Jolina Gisèle, a 20-year-old Swiss collector known as the "Pokémon princess," is putting her extensive Pokémon card collection on the market, with an estimated value of £90 million. The collection, comprising approximately 60,000 cards, has been amassed over nearly two decades, beginning when Ms. Gisèle was seven years old.

The cards, which have been stored in a high-security vault in Switzerland since October 2025, represent what is believed to be the largest private assemblage of Pokémon trading cards in the world. The collection was first publicly revealed earlier this year, sparking widespread interest and some skepticism within the Pokémon fan community. Some questioned the authenticity of the collection and Ms. Gisèle’s role, with theories ranging from her being a promotional model to suggestions that she might be an artificial intelligence creation. In response, Ms. Gisèle sought to dispel the doubts in a recent interview, emphasizing the desire to present the collection with a glamorous and mysterious allure.

Pokémon, a franchise originating in Japan in the mid-1990s, includes trading cards, video games, animated series, and films. Ms. Gisèle was introduced to the trading card game as a young schoolgirl in a rural Swiss village, where she enjoyed the social aspect of trading cards with peers of various ages. Her father, Urs, a security entrepreneur, played a pivotal role in cultivating her interest and supporting the growth of the collection. He described his decision to invest in rare Pokémon cards instead of more traditional luxury assets like yachts or diamonds, stating that every surplus Swiss franc was directed into acquiring the cards.

Urs Gisèle refers to the collection as his “life’s work” and has framed it as an inheritance for his daughter. The family has not disclosed the total amount spent acquiring the cards since commencing the collection in 2013. The collection was unveiled in April with a high-profile, cinematic-style presentation, borrowing aesthetics from luxury branding and espionage-themed media, designed to captivate collectors and enthusiasts worldwide. An expert was engaged to showcase the collection’s significance and value.

As the sale proceeds, the collection is expected to attract considerable attention from investors and collectors interested in rare and valuable trading cards, a market that has seen substantial growth in recent years.