COVER STORY JNA LAB-GROWN DIAMOND SPECIAL 2023 | 20 | Bernardette Sto. Domingo 杜明高 | A leading name in the lab-grown diamond sector, Smiling Rocks is further elevating LGDs’ luxury status through one-of-a-kind designs while highlighting their relevance in the quest for business ethics and sustainability. 作为实验室 培育钻石(LGD)领域的领先品牌，Smiling Rocks正在通过独一无二的设计进一步提 升LGD的奢华地位，同时强调对商业道德和可持续性的追求。 paves road to high-end LGD branding Smiling Rocks New York-based Smiling Rocks is once again blazing trails in lab-grown diamond (LGD) circles by effectively repositioning LGDs as an emerging luxury jewellery option. The company is hoping to achieve this through product innovation and market expansion as well as green initiatives, revealed Smiling Rocks CEO Zulu Ghevriya. Furthermore, Smiling Rocks is establishing itself as a high-end LGD jewellery brand and a topquality designer that offers progressive, inventive LGD jewellery collections as a way to further enhance LGDs’ standing in the trade. “This has been our goal from day one and all our efforts are being directed towards this,” shared Ghevriya. “Smiling Rocks will continue to create aesthetic designs to attract new generations of buyers and introduce fresh trends in the market.” In response to rising demand for LGDs, the company is also actively expanding its retail network and boosting its international footprint. Its major market is the US, but it has successfully built a solid customer base in Europe, Japan and South Korea. Ghevriya remarked, “The brand is expanding globally. We extended our retail network from over 500 to more than 650 by end-2022.” Smiling Rocks为高端LGD品牌化铺路
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