The tasks I complete on a daily basis require me to sift through a ton of information pertaining to a multitude of subjects. Today’s work led me to stumble upon ItsHot, a New York-based jewelry wholesaler. You know, bling bling, money ain’t a thing, C.R.E.A.M., diamonds are a girl’s best friend, make it rain, all that fancy shit. As I browsed the categories like Diamond Watches, Women’s Jewelry, Men’s Jewelry, Engagement Rings, etc., I noticed one I had never seen before: Hip Hop Jewelry.
Have rappers, producers, and DJ’s become so famous for their ice that they are now worthy of their own gemstone demographic? What, conductors of world renowned orchestras don’t buy fancy watches? Rock and roll types don’t buy themselves 2 carat studs? I only mention the musical side of Hip Hop not to neglect the other elements, but when was the last time you saw a b-boy sporting rocks, rather than uprocking? Graf writers? Yeah, thought so. Unless they’re extra flashy with it, in which case I’d say they’re a rare breed.
Why would a jewelry retailer want to market to Hip Hop? Most people notable enough to have the money to blow on the shit have rags-to-riches stories that most likely left them with a horrendous credit score, and a healthy bunch have nice criminal records. What up, TI? DMX? Shyne? Tru Life? I’m all for giving ex-cons a second chance but when I’m selling merch valued at $100k I’m going to think twice about the source of the money (“eyes is out, son, they watchin’ us”), and the longevity of my client’s career because payment plans don’t go away overnight. Unless of course I’m hustling conflict diamonds and have no morals or standards anyway.
But then it hit me. The same bullshit that makes these guys high-risk is the exact same thing that makes them the perfect market. Where there are rappers, there are chain snatchers. And where there is chain snatching, there is a constant demand to replace the snatched goods. Put enough codeine-laced beverage into them and they probably would be crazy enough to drop over $20,000 via an online purchase that will be plopped in a truck in a cardboard box to be transported to them. No wonder It’sHot is one of the top companies in the NYC metro area on the Inc. 5000 list. Hell, it wouldn’t surprise me in this economy if jewelers are hiring people to go snatch some chains up from their own rappin-ass clients. Keep ‘em coming back, supply and demand, all that shit, right?
I’m still a little mad that they put a Mickey Mouse pendant in the Hip Hop section, though. I know rap got corny these days, but that’s still tugs at my heart strings a smidgen. Somehow I don’t think Mickey would be too happy about that either.
Hang on tight to those Jesus pieces, folks, shit is real in the streets these days.
