When I was eight years old, I told everyone the new mud flap with the rhinestone on my Schwinn was the prize for winning the biking competition at the Knights of Columbus.

CNN

Instead, the full-length, sequin-and-rhinestone-encrusted number will be the "crown jewel" of an e-commerce collectibles Web site the pair expect to launch next year.

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That could be because the rest of the world still envisions the New Russia as a land of rhinestone-encrusted SUVs and mink-swaddled mistresses. (Think of the guy in the DirecTV commercial with the tiny giraffe.) Snob may be the antidote to that image, but its name doesn't convey that.

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Among the threads in the Matt Damon, Michael Douglas spectacular is a 14-foot, rhinestone studded, white-fur cape.

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So is Paris Hilton, once a high-profile booster of the Sidekick--her phone that was famously hacked in 2005 was a rhinestone-encrusted Sidekick II.

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