Lab-grown diamond jewellery brand Smiling Rocks aims to expand its distribution network in the US this year while widening its retail footprint in Asia

The brand is currently available at some 500 retail points in the US. Smiling Rocks CEO and Creative Director Zulu Ghevriya intends to grow this to over 1,000 points of sale by the end of the year.

Smiling Rocks also entered the Japan market through shop-in-shops in 2020 and plans to open its own boutique in the country by the middle of 2022.

According to Ghevriya, the brand is currently seeking the right partners to expand with in Asia.

“While we are extremely busy in the US, we consider Asia as our next target market since it holds tremendous potential for our brand. This is one of our main objectives this year,” he shared.

Ghevriya cited the bridal market as holding great growth potential for lab-grown diamonds. Smiling Rocks' bridal jewelery collections are among its best sellers, he noted.