The Art of Customizing Labubus: A Former High School Teacher's Profit Surge

Every morning, long before the world awakens, Ellis Stephens, a devoted husband and father, immerses himself in his labor of love: customizing Labubus. These aren't just any plush toys—but unique creations he meticulously enhances with tattoos, piercings, and other artistic touches.

From his garage in San Jose, California, he told Business Insider's Bethany Johnson about his routine: starting early allows him to complete around seven to nine pieces daily.

A Lucrative Art Venture

Stephens sources these trendy plush monsters, originally designed by Kasing Lung, from street vendors at roughly $45 apiece. After customizing them, he resells these enhanced items for about $217 each—though those seeking customized pairs or larger figures may end up spending more.

Previously, as a high school art teacher, now an assistant principal, Stephens found his salary inadequate to support the ambitious art projects he envisioned for his students. This led him to explore various side ventures, among which customizing Labubus has proved to be exceedingly profitable.

Finding His Artistic Niche

Before he struck gold with Labubus, Stephens dabbled in several other gigs, including selling street burritos, operating a photo booth business, and creating custom T-shirts. Labubus, however, skyrocketed his success, fulfilling around 80 orders a month and generating sizeable extra income.

A phenomenon partly sustained by celebrity sightings—figures like Rihanna and Kim Kardashian have been spotted with these toys—Labubus, and consequently, Pop Mart, the Chinese brand behind them, experienced a 667% increase in sales.

An Unexpected Artistic Journey

Initially, he merely resold bulk-purchased toys for a small margin. A turning point came when he crafted a unique Labubu with a Scream mask for Halloween; the online community's ecstatic response prompted him to explore tattooing these figures.

Posting his first tattooed Labubu on Instagram opened the floodgates of consumer interest, revealing a thriving demand for personalized, unique toys. Requests began pouring in for celebrity-inspired designs, tributes to rappers, and personalized concepts based on clients' stories.

Tattooing these intricate toys has advanced his artistic capabilities, especially as the delicate vinyl can challenge even an experienced tattoo artist. This precision work usually demands about an hour per custom Labubu.

Life Transformed by Art

Balancing his side business with his educational career requires discipline; his mornings are packed with hustle, leaving evenings for family. Even with little time for rest, the rewards—financial independence and artistic recognition—are well worth it.

Despite the trend's potential volatility, Stephens remains committed. He dreams of a future space dedicated to art—both as a studio and a learning hub—allowing him to inspire others with the power of creativity.