Transforming The Diamond Industry with Smiling Rocks

Smiling Rocks is a socially and environmentally conscious, lab-grown diamond and jewelry brand. The company was founded on a mission by two brothers, Zulu Ghevriya and Manish Jiwani, to co-create a caring community with customers and contribute to a better, sustainable world.

Barrel helped the Smiling Rocks team design and launch their new e-commerce experience on Shopify. With a focus on their unique fine jewelry in special collections, the site features pattern backgrounds to brand and differentiate each collection.

For every purchase made, Smiling Rocks donates 10% to the customers choice of four charity sectors: education support, environmental protection, medical support, and animal protection. Once the customer has made their selection and added products to their cart, they have the ability to dynamically choose which charity sector(s) they would like to contribute to.

In addition to the website, Barrel helped the Smiling Rocks team carry the design system through to their welcome flow and marketing emails on Mailchimp.

“We searched for agencies that could understand the vision of the brand and visually present that message across the website. We wanted our website to be an experience of excitement and relaxation while shopping. Barrel’s team was very quick to understand our concept and idea. They presented the brand creatively with interactive elements illustrated in best possible ways. The professionalism, talent and enthusiasm from Barrel has created this relationship to move forward for long.”

Zulu Ghevriya, Co-founder & CEO

Check out the site at smilingrocks.com