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Saying “expresso” instead of “espresso”. Posting photos of DJs. Mykonos. In the world of @GstaadGuy, all are tells consigning their offender “à la poubelle”. The social-media influencer has amassed an Instagram following of almost one million by poking fun at the ultra rich via his parody personas. Now, he’s parlaying his signature snobby catchphrase into a line of irreverent jewellery.
Poubel, which launches on 16 August, is a modular jewellery line of customisable chain-link bracelets and necklaces. Made in recyclable sterling silver, the collection features hand-painted enamel charms with an eye-catching, emoji-like quality. You’ll recognise the watermelon slice and the aubergine from your regular instant-messaging interactions. But there are also charms that bear the “if you know, you know” hallmarks of Gstaad Guy’s videos: the Cipriani vanilla meringue cake; a bateau that evokes a Riva Aquarama speedboat; a loafer clearly inspired by his Loro Piana obsession.
Gstaad Guy hopes it will resonate with those who are the targets of his humour (he counts billionaires among his following). “The jewellery options for men are quite dull. And women have a lot of options that are at a premium but not necessarily very expressive of one’s identity or interests,” says the influencer, who still keeps his own identity a secret. A 20-something entrepreneur whose parody personas are officially dressed by Loro Piana and Audemars Piguet, and who has his own rosé wine, Palais Constance, he’s betting on Poubel as a form of “speed dating for friendships”. He continues: “I saw a void there – to have this members’ club energy on the wrist.”
Rather than traditional charms, Poubel charms are embedded in the expandable modular links. “There are no [clinking] sounds – it’s more elegant,” he explains. The jewellery doesn’t have to be worn on the body, either: Gstaad Guy anticipates the charms being clipped to a handbag, perhaps an Hermès Kelly or a Louis Vuitton Keepall. Or you can create a dog leash or a cord for water skiing, he suggests. Sounds totally absurd? That’s his stock in trade. Less provocatively, he’s kept prices relatively affordable: Bracelets start at £220, with charms from £60.
Poubel also taps into the buzzwords currently dictating influencer marketing: connection and authenticity. It’s a game that Gstaad Guy knows well and lives first-hand, thanks to his close relationship with his audience, who are known to call out the excesses of their dads and uncles by pronouncing them “so Gstaad Guy”. “Sauna and the cold plunge, even iced matcha and backgammon… these things are so absurd, but people really do bond over them,” he says. “The second that two people who’ve never met realise they both like backgammon – that spearheads a friendship and makes it move a lot faster.” Ditto, he hopes, a charm in the shape of a Peruvian vicuña.
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