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Monday, January 6, 2014

"Grillz" Shop Wants to Make STL the Gold Teeth Capital of America

Posted By on Mon, Jan 6, 2014 at 8:45 AM

click to enlarge One of the grillz from STL Grillzz - RAY DOWNS
  • Ray Downs
  • One of the grillz from STL Grillzz

West Said's original plan for the space on Delmar Blvd. and Hamilton Ave. was to open up a cell-phone store. But then he had an epiphany.

"I woke up one day and was like, 'I should make this a grillz shop.' There's cell-phone stores everywhere," Said (pronounced sy-eed) says.

STL Grillzz is the only official grillz shop in the city, according to Said. And given the fact that Said also does taxes as a side business in the shop, it might be the only grillz/income tax shop ever.

The Delmar shop has only been open for about a month, but Said has been making and selling grillz on and off for several years. He first got into the business in 2006, shortly after Nelly's 2005 hit song "Grillz" came out and gave some mainstream attention to the style of jewelry that had been around since at least the '80s.

"When Nelly had that that song, everyone was wearing grillz at that time. It was a hot commodity," Said tells Daily RFT. "I got picked up with the trend, and that's how I learned about gold teeth."

Said had just graduated from Hazelwood West in 2006 and started making grillz out of a friend's store. He learned the technical side -- building molds, melting gold and creating designs. Other commitments led to him taking a break from devoting himself full-time to grillz, but he got back into it over the last few years.

"I like it. I like the idea. It's fun, too," he says.

He got his grillz business going by advertising his wares on Instagram. He markets his work heavily on the site and has more than 13,000 followers on his two accounts -- STL Grillzz and ATL Grillz. Said says he first started marketing his grillz to an Atlanta audience because of their popularity in the South, but he recognized the demand in St. Louis and decided to focus on his home city as well. That's what led him to open up the shop on Delmar Boulevard.

click to enlarge STL Grillzz storefront on Delmar Boulevard. - RAY DOWNS
  • Ray Downs
  • STL Grillzz storefront on Delmar Boulevard.

On the counter of STL Grillzz are several examples of Said's handiwork, which range from about $50 to $70 per tooth, depending on if you want 10 karat or 14 karat gold. And for people who really want to show off some bling, they can get some diamonds thrown in, too, which obviously raise the price up quite a bit, sometimes into the thousands.

Said mixes putty to create the mold for a customer. - RAY DOWNS
  • Ray Downs
  • Said mixes putty to create the mold for a customer.

Said gained a large following through social media, but he's also benefiting from the fact that grillz seem to be enjoying a resurgence in popularity as the most commercial pop stars are sporting gold teeth more often these days.

"It's not like they stopped wearing them since then. It was still here, it just wasn't mainstream like with Miley," Said says, referring to the singer. "Now it's getting back to how it was."

Said picks up a glittery two-piece grill from off the counter. Click on the next page to see the Miley grill...

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