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Smiling Rocks Launches Lab-Grown Diamond Jewelry Brand that Gives Back

It gives the world “A reason to smile”…




(PRESS RELEASE) NEW YORK – After decades of enduring steep prices, dubious sourcing and the environmental ravages of diamond mining, consumers and jewelers alike can now choose to buy from Smiling Rocks – a start-up jeweler offering lab-grown, sustainable diamonds and diamond jewelry that will benefit charity and create a network of giving and activism among consumers.

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

“Our goal is to build a chain of smiles by connecting beautiful jewelry with environmentalism and philanthropy. It does not cost much to give back to one’s global community and – frankly – it feels good to do so,” said Zulu Ghevriya, co-founder & CEO of Smiling Rocks. “We set out to create jewelry that people can wear with pride and Smiling Rocks is an embodiment of our dream and lifetime mission. We have always wanted to launch a brand that traces through time and not only benefits our business and the customer, but the world!”

Smiling Rocks was founded by Manish Jiwani and Zulu Ghevriya, both 20-year veterans of the jewelry industry, to ultimately bring smiles and contribute to a better and brighter world. To that end, they proudly offer customers Origin Guaranteed, socially and eco-conscious laboratory grown diamonds and diamond jewelry that seeks to make a positive impact on the earth and its inhabitants.

People who purchase the Smiling Rocks collections can register online, designate where their 10% percent is spent, monitor how the Smiling Rocks Foundation has allocated funds (including a regular third-party audit) and join a community of like-minded individuals online. Each purchase will also be accompanied by a contribution card.

In addition, following the company’s initial launch, Smiling Rocks will soon launch a Carbon for Carbon initiative whereby the Company will plant trees as a means of counteracting the human cycle of carbon footprints created by the manufacture and consumption of luxury products.


Lab-grown diamonds are aesthetically no different than mined diamonds and are comprised of the same physical, chemical and optical composition. In addition, they routinely cost 30 percent less per carat. A recent study by the IGDA has found that millennial consumers aged 21-40 are increasingly interested in lab-grown diamonds – especially for engagement rings. In addition, nearly 70% of consumers would consider a lab-grown diamond over a mined stone.

The co-founders’ dream is to refashion the industry by offering affordable luxury as a means of making the world a better place. Each Smiling Rocks collection features unique designs that combines looking good with feeling good.



Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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