Lab-Grown Diamond Co. Green Rocks Hires Brand Manager
Ahna Shmuel returns to the company to head brand management as well as oversee the jewelry division.

Ahna Shmuel rejoins Green Rocks to take on the role.
Shmuel has 15 years’ experience in the jewelry industry, starting in 2006 when she worked for two different independent jewelers in the Midwest.
In 2013, she joined Ofer Mizrahi Diamonds, Green Rocks’ parent company, to handle business development and marketing alongside OMD CEO Leon Peres.
After OMD, she briefly worked in the Chicago office of Belgian diamond company IGC Group before rejoining Peres and OMD for the launch of Green Rocks Diamonds in 2017.
She worked for Green Rocks for about three years before leaving to launch her own online fine jewelry company marketed to women who buy their own jewelry. She will continue to serve private clients in her free time.
In her new role, Shmuel will head imaging, marketing, and brand communications, as well as manage the company’s jewelry division. Green Rocks said it has experienced “exponential growth” in loose diamond sales and expects to have the same in finished jewelry.
“Green Rocks explosive growth over the last four years has made brand management a critical role on our executive team,” Peres said in a press release.
“Ahna brings years of diamond wholesale and retail experience to our leadership and retailers.”
Shmuel called Green Rocks a “special brand with a critically important role in the created diamond world” and said she is thrilled to rejoin the company.
“It really feels like home,” she said in the release.
“With offices in the U.S., Canada, Europe and Israel, the brand is exploding, and the fact is, consumers love our diamonds! I am so excited to be developing a new division for us and leading our brand development. We have serious expansion plans for the brand that are going to create new revenue streams for our retailers and further position us as the market leaders in the lab-grown diamond segment.”
The Latest

The independent jeweler first opened its doors in 1888.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.


The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.