Diamonds Beyond Boundaries: Interview with Zulu Ghevriya

What motivated you to venture into entrepreneurship?

Luckily, I was brought up in renowned for its expertise in cutting and polishing diamonds, where 9 out of 10 diamonds undergo this meticulous process. Essentially, I grew up in an environment surrounded by diamonds, a business that demands exceptional craftsmanship. My family and the people around me were deeply involved in this industry, naturally influencing my own interests. While I witnessed the business's potential for growth and expansion, I was particularly drawn to the creative aspects of the industry. Consequently, I focused on designing jewelry for my customers.

After having 20+ years of experience in this business, we always had a desire to contribute to our community and make a positive impact on the world through our business. Anything we could do in our capcity, we would love to work on it. When we became aware about lab grown diamonds, we knew this would be a potential product for the new generation, hence we decided to build a brand, Smiling Rocks, that not only offers high-quality jewellery but also gives back to the society and community. 

Smiling Rocks emphasizes the importance of self-love and confidence. How do you believe jewelry can play a role in boosting one's self-esteem?

Jewelry itself has always been considered as a part of self-expression, serving as a reflection of one’s unique personality. For instance, individuals with strong personality would gravitate towards with jewelry that is bold and loud. On the other hand, those with more gentle and soft personality may prefer to wear classic and timeless styles. Smiling Rocks is my personal creation which we strives to ensure our customers can effortlessly express themselves with their choice of jewelry. Whether they are working women, mother, homemaker or individuals with various roles, we believe everyone has something to express. Jewelry serves as a supportive and confidence-boosting companion, allowing individuals to effortlessly showcase their individuality and elevate their self-esteem.

Tell us about your journey into the world of design of Smiling Rocks pieces.

It has always been fascinating for me to design Smiling Rocks. Our collection is centered around celebrating women and putting them in the spotlight. While we do offer men’s jewelry, our primary focus is on catering to women as our target customers. For instance, our bubbly collection is specifically designed for those with an effervescent personality. We also draw inspiration from nature, as seen in our Drizzle collection. Our jewelry encompasses a range of styles that exude playfulness, such as the Love Beads collection and the Frame Collection. More recently, we have expanded our offerings to include a men's collection. Traditionally, men have gravitated towards hip-hop styles or classic bands, often shying away from solitaire diamonds. With our new collection, we have sought to create pieces that allow men to feel confident wearing diamonds while maintaining a masculine and bold aesthetic.

As a self-made businessman with a significant background in the Diamond and Jewelry Industry, how does Zulu Ghevriya envision the positive impact of Smiling Rocks on future generations and the industry as a whole?

A truly great business is one that leaves a positive impact in its wake, especially when the next generation is inspired to join and carry it forward. I vividly remember the moment when my daughter and son reached out to me, expressing their interest in joining the Smiling Rocks business. These spontaneous decisions from them serve as powerful indications that they have observed and recognized the company's efforts in making a positive difference in the world. As a brand, we are committed to effecting change and leaving a lasting impact, and it fills us with immense pride to witness Smiling Rocks achieving just that.

The future generation is incredibly conscious and deeply cares about the world they inhabit. They expect every brand they engage with to take responsible steps in conducting their business. They want to see a genuine consideration for the future reflected in a brand's product development and overall ethos. The questions they raise are valid and meaningful, and I am delighted to affirm that Smiling Rocks has taken proactive measures to address and alleviate any doubts or concerns surrounding the brand. This confidence has been further reinforced by our certification from Positive Luxury, a recognition that signifies our commitment to being a brand that upholds responsible practices and values.

What sets Smiling Rocks apart in three key aspects?

1. The Product - Lab-grown diamonds themselves are a remarkable product that leaves a minimal carbon footprint on our planet. Obtaining these diamonds does not require causing harm to the earth.

2. Designing - Smiling Rocks is a luxury brand that caters to individuals, ensuring they look their best. Our collections offer a perfect blend of everyday wearability and self-expression. Our customers can embrace both trending and timeless styles, allowing them to make a personal statement.

3. Positive Impact - As a brand, we not only prioritize sustainability but also strive to leave a significant positive impact on the world through our social endeavors. These include initiatives such as supporting education for children, tree planting initiatives, and ocean clean-up efforts.

Each collection is a unique narrative shaped by distinct inspirations and styles. What aspect of the fashion industry do you find most appealing?

The relationship between jewelry design and the fashion industry has always been symbiotic, with each inspiring and influencing the other. The jewelry industry consistently keeps a watchful eye on fashion trends, effectively translating them into designs that meet the desires and preferences of today's modern women.