Interview with Zulu Ghevriya, CEO and Founder of Smiling Rocks
Zulu, tell us about your greatest strength as a professional?
As a professional in jewelry and luxury business, I love creating design and luxury as it has always been my passion by giving beauty to the women as much as I can through my jewelry designs and put smiles on women’s face. The most important part of concept creation and uniqueness in my designing. In terms of business, my biggest strength is designs and crafting the product and marketing them with cool and on trend concepts for the brand.
What inspired you to set up your business?
I have more than 20 years of experience in this industry in the natural diamond world. Regardless of the success we had in the natural diamond company, with Smiling Rocks, it has given me a chance to do something different with my business. This has always been an inspiration and life goal for me. It is a story of serving the purpose in this world. I got this opportunity to serve back to this community and the world. That’s how my brother, Manish and I invented this business and incorporate a philanthropic business model.
How did you fall in love with design and why?
I love nature, it has always been in my inspiration. It has been inspired by nature, architect or a beauty has already been invented in this world. I try to re-create or re-direct them in my way and vision.
I grew up in a diamond business, and born in a city where 9 out of 10 diamonds are cut and polished in this world. The glister and luster of the diamonds has always been around me since my childhood. Hence, my passion towards by design is one of the key elements that merge two aspirations and create the beauty within them.
What are the 3 most important things that people should know about Smiling Rocks?
- Smiling Rocks is a brand that aims to build a chain of smile through sustainable luxury, It works on a philanthropic business model that believes in giving back. We are working with Consumer’s Choice of Charity that gives back to four different charity sectors, Education Support, Environmental Protection, Animal/Wildlife Protection and Medical Support.
- It’s a lab grown diamond sustainable product line business which is Earth-friendly to the future generation they believe in. Smiling Rocks is a holder of the Butterfly Mark Certification by Positive Luxury and Smiling Rocks Loose diamond department is a member of the 1% for the Planet.
- It is a high-end luxury that serves consumers aspirations and gives all the desires fulfillment in Smiling Rocks. We offer jewelry from basic Essentials, Bridal Engagement Rings, Fashion Jewelry and High Jewelry.
Is there something that you try to communicate through your designs?
All of my design and collections are based on different inspirations. Example our Flora collection is inspired by nature, such as clovers and petals using Marquise and Pear diamonds. Flowers always give us different energy when they are around us. My Skyline collection is based on geometric design based on architecture and the New York inspired by Skyline. The brand is born in New York and I have always used the vibrant city’s and its vibe in my jewelry design. Gem-tastic is another collection using beautiful lab-created gemstones that has always been desired by women to own large sizes of Ruby, Sapphire and Emeralds. The designs are very classic and timeless. Every collections are based on different inspirations and tells its tale through the designs and style.
What is your favorite part of being in the fashion industry?
My favorite part is to create jewelry that makes women always smile. It gives me the drive and inspiration to keep creating beauty from the jewels and serve the beauty the luxury industry and make my collectors and consumers happy every day.
You are a true multi-talent. What motivates you?
Design and creation, business and philanthropy has always been my inspiration and I have put all of them together in my business model for Smiling Rocks. This keeps me running towards my goals and expanding the business globally.
How do you define success?
With Smiling Rocks, I define my success by how much I am giving back. My motivation is to find the success is my contributing to this world as much as I can. As we all owe a lot to this world and our Planet. We have been a part of damaging this Planet through our personal behaviors or through the corporations we support. Hence, I think it’s time for us to preserve the beauty and give back to our society, community etc. That’s how I measure my success by the depth and the scale of me and my business can contribute to this world. If I can do more, I consider myself as successful.
All creative projects have their challenges. What challenges do independent brands like yourself face?
I have created business model which is a philanthropic business model. The challenge I received was to translate the message and motivate our business partners to join the mission of giving back. And to consider my business not as an ordinary business but a brand that gives them more reason and value to serve the industry. These messages will be challenging for us and we are ready for that. Typically, in the business world, this kind of philanthropic messages are not shared often (usually once a year or quarterly) or has seen as a marketing tool, hence to invite them to be a part of giving back in their day-to-day business and be a part of Smiling Rocks’ mission can be a challenge.
What is your time management philosophy?
I believe every minute and seconds are a blessing to us. If we are using them without any purpose, I think we are wasting our time. One should dedicate time as a value for themselves and use it wisely in their person and professional life.
Pictures: PR
