Meet an icon of pop culture: Ronco’s Rhinestone and Stud Setter (AKA the original Bedazzler). Used to fasten studs and rhinestones to clothing and accessories, the gadget was a must-have in the era of rising DIY fashion trends and affordable personalisation.

Developed in the 1970s, this infomercial from K-Tel has a thrifty focus, demonstrating how the Rhinestone and Stud Setter can bring new life to old clothes. The narration presents bedazzling as an all-ages activity that is relatively simple and cheap (‘…and it’s only $9.98!’).

Contemporary gender norms are present – the ad frames clothing alteration as a women-only activity – but the commercial also marks a shift away from long-held associations between fashion and luxury. The possibilities of personal style as inclusive, sustainable and communal take centre stage. Though the footage initially focuses on jeans, a popular item for rhinestone decals, it quickly moves to a versatile range of bags, bucket hats and cushions, presented in a variety of glittering patterns.

K-Tel International Ltd was one of the biggest TV marketing brands of the 1970s and early 1980s, selling products through infomercials and live demonstrations. Bedazzlers experienced another wave of popularity in the 1990s, when rhinestones were back in trend. Rosie O’Donnell included a bedazzler in the gift bag of every guest at her Rosie magazine launch in 2001.