^{This text initially appeared on Enterprise Insider.}

Proudly owning a single Stanley cup has change into the last word cool-girl standing image.

Ashley Kosko has a group of a minimum of 80.

The 37-year-old is a die-hard fan, collector, and bedazzler of the coveted, cult-favorite drinkware.

She bought her first Stanley in 2022, coated it in rhinestones as a present for a pal, and has been obsessive about adorning the cups ever since.

Kosko now sells her creations for upwards of $400 every, and she or he has a loyal buyer base that frequently returns to have their stylish cups changed into glowing, personalised equipment.

She’s additionally grown her private stash and makes use of the cups day by day.

Talking with Enterprise Insider, the Tennessee native defined why she loves Stanleys a lot, her ideas on criticism aimed toward followers, and the way she feels about spending greater than $30,000 on her passion.

^{Among the Stanley cups owned by Ashley Kosko. Ashley Kosko}

Love at first Stanley cup

In 2022, Kosko was bedridden, going through medical points, and in want of a passion. So she turned to YouTube and realized tips on how to rhinestone.

She loved the craft a lot that she even opened an internet storefront to promote bedazzled gadgets and provides for individuals to make their very own.

However enterprise was sluggish, and Kosko was prepared to surrender — till she started bedazzling Stanley cups and posting movies of the method on TikTok.

“It occurred at midnight on New Yr’s Day, and the orders simply began rolling in,” she instructed BI. “It was insane. I needed to begin elevating my costs as a result of I could not sustain with the orders.”

^{A Stanley cup bedazzled by Ashley Kosko. Ashley Kosko}

Kosko at the moment prices between $400 and $1,100 per cup, relying on which design her purchasers select.

These costs mirror the supplies wanted to rhinestone the cups and the time she spends crafting every one, which might take between eight and 50 hours.

The costs of the cups themselves also can impression her costs. As demand for Stanleys has risen, followers have discovered it almost inconceivable to buy some designs — one thing Stanley is now working to fight on-line.

A lot of Kosko’s orders are from repeat prospects, she instructed BI, and she or he’s even been approached by main corporations to bedazzle Stanley cups for occasions just like the Tremendous Bowl.

^{Two Stanley cups bedazzled by Ashley Kosko. Ashley Kosko}

A surplus of Stanleys

Naturally, Kosko’s enterprise of bedazzling Stanley cups has morphed into a private affection for the drinkware.

“At one level, I had over 140 of them,” she instructed BI. “However I’ve honed down which of them I actually love, and I’ve bought some that I do not actually take care of. I imply, I nonetheless have 80-something — my assortment is not small.”

She stated she tries to purchase the cups at retail costs, however has splurged on cups in limited-edition colours and designs that had been solely bought in different nations.

She remembers spending $180 on a cup from Thailand and $230 on one other limited-edition design from abroad.

“It is mainly a transferring stock,” she stated.

^{Ashley Kosko and one in every of her Stanley cups. Ashley Kosko}

She stated she prefers Stanley’s 30-ounce cups whereas on the go however makes use of the bigger 40-ounce type at residence.

“I fill it with pineapple-cranberry juice and ice, which is definitely a pretend pas within the Stanley world,” she stated, noting that some followers are afraid of staining their cups and solely drink water from them. “However it’s my cup. I’ll put juice.”

^{A 30-ounce Stanley cup bedazzled by Ashley Kosko. Ashley Kosko}

And the passion is an costly one. Whereas Kosko stated she’s made tens of 1000’s promoting her rhinestone artwork, she’s additionally spent greater than $30,000 on Stanley cups between her enterprise, presents for associates, and her private assortment.

However she does not thoughts if individuals criticize the value tag that comes with amassing them.

“Do you get your nails finished, lashes finished, put on make-up, or get your hair finished? These issues are extremely costly, and so they final three weeks,” she stated. “A Stanley cup, it should final eternally.”

She additionally stands by her choice to personal dozens of the cups — even when individuals say collectors are selling overconsumption and waste.

“Does anyone have one glass cup of their cabinet, or have they got a number of?” she stated. “I’ve 5 Stanley cups on my counter as a result of I hate doing dishes. So I do not want just one; I would like a number of. And I prefer to match my cup to my sneakers or outfit. It is an adjunct — not only a cup.”

@rhinestoningcowgirl #CapCut Haters will say it is faux #blingstanleycollection #stanleycup #stanleytumbler #blingstanleytumbler #stanleyaddict #momcup #momlife #mother #livingevida #rhinestoningcowgirl #glamsquad #glam #vogue #watercup #giftideas #valentinesdaygift #galentines #treatyourself #selflove ♬ authentic sound – ?.

Group is one other large a part of what attracts followers like Kosko to the cups.

“In my on a regular basis life, individuals will cease me and say, ‘Oh, I like your Stanley cup,'” she stated. “We even have Stanley Fb teams the place we present our cups of the day. In a world that is change into so disconnected, it is a method of connecting.”

However most significantly to Kosko, she is aware of her passion is not that severe. And she or he loves it anyway.

“In all actuality, it is only a cup,” she instructed BI. “It is simply enjoyable. It is a passion. It is not do-or-die craziness.”