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 luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.


The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.

The new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.

The holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.

The brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.