Or, to put it a better way, what does the successful millionaire who thinks they have everything actually not have?

The answer to this question would be a luxury version of the new Apple iPhone 12 Pro or Pro Max, but a luxury version plated in gold and inset with diamonds, incorporating a design inspired by your own memories, moments and experiences.

This is the type of luxury smartphone designed and produced by fine jewellers De Vere Diamonds of Hatton Garden, London.

The company takes the age old traditional jeweller’s craft and marries it to the world of desirable smartphones to give these modern devices a luxury edge.

De Vere Diamonds start with the client’s design ideas. This could be inspired by a memory, moment, experience, work of art or a favourite object. The possibilities are endless and only limited by the jeweller’s skills.

“We ask our clients to use memories, moments and experiences to provide the inspiration for their designs” said Philip De Vere, Managing Director of De Vere Diamonds. “The beautiful thing about one of our custom smartphones is that we can create a design inspired by a memory, say a loved one, reproduce that design in gold and jewels on the smartphone, which is then carried with the owner as they use it to create new memories, moments and experiences” he added. “In a sense it’s experiential luxury”.

The complexity of the iPhone 12 has made development of these luxury smartphones a lot harder than the previous iPhone 11 Series.

Precious metals are cast and shaped to form the new components that are then inset with diamonds just like a piece of fine jewellery, to recreate the iconic Apple logo, highlight the side buttons or surround the camera lens. The finished iPhones are then polished for at least 8 hours.

The rear of the iPhone is set with a gold plated cast alloy replacement for the glass back. This allows engraved designs and diamonds to be incorporated within it. Diamonds can also be set into the flat edge of the iPhone 12, along with any desired engraving, which can be done by hand or laser.

De Vere Diamonds started designing and creating luxury phones as commissioned pieces for their clients in 2005. This popularity grew with the introduction of the Apple iPhone in 2007, leading them to produce the first diamond inset versions of this best selling smartphone, including their ‘Angel’s Tears’ edition of the iPhone 3G.

The first two models available are the iPhone 12 Pro and the iPhone 12 Pro Max.

They are available in 256GB and 512GB versions in 18K and 24K gold, with or without diamonds to the custom design of your dreams.