Now why didn't Kim design her sister Khloe Kardashian's engagement ring?

She may have diamonds engagement rings on the brain after being involved in the Ultimate Engagement Ring Search for the World' s Best Couple Contest in N.Y.C. on October 18.  The event was held at Brasserie Ruhlmann in Rockefeller Center. 

The Keeping Up With The Kardashians star, new star of the reality show Kourtney and Kim Take New York and rumored John Mayer fling was chosen to model a striking 22ct princess-cut diamond ring set in platinum to be awarded to the winning couple. 

She joined contest creator and Michael Hill International LA based jeweler Michael Hill, who told Women's Day Australia magazine that he wants the contest "to inspire blokes to be more romantic.  It's all about rekindling the spirit of love."

Registration for the competition was open to couples from the United States, Australia, Canada, and New Zealand over the age of 18.

“I’ve never met a jeweler who was willing to give away a 22 carat diamond ring to a couple that he feels like is just truly, genuinely in love,” she said at the competition.

For Kardashian, who is already in the midst of her third jewelry venture, merging with Loren Jewels creator Loren Ridinginer for her Kim Kollection, a luxe line of diamond earrings, diamonds are a girl's best friend.  She Tweeted with enthusiasm about the event, saying she was excited to model the engagement ring.

The E! reality star has had a designer love affair with jewelry in the past.  She's already co-designed an Armenian-inspired jewelry collection for L.A. label Virgins, Saints and Angels with her sisters Kourtney and Khloe Kardashian and joined celebrity jewelry designer Pascal Mouawad for two new jewelry lines, one for Mouawad's brand and one for the Bebe retail chain.  

Michael Hill bought 17 diamond jewelry and fine jewelry stores from Whitehall Jewelers in 2008 before the recession.  In June 2010, however, Hill decided to close eight of the 17 stores, leaving only nine left in the greater Chicago area. Hill hopes the contest will improve the Michael Hill International diamond jewelry and fine jewelry business in the United States. 

"We have a very high profile obviously in Australia, but not up here," he said at the contest.

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