Diamonds made using a high-pressure process during which strands of Pele's hair are charred are being sold for $US7,500 ($A8,117) a piece.
Pele has unveiled an unusual line of diamonds using strands of the football legend's own hair.
The man many regard as the sport's best player of all time presented the ultimate superfan souvenir in Sao Paulo ahead of the World Cup that Brazil will host in two months.
The diamonds are made using a high-pressure, high-temperature process during which strands of Pele's hair are charred.
The limited edition includes 1283 diamonds - one for each of the champ's goals.
The gems cost about $US7,500 ($A8,117) a piece and come in a gold-plated box featuring Pele - born Edson Arantes do Nascimento - on the pitch scoring a goal.
Never far from shop talk, Pele, who is 73, was asked at the event about Ballon d'Or winner Cristiano Ronaldo and Argentina's Lionel Messi.
"From our point of view on football, Messi is the more complete one. He creates (opportunities) and scores goals," Pele said.
"Cristiano is (like) our (late) Vava, our Ronaldo. He is a Dada Maravilha," he added, referring to three Brazilian big scorers.