Events & AwardsAug 17, 2021
JFC to Hold Digital Lab-Grown Diamond Auction to Raise FundsLab-GrownAug 19, 2021
Smiling Rocks Announces National Sales Director
Baird Boucher joins the lab-grown diamond company.
Baird Boucher is Smiling Rocks’ new national sales director in the United States.
New York—Lab-grown diamond company Smiling Rocks has announced its latest hire.
Baird Boucher joins the company as national sales director in the United States.
A Gemological Institute of America graduate, Baird has worked more than 30 years in sales in the diamond and jewelry industry.
Boucher’s experience includes managing several jewelry stores and working as a director of sales.
He has helped successfully launch many foreign brands in the American market, including Fope, Bizzotto, Piero Milano, Zydo, Mastoloni Pearls and Universal Geneve Watch.
Related stories will be right here …
Baird Boucher joins the company as national sales director in the United States.
A Gemological Institute of America graduate, Baird has worked more than 30 years in sales in the diamond and jewelry industry.
Boucher’s experience includes managing several jewelry stores and working as a director of sales.
He has helped successfully launch many foreign brands in the American market, including Fope, Bizzotto, Piero Milano, Zydo, Mastoloni Pearls and Universal Geneve Watch.
He was most recently national sales director at European Luxury Distributors, where he built businesses for fine jewelry manufacturers, developing and maintaining key sales accounts.
Boucher believes that lab-grow diamonds have huge potential in the fine jewelry marketplace.
He also noted his excitement about Smiling Rocks’ charitable mission, in which 1 percent of loose diamond revenue and 3 percent of finished jewelry revenue benefits philanthropic partners in environmental protection, medical support, education support, and animal protection.
“I am very proud and honored to work with Smiling Rocks and spread the mission of giving back to our community together with [co-founders] Zulu [Ghevriya] and Manish [Jiwani],” said Boucher in a press release.
“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 the Smiling Rocks family.”
“Smiling Rocks is very excited to have Baird be a part of our growing family,” said Ghevriya. “His energy, enthusiasm and excellent sales experience is beyond imagination. Together we hope to build the brand and expand it nationwide, spreading the chain of smiles with our new family member.”
For more information on Smiling Rocks, visit the company’s website.
Banner will be right here …
More on Lab-Grown
The Latest
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
