A Paris jeweller is selling a 40,000-euro (55,000-dollar) 18-carat diamond ring mounted in a sex toy that it claims is the world's most expensive erotic novelty.

"This sex toy was designed for rich people who want to declare their love in a special way," said Jean-Francois Tokars, a manager at Maison Victor on Paris' posh place Vendome.

The luxury sex toy is a white gold dildo that comes in various sizes and comes apart to release the ring studded with 117 diamonds.

Maison Victor has already sold several sex toys that Tokars described as a "very high end product".