French jeweler Mauboussin gave away 5,000 tiny diamonds as part of a promotion in Tokyo on Monday. The tiny diamonds were 0.1 carat diamonds worth about $50.

Mauboussin’s flagship Japan store opened in Ginza, one of the most expensive pieces of real estate in Japan, in February.

But the store had often been empty because its name, though associated with international celebrities, isn’t widely recognized among Japanese.

The French fashion publication, l’Officiel, has embedded three diamonds each worth 26,000 Euros ($34,000 USD) in three of the magazine’s December issue.

The three magazines have been placed in news stands somewhere in France. This may be actually a first in the history of print media !