This article first appeared in the Lab-Grown Diamond Special, May 2022.

Three years into its inception, lab-grown diamond jewellery brand Smiling Rocks already works with over 500 retailers in the US and has strengthened its presence in Europe, Australia, the UK and Asia, with an eye to double its retail network by end-2022.

“The lab-grown diamond business has grown tremendously as the market becomes more accepting of this innovative product,” remarked Smiling Rocks CEO Zulu Ghevriya.

Inspired by this growth potential as well as the opportunity to give back to society, Ghevriya and his brother, Manish Jiwani, founded Smiling Rocks in 2019 as a contemporary lab-grown diamond jewellery brand that operates on a “philanthropic” business model. At present, the brand supports different charities under four initiatives – environmental preservation, educational and medical support, and animal protection.

Glittering collections

Smiling Rocks positions itself as the premium lab-grown diamond jewellery brand, particularly in the engagement and bridal segment. Its portfolio consists of basic essential, bridal, fine fashion and high jewellery collections and recently, a men’s engagement ring line.

This men’s collection offers six designs adorned with round and fancy lab-grown diamonds in 14-karat and 18-karat gold or platinum. The diamonds come in a variety of cuts and shapes and are available in 1-carat to 3-carat centre stones.

“Our men’s engagement ring campaign is all about a man’s connection with his jewellery as reflected in the magnetic aura of the classic rings,” noted Ghevriya. “It is time for men to enjoy the luxury of owning a solitaire ring with bold and masculine designs.”

Smiling Rocks takes pride in its designers whose creations cater to a wide range of consumer markets, from luxury to fashion. “From loose stones to finished jewellery, we are a strong manufacturing and brand partner that can support the ever-evolving demand and preference of end-consumers,” said Ghevriya.