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.”
Editors' Picks
Sponsored by
More on Lab-Grown
The Latest
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
