Lab-GrownMar 25, 2021
Tiffany Exec Joins Board of Lab-Grown Diamond BrandLab-GrownApr 19, 2021
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, who has 15 years’ experience on both the retail and wholesale sides of the diamond industry, is the new brand and jewelry manager for Green Rocks Diamonds.
Aventura, Fla.—Green Rocks Diamonds, a producer of lab-grown diamonds, has hired a brand and jewelry manager to oversee brand management as well as the company’s “growing” 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.
Related stories will be right here …
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.”
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.
