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Hailed as a dream project by its founders, Smiling Rocks aims to capitalise on the soaring popularity of lab-grown diamonds among modern consumers through a dynamic business model and innovative brand-building initiatives.
All jewellery pieces by Smiling Rocks
Today’s modern consumer places a premium on knowledge and a wealth of options to make informed buying decisions. Alongside this progressive consumer behaviour is the rise of innovative products and services that cater to increasingly evolving market preferences.
In the jewellery world, lab-grown diamonds – marketed as sustainable, reasonably priced but equally beautiful alternatives to natural diamonds – are commanding the attention of young, discerning consumers.
Zulu Ghevriya, CEO of lab-grown diamond jewellery brand Smiling Rocks, is capitalising on this phenomenon.
“The lab-grown diamond sector has grown exponentially over the years, with consumers viewing lab-grown diamonds as a viable option in luxury purchasing,”...
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