Our Story
About Smiling Rocks
Our Story
A diamond should make you smile — not only for how it looks, but for what it stands for.
Smiling Rocks was founded by Zulu Ghevriya, who brings over 20 years of experience in the diamond and jewellery industry. The company is the embodiment of a lifelong dream: to build a diamond business that gives back to both people and the planet.
Our roots run deep in India's celebrated diamond craftsmanship. From the master cutters and polishers of Gujarat to our own in-house facility, every Smiling Rocks piece carries the skill of artisans who have perfected their craft over generations.
We create sustainable, affordable and conflict-free lab-grown diamond jewellery — luxury that is honest about where it comes from. Diamonds Are For Everyone® is more than a tagline; it is our promise that beautiful, responsible diamonds should be within reach of every Indian family celebrating life's most precious moments.
Whether it's a wedding, a festival, an anniversary, or simply a reason to smile, we're honoured to be part of your story.