Grill It!May 25, 2016 (0 comments)
By Hedda Schupak, Editor, The Centurion
New York, NY—It’s grillz season. No, we’re not talking about throwing steaks on the Weber, we mean grillz, aka gold (and sometimes diamond) tooth jewelry.
Grillz, which started as a hip-hop fashion trend, were spotted recently on celebrities such as Kylie Jenner (left), Madonna, Miley Cyrus, Katy Perry and others. And while it’s not exactly a product most luxury jewelers think to add to their showcases, it is something a lot of people are suddenly looking for online.
Karus Chains, a New York-based manufacturer of precious metal chain, is also well known for its robust research and trend data about online jewelry searches. While gathering data for its latest report on hip-hop jewelry, some figures jumped out, says Caemin O’Connor, who heads the company’s research department.
As the chart below shows, the popularity of grillz is--ahem--smoking. Five of the top 10 searches for hip-hop jewelry are for grillz and 23 of the top 50 searches of hip-hop jewelry are for grillz.
“This surprised us, so we undertook further research and found that searches for grillz jumped by 124% over the last 18 months. The overall popularity of hip hop jewelry online increased by 38%, helped in no small part to the huge interest in grillz,” says O’Connor. Karus analysis suggests that model Jenner, recently photographed wearing grillz, has a direct impact on the results.
Kylie Jenner, Madonna, and Miley Cyrus in grills (or grillz on this side of the Atlantic). Photo: DailyMail.co.uk