How do you spot a criminal mastermind?

By counting the amount of jewels they wear, according to a new campaign launched by Kent Police.

It is asking people to look out for anyone who unexpectedly buys a fancy new car, or suddenly starts wearing rock-sized diamonds – and report them to officers.

The gossip-led policing campaign is called “Too much Bling? Give us a Ring!”

Kent Police and Kent Crimestoppers are hoping it will help them to target criminals by watching what they spend.

Kent Crimestoppers chairman Ian Cooling explained: “We are looking for displays of exceptional money or wealth from someone who has no visible reason for having that much.”

However, the campaign has attracted criticism from one man whose own family were the subject of a two year police investigation.

Derek Horne, from Staplehurst, father-in-law of car dealer John Fowler, who was acquitted of involvement in the £53 million Securitas robbery earlier this year, said it could lead to jealous people reporting friends and neighbours out of spite.

He said: “This thing has nasty undertones, especially as it is encouraging people to spy on their neighbours. It seems as if you will just get the green eyed monster causing trouble.”

Mr Cooling was keen to refute this claim, saying that Kent Crimestoppers had experienced staff at its call centre who were trained to deal with nuisance calls.

He said information to the organisation, which allows people to leave completely anonymous tip offs, had already helped police seize millions of pounds of drugs and the proceeds of crime.

To help deal with any influx of information the campaign might produce, Kent Police have placed financial investigators on each of the six police districts in Kent.

A spokesman said: “The police are determined to remove financial assets from criminal networks and successes are already being chalked up.”

How would you feel if buying a shiny new car led to you being reported to the police? Let us know by writing to the Kent Messenger, 6&7 Middle Row, Maidstone, Kent, ME14 1TG or email messengernews@thekmgroup.co.uk