The Gstaad Guy is excited to announce the launch of Poubel in the Middle East, his whimsical modular jewellery brand, now available exclusively on Ounass. The launch in Dubai, UAE, marks the beginning of Poubel’s journey in the region. To mark the occasion, an immersive Poubel pop-up will be held at The Space, ICD Brookfield Place, from 8–17 February. This pop-up will bring the brand’s signature irreverence to Dubai, offering a fresh, customisable approach to jewellery design. With over 100 sterling silver charms and pendants, guests can create bespoke accessories, from bracelets and necklaces to handbags and dog leashes.
The modular system allows endless possibilities, making each piece a unique expression of creativity and individuality.
Visitors to the pop-up can also enjoy a by-appointment charms customisation bar, where they can curate personalised designs. To complete the experience, a matcha bar will be available, alongside exclusive Poubel merchandise, including graphic tees and hoodies in seven styles inspired by Gstaad Guy and pop culture.
About Poubel
Popularised by The Gstaad Guy, à la poubelle is a playful way of mocking certain absurdities in life. The Gstaad Guy believes that “absurdities are often the fruit of conversation,” and those who embrace their absurdities do so with pride. As he says, “Those who know, will know... and those who don’t, won’t.”
In August 2024, The Gstaad Guy launched Poubel, a modular charm-based jewellery brand that celebrates the joy of absurdity. With Poubel, fellow absurdists can express themselves through a collection of fun and creative charms that can be styled in numerous ways.
About The Gstaad Guy
The Gstaad Guy is a social media video content creator who uses comedy to explore the worlds of luxury and connoisseurship. Through parodies on topics such as dining etiquette, fashion, and lifestyle, he encourages others to embrace life’s extravagance with a sense of humour. With over 1M Instagram followers and the highest concentration of high-net-worth individuals among social media pages, The Gstaad Guy has become a respected voice in
luxury circles. He works with high-end brands such as LVMH’s Loro Piana, Acqua Di Parma, and Audemars Piguet. The Gstaad Guy is also the founder of two startups: Palais Constance Rosé and Poubel.
About Ounass
Ounass is the leading luxury e-commerce platform in the Middle East, offering a curated selection of exclusive collections from both local and international designers. Since its launch in December 2016, Ounass has become a top destination for high-end fashion, beauty, and lifestyle. With personalised shopping services, fast delivery options, and an emphasis on sustainability, Ounass provides an exceptional luxury shopping experience across the region.
