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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

Read more about stars wearing grillz here, and read Karus’s research report about the popularity of grillz and hip-hop jewelry here.