Sean "P. Diddy" Combs has already made his mark as a musician and all-around entertainment entrepreneur. P. Diddy has built up his empire from a record label to a conglomerate of "gangster chic" consumer items, he now has another money making machine on his hands. Diddy is now in the auto parts business designing luxury custom car and truck rims with Weld Wheel Industries Inc.

The 50-50 joint venture between Combs' Bad Boy Worldwide Entertainment Group and Kansas City's Weld Wheel Industries Inc. was announced at the 2005 New York International Auto Show and targets sports trucks, luxury SUVs and high-end American and German automobiles. The Sean John signature wheel designs retail between $700 to $3,000 each and are a high-end, quality alternative to mainstream custom wheels.

Styling and innovation is synonymous with Combs, and Sean Jean Wheels are all about hot styling. Designed specifically to reflect the sexy, sophisticated P. Diddy lifestyle image. Sean John Wheels are custom crafted for unmatched strength, lightness, and optimum brake cooling ability, and combine stylish, aggressive multi-spoke designs with an aura of elegance that will top off any custom or luxury ride.

In the urban market, custom rims have become a fashion statement if not a "badge of honor". Can any urban lifestyle brand now be complete without a line of dubs? Seriously, chrome rims are the new cologne. Sean's personal choice is the Zeus model which he's added as the finishing touch to his Rolls-Royce Phantom.

The way they've designed the Diddy's line of wheels, they look like they're moving even when they're not. Each of the nine designs- from the elegant six-spoke to the amazingly intricate 18-spoke versions - are built to Weld's legendary toughness and durability standards, delivering low moment of inertia for improved acceleration and air flow to help cooling and reduce lift and drag. They have even given them ancient Greek names like: Zeus, Atlas and Apollo just to name a few.

Your car really is not finished until you buy your custom rims for it. That kind of dictates who you are, like in your Benz, Phantom Rolls Royce, or your Chevy, Ford or whatever car you drive.

Before you go out and spend three to twelve thousand dollars, you need to do some research. You need to read up on the following wheel characteristics: backspace, bolt patterns, centerbore, offset, plus sizing, spacers, wheel adapters and proper torque.