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MAYADORO on German TV: “The Diamond Queen of Dogs”

September 22, 2025
Illustration Rainbow
Illustration Lemon

MAYADORO on German TV: “The Diamond Queen of Dogs”

In August 2025, German broadcaster RTL aired a primetime feature about MAYADORO and its founder, Beate Schuerle. The story carried the striking title “Die Diamantenkönigin der Vierbeiner”“The Diamond Queen of Dogs” – and gave viewers an intimate look at a world where Swiss design, Italian craftsmanship and unconditional love for dogs come together in a completely new form of luxury.


A Story of Passion and Craftsmanship

“A dog collar worth €75,000?” – with this question, RTL reporter Katharina Seiwert introduced audiences to the world of MAYADORO. The cameras followed Beate from her adopted home in Lugano to the atelier of her goldsmith, capturing the final steps in the creation of a high jewelry dog collar.

Every detail mattered. “Perfection is everything here, because even a tiny mistake could ruin the entire piece,” explained Beate as the collar – crafted in 14k gold and adorned with over 170 gemstones – neared completion. Months of work, countless hours of precision, and an unwavering pursuit of beauty culminated in a single piece that redefines what jewelry for dogs can mean.


From Lugano to Lake Como

The feature then moved to Lake Como, where Beate hosted one of her exclusive shopping events at the five-star Mandarin Oriental. Privacy and discretion were key, as clients were invited to discover bespoke collars and harnesses in the intimacy of a private suite. Diamonds were compared, colors chosen, and sets completed with matching leashes and bags – an experience more akin to a fine jewelry trunk show than a traditional pet accessory sale.

It was here that clients expressed what MAYADORO truly represents: “It’s something precious – jewelry for eternity – meant to unite dog and owner forever.”


The Story Behind the Diamond Queen of Dogs

For RTL, the story was clear: Beate Schuerle has opened a new chapter in jewelry history. Having built a career in the global fashion and jewelry industry, she left her role in a renowned fashion house to create something deeply personal. Inspired by her own dog Maya, she founded MAYADORO – a brand name that unites Maya with the Italian d’oro (“of gold”).

Her vision quickly earned her the moniker “The Diamond Queen of Dogs”. With creations ranging from €1,000 to more than €100,000, Beate has proven that there is an international clientele ready to invest in fine jewelry designed for their beloved companions.


More Than Luxury

But beyond price and prestige, the RTL feature highlighted the emotional core of MAYADORO. Jewelry, as Beate explains in the program, is never about necessity but about love and desire. “Dogs give us so much – this is simply a way to say: I love you.”

This philosophy resonated not only with clients at Lake Como but also with Nicolas, the luxury jeweler in Lugano who agreed to display her diamond dog collar in his boutique on Via Nassa. For him, too, the idea was groundbreaking: “Your concept – jewelry for dogs, for our best friends – this is the best idea you could have come up with.”


Watch the RTL Feature

The full segment is available to view on RTL’s website. While the broadcast is in German, the images themselves tell the story of a woman who dared to reinvent jewelry, a dog who inspired a brand, and a vision of love and craftsmanship brought to life.

👉 Watch the RTL Feature here