(PRESS RELEASE)NEW YORK — New York-based lab grown diamond jewelry brand Smiling Rocks, has been awarded the Butterfly Mark, powered by Positive Luxury, for excellence across areas of innovation, social and environmental practices, governance, and philanthropy. Launching in 2019, it was the co-founders of Smiling Rocks’ mission to refashion the industry by offering stunning luxury designs in lab grown diamonds and collections as a means of making the world a better place all with the sustainable difference.
After 1.5 years in the process of assessment, the certification was received before the JCK Las Vegas show this year, which sat proudly on the stand allowing retailers, media and JCK attendees to see that Smiling Rocks as a brand has been audited, is credible and is proving itself in every step of its journey as a transparent brand.
“We are very excited to get the Butterfly Mark by Positive Luxury.” says Zulu Ghevriya, co-founder of Smiling Rocks. “We have gone through lots of stages and worked behind our sustainable goals from using recyclable/recycled and biodegradable materials in our packaging and displays, implementing our business practice with recycling system in global offices, our giving back movement, and our policies in the company to become a carbon neutral brand in the near future. These goals are in our action plans and are continuing to implement our business towards a green future.”
“It is not an easy task to receive the Butterfly Mark” says Kishwar Mehmood, global brand director of Smiling Rocks. “Our brand was glad to receive passing grades on its Environmental, Social, Governance and Innovation (ESG+ Framework) and after a lengthily process, we are proud of our accolade”.
Founded in 2011, Positive Luxury assesses ESG+ performance, certifying and celebrating brands that act with a deep respect for our world and generations to come. It provides transparency through the interactive Butterfly Mark, showcasing luxury brands that proactively take the lead on sustainability by incorporating measurable environmental, social, and governance practices in their everyday operations to the benefit of the wellbeing of employees, local communities and the natural world – and enabling people to buy better.
