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Smiling Rocks Receives Positive Luxury’s Butterfly Mark For Its Sustainable Practices July 01, 2022 (0 comments)


New York, NY--Lab grown diamond jewelry brand Smiling Rocks, has been awarded the Butterfly Mark from Positive Luxury, for excellence across areas of innovation, social and environmental practices, governance, and philanthropy.

Launched in 2019, the co-founders of Smiling Rocks’ said their mission is to “refashion the industry by offering luxury designs using lab grown diamonds and collections as a means of making the world a better place all with the sustainable difference.”

After an 18-month assessment process, the certification was received before the 2022 JCK Las Vegas show. The certification, showing Smiling Rocks as a transparent brand, was displayed at the company’s booth during the show.

The Positive Luxury Butterfly Mark on display at the Smiling Rocks booth during JCK Las Vegas. Photo credit, Smiling Rocks.

"We are very excited to get the Butterfly Mark by Positive Luxury,” said Zulu Ghevriya, co-founder of Smiling Rocks. “We have gone through lots of stages and worked behind our sustainable goals from using recyclable/recycled and biodegradable materials in our packaging and displays, implementing our business practice with recycling system in global offices, our giving back movement, and our policies in the company to become a carbon neutral brand in the future. These goals are in our action plans and are continuing to implement our business towards a green future.”

“It is not an easy task to receive the Butterfly Mark” added Kishwar Mehmood, Smiling Rocks global brand director. “Our brand was glad to receive passing grades on its Environmental, Social, Governance and Innovation (ESG+ Framework) and after a lengthily process, we are proud of our accolade.”

The Positive Luxury Butterfly Mark, photo source: Smiling Rocks

Founded in 2011, Positive Luxury assesses ESG+ performance, certifying and celebrating brands that act with a deep respect for our world and generations to come. It provides transparency through the interactive Butterfly Mark, showcasing luxury brands that proactively take the lead on sustainability by incorporating measurable environmental, social, and governance practices in their everyday operations to the benefit of the wellbeing of employees, local communities and the natural world – and enabling people to buy better.

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