SPOTLIGHT 市场聚焦 32 | JNA March/April 2024 Zulu Ghevriya sees opportunities where many see risks. Time and again, he has blazed a trail in emerging sectors in the gem and jewellery industry, often taking a leadership role in nurturing these to widespread market acceptance and success. As managing director, he led Prism Group’s foray into enhanced fancy colour diamonds when the product category was still in its infancy. “We took the initiative to educate jewellers and consumers alike on fancy colour diamonds and collaborated with jewellery manufacturers, designers and retailers to make these more commercially available,” Zulu recalled. Prism’s efforts made fancy colour diamonds accessible to a wider range of consumers, while enabling more designers to incorporate vibrant colours in their jewellery designs through enhanced fancy colour diamonds. Passion project Lab-grown diamonds (LGDs) are Zulu’s latest advocacy. Smiling Rocks, the LGD jewellery brand he launched in 2019 with his brother Manish Jiwani, is the cornerstone of his sustainability efforts. The brand adopts a philanthropic business model, supporting different charities under four initiatives. “We have always sought to create a business model that not only works for our community but also allows us to give back through our operations. Each Smiling Rocks sale represents an opportunity to make a positive impact. This shows that any business model can be transformed into one that is positive and sustainable,” Zulu explained. Smiling Rocks is also borne from his determination to make a meaningful difference, following an epiphany at age 40 that set him on a new course and reawakened his passion for innovation. “When my brother and I turned 40, we realised we had spent half our lives engaged in business ventures that, while familiar, did not fulfil our aspirations. We wanted the second half of our journey to be marked by something we could truly be proud of – a business model that served a purpose beyond conventional entrepreneurship,” Zulu revealed. LGDs had long been on Zulu’s radar – he had been drawn to its narrative of sustainability and choice. On his daughter’s birthday, he broached the idea of finally venturing into the LGD field to his brother, who readily agreed. Zulu then promptly flew to New York to meet with their lawyers and establish a company focused on giving back to society. “We saw it as an opportunity to create a business model that aligned with our values and allowed us to achieve a sense of fulfilment. From that point on, we embarked on our new path, fully aware that regardless of the size of our business, our chosen model would undoubtedly have a profound effect on the world. It was heartening to see that many people resonated with our vision and expressed their own motivation to take positive steps in their own lives,” he said. Pioneering spirit Education, transparency and collaboration are the pillars of Zulu’s corporate strategy. As an early proponent of budding innovative sectors, he has taken the lead in introducing the product to the market, educating consumers on salient points and working with jewellers, designers and trade bodies to strengthen the category. “We consistently seek connections and innovation in our business and ideas, particularly in the realm of design Zulu Ghevriya, CEO, Smiling Rocks Smiling Rocks首席执行官Zulu Ghevriya Vision and enterprise 愿景與企业 Zulu Ghevriya: | Olivia Quiniquini 程爱莉 | As managing director of Prism Group and CEO of Smiling Rocks, Zulu Ghevriya was an early proponent of enhanced fancy colour diamonds and lab-grown diamond jewellery, respectively, fearlessly venturing into then-emerging sectors to democratise jewellery and widen consumer choice. 身为Prism集团的执行总监和Smiling Rocks的首席 执行官，Zulu Ghevriya是优化彩钻和实验室培育钻石珠宝的早期倡导者。当时，他无畏无惧地在 这新兴的领域闯出自己的一片天，实现了珠宝民主化，扩大了消费者的选择范围。
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