The creators of rhinestone-studded bra straps designed to make visible straps fashionable won "The Next Great Infomercial Inventor" contest in New York.

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Jan Lori and Chuck Strube said their invention, which was picked over hundreds of others Tuesday at the P.C. Richard & Son Theater, is designed to bring extra flair to bras worn under sleeveless or strapless tops, the New York Daily News reported Wednesday.

"Hott Straps are bra straps that are meant to be seen. They enhance any outfit, which makes them functional and decorative," Lori said.

The winner was chosen by Telebrands chief executive A.J. Khubani, his wife, Poonam, and radio DJ Danielle Monaro.

Lori and Strube were awarded a $50,000 infomercial test and the chance to sell their product to a mass audience.