June 2021 | Lab Grown Magazine

June 2021 | The Lab Grown Diamond Resource Book 28 To advertise call (888) 832-1109 | June 2021 29 SMILING ROCKS ROCKS Smiling Rocks kicked off 2021 with a giant ad in Times Square. Born and based in New York City with offices worldwide, lab-grown diamond brand Smiling Rocks started 2021 on one of the world’s most prominent advertising platforms –Times Square New York – with its Smiling Brides campaign. The Smiling Brides engagement and wedding jewels join two other collections that have attracted a lot of attention over the last few years. The Fashion line is divided into nine collections, each with its unique design story, from dainty and minimal to bold and beautiful, in 14K gold or gold-plated designs, with price points targeting a range of customers. The Haute Couture Collection features top quality diamonds in fancy shapes set in one-of- a-kind styles, each with its own narrative, and inspired by Mother Nature. This year, Smiling Rocks is focusing on its Smiling Brides collection with a stunning selection of lab-grown diamond wedding jewels offering striking yet classic designs. Every piece has a story for the brides to create a symbol of love and affection, and part of that story is the ethical nature of each Smiling Rocks creation. “Our customers are taking pride in purchasing jewelry that not only is much kinder to the Earth but has a certain aesthetic value,” says CEO and co-founder Zulu Ghevriya, adding that each bridal piece speaks of the brand’s mission to create smiles and sparkle along a bride’s life journey. Smiling Rocks takes its responsibility seriously. Each lab-grown diamond is laser inscribed with the logo that transparently identifies its origin and source. And, extending the chain of smile from the consumer to the community, the brand gives back through its USA-based Smiling Rocks Foundation. Customers who buy a Smiling Rocks jewel can designate which of four sectors that they would like to have their purchase support: environmental protection, medical support, education support and animal protection. Each purchase comes with a contribution card for the specific charity that receives the donation. Smiling Rocks offers both loose diamonds and fine jewelry to its retail partners across the country. With the Essentials Program , it offers lab-grown diamond bands, studs, solitaire engagement rings and pendants, bracelets, hoops, fancy eternity bands and more in 14K gold. Smiling Rocks also provides retailers with a tray that introduces customers to the different ranges of carat weights available for each style. Smiling Rocks partners with retailers in its Essentials Program. Whether Bridal, Fashion, or Haute Couture, the collections of Smiling Rocks certainly rock with consumers across the country. For more information, contact Andy Jiwani at 212.596.4163, or email info@smilingrocks.com.