突破常规 JNA LAB-GROWN DIAMOND SPECIAL 2022 | 13 All images courtesy of Smiling Rocks 照片由Smiling Rocks提供 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 contemporary lab-grown diamond jewellery brand that operates on a “philanthropic” business model. At present, the brand supports different charities under four initiatives – environmental preservation, educational andmedical support, and animal protection. Glittering collections Smiling Rocks positions itself as the premium lab-grown diamond jewellery brand, particularly in the engagement and bridal segment. Its portfolio consists of basic essential, bridal, fine fashion and high jewellery collections and recently, a men’s engagement ring line. This men’s collection offers six designs adorned with round and fancy lab-grown diamonds in 14-karat 創办三年以来，实验室培育 钻饰品牌Smiling Rocks已 经与美国500多家零售商合 作，同时加强开拓欧洲、澳大利亚、英 国和亚洲市场，并计划在2022年底前 将零售网络扩大一倍。 Smiling Rocks首席执行官Zulu Ghevriya称：“随着实验室培育钻石 越来越受市场欢迎，这项创新产品的 业务亦有可观增长。” Ghevriya和兄长Manish Jiwani窥 见其发展潜力，同时希望回馈社会， 因此在2019年创立了Smiling Rocks。 这个洋溢当代风格的培育钻饰品牌， 采用“慈善”商业运营模式，目前循 四个方向支持不同的慈善项目，分别 是环境保护、教育、医疗和动物权益。 闪闪生辉的系列 Smiling Rocks定位为顶尖实验室 培育钻饰品牌，尤其聚焦在订婚和婚 庆领域。产品包括基本款式、婚庆首 饰、高级时尚设计和奢华珠宝，最近 还推出了男士订婚戒指系列。 男士系列提供六种设计选择，当 中14K和18K黄金或铂金订婚戒指 上，镶嵌了圆形和花式切割实验室培 育钻石。钻石具有多种切割和形状， 主石重1克拉至3克拉。 Ghevriya指出：“我们的男士订婚 戒指宣传企划，完全体现了男士与首 饰之间的联系，这点反映于经典戒指 的慑人魅力之中。设计赋予鲜明轮 廓，散发阳刚气息——现在是时候让 男士拥有奢华的单石戒指了。” Smiling Rocks的设计师作品广泛 迎合奢侈以至时尚等消费市场，令该 公司深感自豪。Ghevriya说：“我们是 一个实力非凡的生产和品牌合作伙 伴，从裸石到成品珠宝，全面满足终 端消费者不断蜕变的需求和喜好。” and 18-karat gold or platinum. The diamonds come in a variety of cuts and shapes and are available in 1-carat to 3-carat centre stones. “Our men’s engagement ring campaign is all about a man’s connection with his jewellery as reflected in the magnetic aura of the classic rings,” noted Ghevriya. “It is time for men to enjoy the luxury of owning a solitaire ring with bold and masculine designs.” Smiling Rocks takes pride in its designers whose creations cater to a wide range of consumer markets, from luxury to fashion. “From loose stones to finished jewellery, we are a strong manufacturing and brand partner that can support the everevolving demand and preference of end-consumers,” said Ghevriya. 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. 实验室培育钻石业发展一日千里，Smiling Rocks乘着这股升浪， 以其创意钻饰和可持续发展的品牌敍事，巩固璀璨未来。 highlights design and innovation Smiling Rocks 以设计与创新为宗旨 Men’ s engagement rings 男士订婚戒指
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