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
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
