Monday, 27th February 2006 (4284 views)

Diamond-cut white gold tooth coverings are the latest trend to sweep through the youth market in the US, according to the Chicago Sun-Times.

Grills, as they are known, have been popular with rappers for a decade or more, but recent increased competition has seen prices drop and the accessories are now within the reach of teens wanting to emulate their celebrity heroes.

Troy Campbell, a 14-year-old from the Chicago area, wanted a $200 grill after he saw a music video recently. The bling rap video is called 'Grillz' and features Nelly, Paul Wall, Ali and Gipp.

Troy explained the benefits of gold-driven mouth customisation. "People with grills seem to be pulling more girls," he said. "I guess 'cause they got money in their mouth."

Treasures jewellery store in Ford City has seen a remarkable rise in the popularity of grills, also known as caps or fronts. Last year the sales were negligible, but now the store sells ten or 15 each day, with orders usually totalling $600 or $700.

Samir Noorani is the owner of Treasures, which also sells $22,000 18-carat gold watches from Jacob & Co.

He said: "We saw it as the next big fashion thing. Our business is mostly fad. There are so many changes every few months that you have to look for the next big thing, and this is definitely it."

 

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