reported.