Lab-grown diamond jewellery brand Smiling Rocks is seeing significant growth in both emerging and established markets, driven by increasing consumer demand for innovative jewellery options.

Zulu Ghevriya, the brand’s co-founder and CEO, noted a strong acceptance for lab-grown diamonds in India, particularly among millennials and Gen Z consumers who view the product as a sustainable luxury.

The broader Asian market is also becoming more informed about lab-grown diamonds, prompting Smiling Rocks to expand its business in the region, he added.

Bracelet with lab-grown diamonds from the Frame Collection of Smiling Rocks

Opportunities abound as well in the US, a mature market that is currently on the lookout for fresh and distinctive jewellery offerings. 

“Consumers in the US are increasingly embracing lab-grown diamond jewellery in the bridal and fashion sectors, due to its affordability and cost-effectiveness,” Ghevriya shared.

Rising metal prices are further boosting the appeal of lab-grown diamond jewellery, he continued. Along with the growing shift to platinum and 14-karat gold, lab-grown diamonds are favoured by consumers who want to purchase affordable yet quality products.

Ghevriya said, “These factors strengthen the outlook for the lab-grown diamond jewellery category. We aim to capitalise on the evolving preferences of the younger generation of consumers, who are increasingly gravitating towards lab-grown diamonds as a sustainable and stylish option.”

Haute Couture Pink Souffle lab-grown diamond necklace with a pink pear-shaped lab-grown diamond centre stone by Smiling Rocks

At the Hong Kong International Jewellery Show, Smiling Rocks is showcasing several standout collections that exemplify its creative approach to design.

The Flora Collection uses pear and marquise lab-grown diamonds to replicate butterfly wings and flower petals, while the Frame Collection sets fancy-shaped lab-grown diamonds in trendy 14-karat gold bezel settings. Its Haute Couture Pink Souffle Necklace in 18-karat gold, meanwhile, features a playful design headlined by a pear-shaped pink lab-grown diamond drop.

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