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New York, NY—Lab-grown diamond brand Smiling Rocks will plant 8,300 trees following a special promotion during the JCK Show in Las Vegas. To plant the trees, Smiling Rocks will work with its existing charity partner, One Tree Planted, a 501C-3 non-profit organization with a focus on global reforestation. As an environmental charity, One Tree Planted is dedicated to give back to the environment, create a healthier climate, protect biodiversity and help reforestation efforts around the world. 

“We are very happy by the response we received from our visitors on planting 100 trees on their behalf. Many visitors were pleased to see our efforts towards sustainability and philanthropy. Together we have pledged to plant 8,300 trees in just four days, said Zulu Ghevriya, co-founder of Smiling Rocks. Visitors had received a tree magnet in a pre-show invitation; the company planted 100 trees for every magnet redeemed at its booth.

Smiling Rocks also gifted each booth visitor one Smiling Rocks Enamel Heart pendant and Lapel Pin from its Hearts for Hero Campaign. Recipients can choose to gift the pendant and lapel pin to frontline heroes who have supported them in this pandemic. 

The Smiling Rocks brand is on a mission to build a chain of smile and contribute back to different charity sectors: environmental protection, medical support, education support, and animal protection. It contributes 1% of loose diamonds and 3% of jewelry revenue to its charity partners.