Gstaad Guy, a social media influencer known for mocking the ultra-wealthy through his parody personas, is launching a new jewellery line aimed at the one percent. With nearly a million Instagram followers, the influencer has gained popularity by humorously critiquing the habits and lifestyles of the rich. Now, he’s turning his signature snobbish catchphrase into a line of jewellery called Poubel.
Set to launch on August 16, Poubel is a modular collection of customisable chain-link bracelets and necklaces made from recyclable sterling silver. The pieces are adorned with hand-painted enamel charms that are reminiscent of popular emojis, such as a watermelon slice and an aubergine. Additionally, the collection features charms inspired by elements from Gstaad Guy’s videos, including a Cipriani vanilla meringue cake, a speedboat resembling a Riva Aquarama, and a loafer inspired by his Loro Piana obsession.
Gstaad Guy, who remains anonymous, hopes his jewellery will appeal to those who are often the targets of his satire, including billionaires. “Jewellery options for men are generally dull, and while women have many choices, they’re often premium-priced and don’t necessarily reflect personal identity or interests,” says the influencer. Known for his parody personas dressed by luxury brands like Loro Piana and Audemars Piguet, Gstaad Guy is positioning Poubel as a way to foster connections, describing it as “speed dating for friendships.”
Unlike traditional charms, Poubel charms are embedded within expandable modular links, creating a more elegant look without the clinking sounds typically associated with charm bracelets. The jewellery can also be used in unconventional ways, such as clipped to a handbag, used as a dog leash, or even as a cord for water skiing. While the concept may seem absurd, this kind of playful absurdity is a hallmark of Gstaad Guy’s brand. Despite its luxury appeal, Poubel remains relatively affordable, with bracelets starting at £220 and charms from £60.
The collection also taps into current trends in influencer marketing, focusing on connection and authenticity. Gstaad Guy, who has a close relationship with his audience, often sees his followers using his catchphrases to mock the excesses of their wealthy relatives. He believes that shared interests, even in seemingly trivial things like backgammon or iced matcha, can quickly forge friendships. With Poubel, he hopes his charms will spark similar connections among those who recognize and appreciate his satirical take on the high life.