Grillz Are Back, And Steelers’ JuJu Smith-Schuster Is Taking A Bite

Grillz Are Back, And Steelers’ JuJu Smith-Schuster Is Taking A Bite

Like many-a-millennial, my introduction to grillz (which is, indeed, the correct spelling) came about while watching Nelly's 2005 music video of the same name. They were mesmerizing; little bands of gold, silver, and platinum“”topped with diamonds, of all things!“”covering the teeth of the coolest artists of the year. Everyone wanted one. And no-one could afford one. (Except for the kids who wrapped aluminum foil around their teeth and pretended it was a grill, but I digress...) Only now, more than fifteen years on, the kids who lusted after those grillz are all grown up, and the industry is booming. From Beyonce's gold peekaboo grill on the cover of Homecoming to the steady growth of the accessory's popularity on social media (over 500, 000 #grillz selfies tagged on Instagram and counting), grillz are taking a big bite out of the jewelry market. And, at tens of thousands of dollars for a high-end set, the grill makers are reaping the rewards. Case in point, LA based celebrity jeweler Greg Zaks, aka Greg Grillz, who has just partnered with Steelers' wide receiver JuJu Smith-Schuster on a line of custom grillz and jewelry for grillz. com. Zaks, who leads the site's creative direction, built