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Everyone wants to have a twinkle in their eye but this woman has gone one step further - by having a platinum heart inserted into her EYE.

Lucy Luckayanko braved the procedure in New York and hopes her new look will get her noticed.

"It's going to be a conversation maker," she told Fox 5. "I will be able to tell people. It will be unique. It will be sort of my unique factor."

The procedure, which takes place at Park Avenue Laser Vision and sees a small heart-shaped piece of platinum inserted into her eye, is known as Safesight jewellery.

Despite the surgery not being officially approved by the FDA, the man carrying out the procedure on Lucy, Dr Emil Chynn, doesn't believe there is any danger involved.

"It's a very thin piece of platinum that's designed for insertion on the top of the eye," he said. "It's not in the eye so there's no risk of blindness or anything at all."

Beauty is in the eye of the beholder, and at $3,000 a pop, it is certainly for the wealthy too.