Smiling Rocks Announces National Sales Director

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.

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.
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