While Naomi Osaka fought through her U.S. Open quarterfinal in Queens on Wednesday evening, an artist named Kerin Rose Gold was at a gallery in Lower Manhattan, anxiously checking the score on her phone.
Ms. Osaka unleashed a series of exacting groundstrokes to win the first set, then stalled to a tie in the second. Once the tennis star had climbed to a 3-1 lead in the deciding tiebreak, Ms. Gold excused herself and raced back to her studio.
She had what might be called a bedazzling emergency. She needed to encrust a five-inch elf figurine with “a few thousand” crystals — and she had less than 24 hours to do it.
Ms. Gold, 42, is the artist behind the sparkling Labubu-style dolls that Ms. Osaka has carried with her to each match of the tournament so far. Each one is embellished by hand and named to wink at a tennis colossus: Billie Jean Bling. Arthur Flashe. Althea Glitterson.
Labubus — paunchy little creatures with apple cheeks and vaguely menacing grins — have swept through pop culture in recent months. Ms. Osaka has unveiled each of hers in a post-match flourish: After her win against Karolína Muchová on Wednesday, she showed off a hot-pink figurine complete with a mini tennis racket.
“This is Andre Swagassi,” she said with a giggle during a televised interview. “He’s very unique.”
He was also very time-consuming to make. Each custom Labubu requires 8 to 12 hours of work, Ms. Gold said: five hours to 3-D print and assemble the 14 components that make up their bodies, followed by at least three hours of hand-gluing crystals. Ms. Gold calls the finished product a “Lablingbling” and sells similar ones on her website for $495.
Around 10:30 p.m., Ms. Gold settled at her desk with a plate of grocery-store sushi for a long night of bedazzling. “I’m running on adrenaline,” she said.
Before her were scattered baggies of deep blue crystals that ranged from the size of sesame seeds to ladybugs. She squeezed a dollop of industrial-grade adhesive onto the scalp of a figurine that she had set aside that morning, just in case.
Using a wax pencil, she applied the crystals one by one until they formed dazzling clusters. When a rhinestone was uncooperative, she used a toothpick to nudge it into place. “I do talk to the crystals sometimes, like they are my friends,” she said.
That’s not so far from the truth. Ms. Gold started her eyewear and accessories studio, A-Morir, in 2008, after a job in music marketing and a stint working in the costume designer Patricia Field’s downtown boutique. Her crystal-encrusted sunglasses took off after being worn by stars including Rihanna and Katy Perry.
Today, it seems that Ms. Gold has cornered the market on high-profile bedazzling. She’s made a pacifier for Lady Gaga, a Yankees hat for Jennifer Lopez, a crystallized cane for Beyoncé’s Renaissance World Tour. Tattooed on her middle fingers are the words “razzle” and “dazzle.”
Still, she had no plans to create bespoke Labubus for tennis royalty. In early August, Marty Harper, Ms. Osaka’s hairstylist, asked her to design rosette clips to complement the player’s scarlet and purple Nike looks for the tournament. Ms. Gold agreed, and mentioned she had recently been experimenting with her own twist on the dolls.
Ms. Osaka was charmed. During an on-court interview after her first-round victory, she showed off Billie Jean Bling to a roaring crowd. “Once everybody saw what a moment that was, it was like, ‘Oh, we need a new one every time,’” Ms. Gold said. “And she keeps winning.”
In the tournament’s second week, she has been completing the dolls on a one- or two- day turnaround. The players and tennis-themed names are chosen by Ms. Osaka and her team, though Ms. Gold said she named Billie Jean Bling.
Carly Duguid, Ms. Osaka’s creative director, passes along the player they’ve chosen, and Ms. Gold responds with images of an outfit she plans to replicate. She hands off the finished product to a member of Ms. Osaka’s team in Midtown a couple of hours before each match.
At 1 a.m. on Thursday, Ms. Gold was still applying bright red crystals that radiated outward from the doll’s armpits. She took a break to sleep, but was back at it by 9:30 a.m. to apply the final touches.
“There’s no room for error, there’s no room for do-overs, and it will be filmed in HD,” she said.
Moving with the utmost care, she drilled a hole in a toy tennis racket and affixed it to the doll’s hand using a single nail. Then she maneuvered a sweatband made from a repurposed hair tie onto the figure’s forehead, making sure not to leave any smudges of glue.
At 2:19 p.m. on Thursday, Ms. Gold’s masterpiece was complete. She texted a picture to Ms. Duguid, who was thrilled.
Ms. Gold said the doll’s name would be revealed by Ms. Osaka on Thursday night. She was proud of the shimmering little imp she was about to unleash on the tennis world.
“I don’t take myself very seriously, but I take this work incredibly seriously,” Ms. Gold said. “To me, it’s an art form.”
Callie Holtermann reports on style and pop culture for The Times.
Vincent Alban is a photojournalist and a member of the 2025-26 Times Fellowship class, a program for journalists early in their careers.
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