BOSTON -- According to doctors from Los Angeles, body piercing and tattooing are old hat. But a new fashion statement, eye jewelry, is becoming more popular -- but is it safe?

NewsCenter 5's Liz Brunner reported that Los Angeles eye jewelry ophthalmologist Dr. Robert K. Maloney is promoting his new marketing video showing how he can implant platinum jewels into your eye.

"I first heard about the jewel eye through a surgeon in the Netherlands and I thought it was really exciting and interesting and beautiful and a little bit edgy," said Maloney.

Maloney, an ABC "Extreme Makeover" surgeon, is the first in the United States to implant the tiny platinum jewels into a person's eye.

Island Allman heard about the procedure on the Internet and decided it was something she had to do.

"I love body jewelry and tattooing a lot. I decided it was a very interesting thing and I wanted to be a part of it, of something new, the 'art of the millennium,' as I put it," said Allman.

The marketing video, provided by the doctor's publicist, shows a jewel being implanted on top of the white part of the eye and under the clear mucous membrane using a local anesthetic.

Dr. Sandra Cremers of Massachusetts Eye and Ear Infirmary explained the procedure.

"So what you do is make a cut, you insert whatever you are inserting, right there into the little pocket and you close it back up," Cremers.

"The procedure doesn't hurt at all, you're back to work the next day. There's a little bit of redness that lasts around the jewel for a couple of weeks, then goes away," said Cremers.

But is it safe?

"Our experience so far is that it is remarkably safe. There's not been a single significant complication with anyone," the video claims.

But Cremers disagrees and said the risk of infection or other complications is high.

"We know that this part of the eye, the closer you get to the clearer part that covers the iris is important in the production of tears, keeping the eye healthy, preventing scar tissue from forming," said Cremers.

But people like Allman have their eye on something else.

"In addition to enhancing my appearance, I think it will bring out my eyes that are blue," said Allman.

"I think people want to be different, they want to be first to try something unusual, split tongue, you know, and doctors will do it unfortunately because of the money," said Cremers.

According to the video, the procedure costs $3,900 per eye.

Cremers said she doubts the procedure will ever be done at Massachusetts Eye and Ear.