Dutch eye surgeons have implanted tiny pieces of jewellery called "JewelEye" in the mucous membrane of the eyes of six women and one man in cosmetic surgery pioneered by an ophthalmic surgery research and development institute in Rotterdam.
The procedure involves inserting a 3.5 mm (0.13 inch) wide piece of specially developed jewellery -- the range includes a glittering half-moon or heart -- into the eye's mucous membrane under local anaesthetic at a cost of 500 to 1,000 euros (270 to 540 pounds).
"In my view it is a little more subtle than (body) piercing. It is a bit of a fun thing and a very personal thing for people," said Gerrit Melles, director of the Netherlands Institute for Innovative Ocular Surgery.
The piece of jewellery is inserted in the conjunctiva -- the mucous membrane lining the inner surface of the eyelids and front of the eyeball -- in sterile conditions using an operating microscope in a procedure taking about 15 minutes.