SGG

What SGG does

SGG (Seattle Gold Grills) is a private, family-owned jewelry retailer operating from Renton, Washington. It traces to Fred Bennett Creations, founded by Fred Bennett Sr. in 1976; that business began crafting gold grillz in 1998, and Fred Bennett Jr. launched SGG as a dedicated grillz subsidiary in 2016. SGG's stated customer segments include athletes and entertainers, as well as legacy customers and general consumers seeking accessible or custom jewelry.

SGG's core product is custom-fitted gold and silver grillz, including stone- or diamond-detailed designs. Customers receive dental impression mold kits, submit tooth impressions, and receive a personalized fit; stated production times are 16-17 business days for standard custom grillz and 39-42 business days for stone designs. The portfolio also includes handcrafted Moissanite jewelry set in sterling silver, gold and silver chains and general jewelry, brass-and-cubic-zirconia entry products, and accessories such as cleaners, cases, and lighted boxes. Repair, sizing, and cleaning services extend the product offering.

Revenue is generated through one-time purchases of custom work and pre-made inventory rather than recurring contracts. Publicly stated examples include Brass Collection products starting at $349 and a $499 custom pendant-and-chain item; custom grillz pricing is not public and varies by material and design complexity. SGG is e-commerce-first through Shopify, supplemented by appointment-only consultations in Renton, worldwide shipping, and mailed mold kits. Klarna, Acima, Affirm, Shopify Pay, and other checkout options support installment purchases, with free shipping on orders over $300.

Name

SGG

Legal name

Seattle Gold Grillz

Website

https://seattlegoldgrillz.com

Company type

Private

Founded year

1976

Operating status

Operating

Short description

SGG (Seattle Gold Grills) is a jewelry retailer serving athletes, entertainers, and other consumers through custom gold and silver grillz, handcrafted jewelry, repair services, Shopify sales, and an appointment-based Renton showroom.

Ownership category

akta.pro rank

Product category

Custom Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI), Fine Jewelry & Precious Metal Repair (CRAKALAA)

Keywords

• Custom grillz
• Handcrafted jewelry
• Moissanite chains
• Dental jewelry
• Custom pendants

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Custom Grillz: Bespoke gold and silver grillz crafted to individual dental impressions. Revenue generated through one-time custom orders with full payment via Venmo, Cash App, Zelle, or Cash. Turnaround time 16-42 business days depending on complexity.
2. Pre-made Jewelry: Pre-made gold chains, silver chains, gold jewelry, silver jewelry, and custom pendants sold through e-commerce storefront. One-time purchase model with shipping within 3-5 days for in-stock items.
3. Payment Plans: Financing through Klarna, Acima, Affirm, and Shopify Pay enabling customers to pay in installments. Options include interest-free four-payment plans and longer monthly payment plans to increase average order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Seattle Gold Grills (SGG) designs, hand-crafts, and sells custom-fitted gold and silver grillz made from individual dental impression molds, alongside a Moissanite jewelry collection (sterling silver set with VVS Moissanite), pre-made gold and silver chain collections, a Brass Collection of affordable pendants and Cuban chains, and supporting accessories. The company also offers jewelry repair, sizing, and cleaning as after-care services.

Product overview

SGG operates as a unified e-commerce jewelry brand built around its flagship Custom Grillz product — custom-fitted dental grillz made from gold or silver, ordered through a dental mold process. These are supplemented by a Moissanite Jewelry Collection (sterling silver with VVS Moissanite stones) that targets athletes and entertainers, and a Brass Collection (pendants and Cuban chains with cubic zirconia) for budget-conscious buyers. Supporting the core offerings are pre-made Gold and Silver Chain Collections, Gold and Silver Jewelry Collections, a Daily Sales rotation, and accessories including Jewelry Cleaners, Jewelry Boxes, and Grillz Cases. The portfolio is tiered by material quality — gold/silver for premium custom work, moissanite for mid-tier luxury shine, and brass/cubic zirconia for accessible entry points — all sold through the Shopify-hosted storefront.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Grillz Custom-fitted dental grillz crafted from gold or silver. Customers submit dental impression mold kits for a personalized fit; standard orders take 16-17 business days and custom designs with stones require 39-42 business days.
• Diamond Grillz Custom-fitted grillz with diamond cuts or diamond dust detailing — a high-end custom option.
• Moissanite Jewelry Collection Hand-crafted sterling silver jewelry set with VVS Moissanite stones, including Miami Cuban Link chains, custom pendants, initials, and numbers. Targets athletes, entertainers, and legacy clients seeking high-shine affordable luxury.
• Brass Collection Affordable brass-based jewelry with handset cubic zirconia, available as custom pendants and 12mm Cuban chains. Plating options include Yellow Gold, White Gold, and Rose Gold. Starting at $349, targeting fans and athletes seeking NIL-inspired style at accessible price points.
• Gold Chain Collection Pre-made gold chain necklaces including Cuban links, Figaro, and Marquise rope chains in different widths and lengths.
• Silver Chain Collection Pre-made sterling silver chain necklaces available in multiple styles and widths.
• Gold Jewelry Collection Gold jewelry pieces beyond chains and grillz, including rings, bracelets, and earrings.
• Silver Jewelry Collection Silver jewelry pieces beyond chains and grillz, including rings, bracelets, and earrings.
• Jewelry Cleaner Collection Cleaning solutions and tools specifically designed for maintaining gold, silver, and grillz jewelry.
• Grillz Case Protective cases designed for storing and transporting grillz when not in use.
• Jewelry Repair, Sizing, and Cleaning Services After-care services for previously purchased jewelry, including repairs, chain sizing, and cleaning.

Quantifiable outcome

• 50+ years of continuous operation as Black-owned jewelry business
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• GotGrillz: Direct-to-consumer custom grillz maker using at-home impression kits and precious metals, mirroring SGG's core custom-fit grillz model for athletes and entertainers.
• Custom Gold Grillz: Specialist in made-to-order gold and silver grillz shipped worldwide via dental impression kits, directly competing for the same athlete/entertainer persona as SGG.
• TraxNYC: NYC-based custom diamond and gold jewelry house well known for hip-hop celebrity grillz and Cuban link chains, competing head-on in the high-end custom grillz and chain categories.
• IceCartel: D2C custom grillz and hip-hop jewelry brand selling Cuban links, pendants, and grillz online with multi-tier pricing, closely matching SGG's e-commerce-led GTM.
• Gold Teeth God: Prominent custom grillz jeweler with celebrity clientele and a focus on precious-metal and diamond-set grillz, directly comparable in product and target customer.
• King Ice: Direct-to-consumer hip-hop jewelry brand with chains, pendants, and grillz, targeting the same fashion-conscious, hip-hop-affinity buyer that SGG pursues with its Brass and Cuban collections.
• Eliantte: Atlanta-based custom jeweler for hip-hop and sports clientele, offering bespoke grillz, chains, and pendants — directly comparable in celebrity-driven custom jewelry.
• Grillz Godz: Online custom grillz retailer offering at-home impression kits and precious-metal grillz, overlapping SGG's bespoke-fit, D2C fulfillment model.
• JGoodin: Custom grillz and hip-hop jewelry maker serving athletes and entertainers with precious-metal grillz, comparable product mix and persona targeting to SGG.

Broad incumbents

• Johnny Dang & Co. Houston-based iconic hip-hop jeweler famous for celebrity grillz and iced-out pieces; larger and more established than SGG, serving an overlapping entertainer/athlete clientele.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/seattlegoldgrills

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SGG