How a broken tooth led to a multi-million dollar industry
In the glittering world of modern fashion, few accessories have captured the zeitgeist quite like grillz.
From A-list celebrities to social media influencers, GRILLZ is a symbol of style, wealth, and culture.
But the story behind today’s grillz began with a broken tooth and the innovative spirit of a Surinamese immigrant named Eddie Plein.
Eddie Plein lost his tooth in an accident and pioneered a multi-million dollar industry.
During a fateful trip to his homeland of Suriname, Plein broke a tooth and was offered a gold cap as a replacement.
This mundane dental procedure sparked an idea in the young Eddie’s mind.
So Eddie returned to New York, abandoned his football career aspirations, and enrolled in dental school.
His goal wasn’t to become a full-fledged dentist but to learn enough about making dental crowns to bring his vision to life.
He started a small operation in a Brooklyn pawn shop called “Eddie’s Gold Teeth” and as word of his unique creations spread through the hip-hop community, the business soon expanded.
Plein’s big break came when rapper Just-Ice became one of his first high-profile clients.
The artist’s gold teeth in promotional materials caught the eye of other performers, and soon, business was booming.
“Eddie’s Gold Teeth,” became the go-to spot for artists looking to add extra shine to their image. His client list included Flavor Flav, Big Daddy Kane, OutKast, and Ludacris.
Today, the grillz industry that Plein pioneered sits at the intersection of culture, fashion, and dentistry.
High-end jewelers and dental professionals collaborate to create increasingly intricate and valuable pieces.
From Nas to Ludacris, from CeeLo to A$AP Rocky, grillz have been a hallmark of hip-hop culture for over three decades.
Eddie Plein’s story is a testament to the power of innovation and the unexpected ways that cultural trends can emerge. From a broken tooth in Suriname to a glittering empire in New York.
In this week’s edition of my UNTITLED newsletter, I break down the economics of Grillz and gold teeth.
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