Lab-Grown

Smiling Rocks Launches Lab-Grown Diamond Bridal Line

Lab-GrownJul 21, 2021

Smiling Rocks Launches Lab-Grown Diamond Bridal Line

“Smiling Brides” offers six diamond shapes and six classic settings.

Smiling Rocks’ new bridal array, “Smiling Brides,” features six diamond shapes available in six settings, like the solitaire settings pictured here.
New York—Lab-grown diamond company Smiling Rocks has launched an ultra-classic bridal collection called “Smiling Brides.”
 
The New York City-headquartered brand, which debuted at the 2019 JCK Las Vegas show, offers a wide variety of fashionable fine jewels, from everyday-appropriate initial and animal pendants to graphic cocktail rings and earrings for a night out.
 
Smiling Rocks’ newest collection hones in on timeless bridal style.
 
Smiling Brides offers six diamond shapes—round, pear, princess, cushion, emerald and oval—in four sizes: 1 carat, 1.5 carats, 2 carats or 3 carats. 
 
Customers can also choose from six setting styles: solitaire, a narrower “solitaire petite,” pavé, a skinnier “pavé petite,” halo, or halo with split shank.  

A Smiling Brides round lab-grown diamond engagement ring with the diamond pavé shank. It’s available with a center stone weighing between 1 and 3 carats.
A Smiling Brides round lab-grown diamond engagement ring with the diamond pavé shank. It’s available with a center stone weighing between 1 and 3 carats.


Smiling Rocks is offering retailers a display that showcases the full assortment so customers can choose their favorite. 
 
“Our retail partners can easily present all the classic designs in one given display,” CEO and co-founder Zulu Ghevriya said, noting that seven out of 10 customers will choose one of the designs on offer. 
 
“There is no room for consumers to walk out of the store without picking a ring.”
 
Each engagement ring features a small pink lab-grown diamond and a small blue lab-grown diamond on the inner shank as a Smiling Rocks signature, symbolizing the union of two people. 
 
Ghevriya and brand co-founder Manish Jiwani are veterans of the natural diamond business, working for more than 20 years in the sector, and continuing to do so, a Smiling Rocks spokesperson confirmed to National Jeweler.

This handy display for retailers showcases each possible style combination in the Smiling Brides collection.
This handy display for retailers showcases each possible style combination in the Smiling Brides collection.
 
In addition to Smiling Rocks, they are the founders of in-house design and manufacturing company Prism Group, which supplies to majors, retail chains and independents. 
 
“Smiling Rocks is their dream project,” said the spokesperson, who noted Ghevriya and Jiwani researched lab-grown diamonds for more than a decade prior to launch. 
 
“With this brand, they are able to leave a mark of happiness and contribute back to the community through the philanthropic business model of Smiling Rocks.”
 
With each purchase, 10 percent of the sale is donated to one of the causes Smiling Rocks supports, with customers able to choose the organization. 
 
The company aligns with organizations that fall under four sectors: animal protection, medical support, environmental protection, and education support. 
 
Currently, Smiling Rocks donates to seven organizations: Space for Giants, the Y4D Foundation, Rethink Breast Cancer, Trees for the Future, One Tree Planted, First Responders Children’s Foundation, and Sewa International. 
 
Smiling Rocks’ Smiling Brides collection has a suggested retail price range of $3,999 to $13,749 and is set to launch in 100 stores globally, with a predominant focus on the United States.
 
The lab-grown diamond jewelry company will be exhibiting at the upcoming JCK Las Vegas jewelry trade show at booth No. 5123 in the Lab-Grown Diamond Pavilion.
 
For an appointment, contact info@smilingrocks.com or call 212-596-4163. 
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

MajorsJan 30, 2023
10 Jewelry News Stories You Might Have Missed

A column detailing how independent jewelers did last year and the top watch brands of 2022 were among the most-read stories last week.

FinancialsJan 27, 2023
Tiffany & Co. Shines for LVMH in 2022

Acquired in 2021, the brand’s high jewelry sales have doubled and its new “Lock” collection was an instant hit.

MajorsJan 27, 2023
Diamond Council of America Appoints Treasurer, Board Member

Executives from Fred Meyer Jewelers and Riddles Jewelers have filled the roles.

Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern Grading

De Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.

CollectionsJan 27, 2023
Piece of the Week: Heavenly Vices’ Lock Necklace

The Victorian-inspired design is a functional lock and key.

Weekly QuizJan 26, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Supplier BulletinJan 26, 2023
JA New York Spring Brings the Industry Together

For over 100 years, JA New York has played an integral role in facilitating the evolution of our industry, while also honoring past traditions.

TrendsJan 26, 2023
At Vicenzaoro, Paola De Luca Gazes Into Jewelry’s Future

The trend forecaster and her guests explored unconventional jewelry designs, NFTs, AI art, and more during her Trendvision presentation.

Brought to you by
De Beers Institute of Diamonds Expands to Offer Education

De Beers is sharing over 130 years of experience and expertise through the De Beers Institute of Diamonds with a selection of courses.

CollectionsJan 26, 2023
NDC and Lorraine Schwartz Announce New ‘EDDI’ Class

The Emerging Designers Diamond Initiative provides diamond credit and mentorship to young brands helmed by BIPOC designers.

IndependentsJan 26, 2023
Lee Michaels Fine Jewelry Set to Open 10th Store

It will be located in San Antonio’s Alamo Quarry Market and will be Lee Michaels’ third location in the city.

Policies & IssuesJan 26, 2023
Diamonds Do Good Names 10 to Board of Directors

Stephanie Gottlieb, Jewelers Mutual’s Mike Alexander, and Craig Rottenberg of Long’s Jewelers are among the new board members.

WatchesJan 25, 2023
These Were 2022’s Top-Selling Watch Brands, Chrono24 Says

Rolex remained No. 1 while a brand known for its pilot watches slipped into the No. 5 spot.

MajorsJan 25, 2023
John Hardy Names New CEO

Luxury retail executive Frédéric Levy has taken on the role.

Events & AwardsJan 25, 2023
Couture DAC Accepting Applications for Mentorship Program

Jewelry designers have until early February to apply to take part in Couture's Diversity Action Council program.

CollectionsJan 25, 2023
Stephanie Gottlieb Announces First President, CCO Hire

Morgan P. Richardson joins from La Perla.

Policies & IssuesJan 25, 2023
PGI’s New Portal Wants to Teach You About Platinum

The new portal will share information on responsible platinum sourcing and how it’s used beyond jewelry.

SourcingJan 24, 2023
Tiffany Buys 35 of the Last Diamonds Recovered From Argyle

Purchased directly from Rio Tinto, the collection consists of pinks, purples and one red, none larger than 1.52 carats.

ColumnistsJan 24, 2023
On Data: Here’s How Independent Jewelers Did in 2022

Sherry Smith breaks down retailers’ performance last year, including how natural diamonds fared vs. lab-grown.

GradingJan 24, 2023
GIA and AGS Launch Diamond Light Performance Supplement Report

The AGS Ideal Report by GIA is a digital-only addition to GIA diamond reports.

MajorsJan 24, 2023
WJA Announces New International Board Members

The seven newcomers include executives from David Yurman, De Beers, and GIA.

EditorsJan 23, 2023
Designers to Watch in 2023: Aurelia Demark

The designer finds the modernity in classic motifs and family heirloom jewels.

Policies & IssuesJan 23, 2023
Melanie Grant Named Executive Director of RJC

She has more than 20 years’ experience in watches and jewelry, and says sustainability is the “greatest single issue” facing the industry.

Policies & IssuesJan 23, 2023
AGTA Forms Committee to Standardize Industry ‘Sustainability’ Terms

Its focus are words like “sustainability,” “ethics,” and “responsible sourcing.”

IndependentsJan 23, 2023
10 Jewelry News Stories You Might Have Missed

Another “Designer to Watch” and Kim Kardashian’s auction purchase were among our most-read stories.

MajorsJan 20, 2023
Quality Gold Acquires Herco

Herco President Reuven Itelman is retiring and selling the company, which will relocate to Ohio from California.

TrendsJan 20, 2023
Piece of the Week: Loquet London’s Lunar New Year Charm

It’s from a new collection of charms designed to go in the brand’s signature lockets.

IndependentsJan 20, 2023
Edge Retail Academy Announces Annual Award Winner

Lonnie Iannazzo of Vincent Anthony Jewelers is the 2022 William (Wag) Wagner Business Excellence Award recipient.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy