Our Story
OUR STORY
THE ETSSXY STORY
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FROM THE STREETS TO THE THRONE
ETSSXY was born in 2019, in a basement filled with beats and rhymes. Founder Marcus "M-King" Chen grew up on the streets of Los Angeles, immersed in hip-hop culture from day one. He saw a problem: jewelry that truly represented the street spirit was either unaffordably expensive or embarrassingly low quality.
"Everyone deserves the right to wear their own crown," Marcus said. "Whether you're recording your first track in the studio or freestyling on the corner with your crew, you deserve drip that makes you feel like a king."
With that belief, Marcus used his hard-earned savings to start the ETSSXY journey. He personally flew to factories around the world, learned jewelry craftsmanship, and insisted on using the best materials at the most reasonable prices to create jewelry for the faithful of street culture.
From the first Cuban link chain to today's complete product line — necklaces, rings, earrings, grillz, and hats — ETSSXY has become an undeniable force in hip-hop jewelry culture. Our customers span the globe, from underground rappers to mainstream stars, from street dancers to fashion influencers. Everyone finds their own way to express themselves through ETSSXY.
WHAT WE STAND FOR
OUR VALUES
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AUTHENTICITY
We don't follow trends — we create them. Every product comes from our deepest understanding and respect for hip-hop culture. Real recognizes real.
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CULTURE
Hip-hop is more than music — it's a lifestyle. Our jewelry carries the spirit and power of street culture. Every piece tells a story.
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QUALITY
We use 18K gold plating, 925 sterling silver, and premium CZ diamonds. Every piece is built to withstand the test of time and the streets.
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COMMUNITY
We're not just selling jewelry — we're building a family. Everyone who rocks ETSSXY is part of our crew. Together we rise.
OUR JOURNEY
THE TIMELINE
THE BEGINNING
ETSSXY was officially founded in a Los Angeles basement. Our first product line consisted of just 3 Cuban link chain designs.
GOING VIRAL
Through viral growth on Instagram and TikTok, the brand exploded online. Monthly sales surpassed 1,000 units.
EXPANDING THE LINE
Launched the Grillz collection and hat series, becoming a one-stop hip-hop accessories brand.
CELEBRITY COLLABS
Collaborated with multiple rappers and street artists to release exclusive limited-edition collections.
GOING GLOBAL
Products now ship to 30+ countries. Opened pop-up shops in New York and Tokyo.
GIVING BACK
Established the ETSSXY Foundation to support young hip-hop artists and street culture initiatives.
STILL EVOLVING
Launched custom Grillz service and AR virtual try-on feature, leading the jewelry tech revolution.