封面故事 JNA LAB-GROWN DIAMOND SPECIAL 2023 | 21 Jewellery of the future Smiling Rocks is launching more than 20 new collections in June this year, featuring signature styles and new designs. Since its inception in 2019, the company has made a name for itself as a premium supplier of LGD bridal jewellery, including a highly sought-after line of men’s engagement rings that it unveiled in 2022. According to Ghevriya, the men’s engagement ring campaign, headlined by the Zulu Collection, was well-received in the trade and is now considered one of the brand’s most iconic collections. “This collection is representative of the founders’ vision to promote design trends for men’s jewellery,” the company official said. “This is one of the most exciting product lines that we introduced last year. Almost all our retailers ended up buying it.” Banking on steady demand, Smiling Rocks said it will reinvent, update and expand the Zulu Collection every year to meet consumers’ evolving needs. The jeweller is launching new men’s engagement rings in 2023 to refresh the collection. With leading brands now offering their own LGD jewellery lines, consumer awareness and interest are bound to strengthen over the coming years, noted Ghevriya. “We have seen premium brands such as Pandora and Breitling, to name a few, enter the LGD business,” he continued. “The catalyst for this is an emerging desire among today’s consumers for sustainable and responsibly produced goods, which companies are prepared to satisfy. LGDs have a solid sustainability narrative that the market cannot ignore.” Ghevriya said the LGD sector is poised to become increasingly mainstream as more and more major brands and jewellery manufacturers jump on the LGD bandwagon. This ongoing development is expected to impact consumer confidence in LGDs in a positive way and further bolster demand for LGD jewellery. Sustainable choice Transparency and accountability have always been at the core of Smiling Rocks’ operations. The company was founded by Ghevriya and his brother Manish Jiwani as a contemporary LGD jewellery brand, with sustainability and philanthropy as pillars. From the outset, Smiling Rocks has advocated for clear and transparent supply chains and ethical business operations, inspired by shifting societal conventions. According to Ghevriya, younger generations are becoming ever more partial to sustainable practices when choosing products and making buying decisions. “We mainly cater to this buyer demographic whose values align with their purchasing behaviours,” he explained. “They have a higher level of empathy for the people and the planet, which influences the products and services that they are willing to invest in.”
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