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Riding on the exponential growth of the lab-grown diamond industry, Smiling Rocks is cementing its sparkling future with inventive collections and a strong brand narrative grounded on sustainability.
Men’s engagement ring
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...
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