Bosses at one U.S. company have unveiled a bizarre new plan to produce ten sparkling diamonds from locks of late pop legend Michael Jackson’s hair.

The hair MJ lost, after a fire on the set of a 1984 Pepsi commercial left him nearly bald, can be transformed into diamonds, jewelry company LifeGem claims.

Executives at LifeGem have obtained a sample of the King Of Pop’s tresses from a memorabilia collector, who owned some of the hair Jackson burned off his scalp during the Pepsi filming. Company founder Dean VandenBiesen plans to create a limited edition set of ten diamonds using a laboratory process that takes carbon from hair and turns it into high-quality gems

“Absolutely this is for real,” VandenBiesen says of his plan.