This article originally appeared on Business Insider.
Owning just one Stanley mug has become the cool girl’s ultimate status symbol.
Ashley Kosko has a collection of at least 80 specimens.
The 37-year-old is an avid fan, collector and admirer of the coveted cult-favorite drinkware.
She received her first Stanley in 2022, covered it in rhinestones as a gift for a friend, and has been obsessed with mug decoration ever since.
Kosko now sells his creations for more than $400 each and has a loyal customer base who return regularly to transform their trendy mugs into glittering, personalized accessories.
He has also increased his personal supply and uses the cups every day.
Speaking to Business Insider, the Tennessee woman explained why she loves Stanley so much, her thoughts on fan criticism, and how she feels about spending more than $30,000 on her hobby.
Some of the Stanley mugs owned by Ashley Kosko. Ashley Kosko
Love at first sight, Stanley Cup
In 2022, Kosko was bedridden, facing health issues, and in need of a hobby. So she turned to YouTube and learned how to use rhinestones.
She enjoyed the craft so much that she even opened an online store to sell dazzling items and supplies that people could create themselves.
But business was slow, and Kosko was ready to give up — until she started bedazzling Stanley mugs and posting videos of the process on TikTok.
“It happened at midnight on New Year’s Day and the orders started coming in,” he told BI. “It was crazy. I had to start raising prices because I couldn’t keep up with the orders.”
An enchanted Stanley mug by Ashley Kosko. Ashley Kosko
Kosko currently charges between $400 and $1,100 per mug, depending on the design its customers choose.
These prices reflect the materials needed for the rhinestones on the cups and the time it takes to make them, which can take anywhere from eight to 50 hours.
The prices of the mugs themselves can also influence its prices. As demand for Stanley has increased, fans have found it nearly impossible to purchase some models, something Stanley is now working to combat online.
Many of Kosko’s orders come from repeat customers, she told BI, and she has also been approached by major companies to embellish Stanley cups for events like the Super Bowl.
Two bedazzled Stanley mugs by Ashley Kosko. Ashley Kosko
A Stanley surplus
Naturally, Kosko’s business of dazzling Stanley mugs developed into a personal affection for glassware.
“At one point I had over 140,” he told BI. “But I’ve honed in on the ones I really love, and I’ve sold some that I don’t really care about. I mean, I still have 80-somethings — my collection isn’t small.”
He said he tries to buy the mugs at retail prices, but has splurged on mugs with limited-edition colors and designs that have only been sold in other countries.
He recalls spending $180 on a mug from Thailand and $230 on another limited-edition model from abroad.
“It’s basically moving inventory,” he said.
Ashley Kosko and one of her Stanley mugs. Ashley Kosko
He said he prefers Stanley’s 30-ounce cups on the go, but at home he uses the larger 40-ounce model.
“I fill it with pineapple juice, cranberry juice and ice, which is actually a misstep in Stanley’s world,” he said, noting that some fans are afraid of staining their cups and only drink water from them. “But it’s my cup. I put juice in it.”
A 30-ounce Stanley mug bedazzled by Ashley Kosko. Ashley Kosko
And the hobby is expensive. While Kosko claimed to have made tens of thousands selling his rhinestone art, she also spent more than $30,000 on Stanley mugs between his business, gifts for friends and his personal collection.
But she doesn’t care if people criticize the price that comes with collecting them.
“Do you do your nails, do your eyelashes, do you do your makeup or do your hair? These things are incredibly expensive and last three weeks,” she said. “A Stanley Cup will last forever.”
He also stands by his decision to own dozens of mugs, even when people say collectors are promoting overconsumption and waste.
“Does anyone have a glass mug in the cupboard or do they have more than one?” she said. “I have five Stanley mugs on my counter because I hate washing dishes. So I don’t just need one; I need more. And I like to match my mug to my shoes or my dress. It’s an accessory, not just a cup. “
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Community is another important element that draws fans like Kosko to the Cups.
“In my everyday life, people stop me and say, ‘Oh, I love your Stanley mug,’” she said. “We also have Stanley Facebook groups where we showcase our mugs of the day. In a world that has become so disconnected, it’s a way to connect.”
But the most important thing for Kosko is that he knows that his hobby is not that serious. And she loves it anyway.
“Actually, it’s just a cup,” he told BI. “It’s just fun. It’s a hobby. It’s not do-or-die madness.”