Smiling Rocks launches lab-grown diamond jewelry brand that gives back


(PRESS RELEASE) NEW YORK — After decades of persistently high prices, questionable supplies and the environmental havoc of diamond mining, consumers and jewelers can now choose to buy from Smiling Rocks – a startup jeweler offering diamonds and lab-grown, sustainable diamond jewelry that benefits charities and creates a network of giving and activism among consumers.

Targeting Millennials and Gen Z, Smiling Rocks offers five uniquely designed collections including Skyline, Drizzle, Bubbly, Essentials and MY Type in 10K white, rose or yellow gold. To ensure the Smiling Rocks jewelry line is a luxury accessible to all – and to help cultivate a community of like-minded consumers – its founders commissioned a number of affordable pieces that start at $400, 10% of each sale being donated to the Smiling company. Rocks Foundation.

“Our goal is to build a chain of smiles by associating beautiful jewelry with environmentalism and philanthropy. It doesn’t cost much to give back to your global community and, frankly, it feels good to do it,” said Zulu Ghevriya, co-founder and CEO of Smiling Rocks “We set out to create jewelry that people can wear with pride and Smiling Rocks is the embodiment of our lifelong dream and mission. We have always wanted to launch a brand that stands the test of time and benefits not only our company and the customer, but the world!”

Smiling Rocks was founded by Manish Jiwani and Zulu Ghevriya, both veterans of the jewelry industry for 20 years, to ultimately bring smiles and contribute to a better and brighter world. To that end, they proudly offer their customers lab-grown, socially and environmentally responsible diamonds and diamond jewelry that seeks to have a positive impact on the earth and its people.

People who purchase Smiling Rocks collections can register online, show where their 10% is spent, monitor how the Smiling Rocks Foundation has allocated funds (including regular third-party auditing), and join a community of like-minded people online. Each purchase will also come with a contribution card.

Additionally, following the company’s initial launch, Smiling Rocks will soon launch a Carbon for Carbon initiative where the company will plant trees to counteract the human cycle of carbon footprints created by the manufacture and consumption of luxury goods. .


Synthetic diamonds are aesthetically no different from mined diamonds and are composed of the same physical, chemical and optical composition. Plus, they cost 30% less per carat. A recent IGDA study found that millennial consumers between the ages of 21 and 40 are increasingly interested in lab-grown diamonds, especially for engagement rings. Additionally, nearly 70% of consumers would consider a lab-grown diamond over a mined stone.

The co-founders’ dream is to reshape the industry by providing affordable luxury as a way to make the world a better place. Each Smiling Rocks collection features unique designs that combine good looks and good feelings.


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