Diamonds and big gold jewellery, manifesting newly won financial status, are the main points of reference when bling appears in the media today. But what is bling exactly? Who are the bling users? What products are considered as bling? What are the product characteristics of bling? This article is a first attempt to shed some light to the above questions. The answers give raise to curiosity and strong emotional reactions, mainly negative ones. What the underlying reasons to these reactions are and how the clear semantic message of bling products can be transformed into other types of products will be investigated in future studies.