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Smiling Rocks Hires Baird Boucher

He is a GIA Graduate with a remarkable 30 plus years of sales experience in the diamond and jewelry industry.




Baird Boucher

Baird Boucher

(PRESS RELEASE) NEW YORK — Smiling Rocks has appointed Baird Boucher as its National Sales Director in the United States.

Baird is a GIA Graduate with a remarkable 30 plus years of sales experience in the diamond and jewelry industry. He is a supporter of lab grown diamond and believes its potential in the industry as a new option for luxury buying customers.

The inception of his career, Baird began working with world renowned Sydny Mobel, gaining the trust and friendship of Mr. Mobel, Baird began managing several stores in the internationally acclaimed stores as the Director of Sales.

Since the emerging accomplishments, Baird has successfully launched several brands to acclaim, previous unknown. One such brand, FOPE desired by US destination with high acclaim. Given to his team, within 8 years, was an international sensation claiming to be among the first of high Italian brand status.

“I am very proud and honored to work with Smiling Rocks and spread the mission of giving back to our community together with Zulu and Manish (Co-founders). Their humbleness and sophistication in presenting the brand with a philanthropic agenda is admirable and an inspiration to us all. I am ready to move together in this journey with Smiling Rocks family” explained Baird Boucher.


“Smiling Rocks is very excited to have Baird be a part of our growing family. His energy, enthusiasm and excellent sales experience is beyond imagination. Together we hope to build the brand and expand it nation-wide, spreading the chain of smile with our new family member” says Zulu Ghevriya, CEO and Co-founder of Smiling Rocks.



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MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

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