Smiling Rocks again showcased its commitment to philanthropy and digital education at this year’s JCK Las Vegas show.
The company, known for its annual charity initiatives, has pledged to build digital libraries in low-income rural communities, with this year’s efforts focused on funding through booth visits at the event.
Funding Digital Libraries
Smiling Rocks plans to construct two new digital libraries based on the visitor count at their JCK Las Vegas booth. These libraries aim to provide essential digital education resources to rural schools lacking the funds for computer classrooms. This initiative is part of Smiling Rocks’ broader goal of establishing 100 digital libraries, with eight already completed.
Zulu Ghevriya, CEO and co-founder of Smiling Rocks, stated, “This is an extremely humbling experience. I believe if I have a small part in empowering anyone, I would be happy to do so. With digital education in these schools, children will not hesitate to take computer courses as their major interest or pursue higher education. It will make them compatible with others and face the challenges and opportunities.”
Impact on Rural Education
The digital libraries aim to equip children in rural schools with basic digital skills and knowledge, enabling them to pursue further education and qualify for office jobs such as clerks and administrative roles. The initiative also benefits teachers, who will gain computer skills and become self-sufficient in educating their students over time.
Product Launches and Certifications
In addition to its charitable efforts, Smiling Rocks introduced several new collections at the JCK Las Vegas show, notably the Mosaic Collection, which features designs inspired by mosaic art using fancy cuts.
Smiling Rocks has also been certified by SCS Global for sustainable jewelry manufacturing and received the Positive Luxury certification, marked by the Butterfly Mark, which highlights its environmental, social, and governance programs.
Commitment to Sustainability
Founded by industry veterans with over 20 years in the natural diamond business, Smiling Rocks was created with a mission to give back through the jewelry industry. After extensive research on lab-grown diamonds, the co-founders launched Smiling Rocks to offer sustainable and innovative diamond products. The company supports various charitable initiatives, including donating 3% of purchases to chosen charity categories through the Smiling Rocks Foundation, a tax-exempt charitable organization under 501(c)(3) of the Internal Revenue Code.
Implications for the jewelry Industry
Smiling Rocks’ initiative underscores a growing trend within the jewelry industry towards corporate social responsibility and sustainable practices. For jewelers, this represents an opportunity to align with ethical and environmentally conscious practices, which can enhance brand reputation and appeal to a more socially aware customer base. Furthermore, the integration of digital education into rural communities highlights the potential for jewelers to engage in impactful philanthropy that extends beyond traditional charitable donations, fostering long-term societal benefits.
