This eye jewelry craze is an eye implant called the "Safesight jewelry" procedure. It is currently offered by Dr. Emil Chynn of Park Avenue Laser Vision in New York. The procedure includes making an incision in your sclera and implanting the platinum jewelry into your eye.
The Safesight jewelry procedure uses platinum implants, because platinum is more dormant than gold -- which may move once it is placed in the eye.
Dr. Chynn maintains there is little to no risk in getting a platinum eye implant, stating on his website: "If eye jewelry carried any risk of visual loss, we would not perform it".
This procedure is clearly not for everyone. It is for those who truly want to stand out or make a statement, and for those risk-takers who are willing to take a chance, all in the name of style.