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Smiling Rocks Founders Manish Jiwani and Zulu Ghevriya: “I believe that Heaven is here, and we have to create it ourselves; If we could embrace the idea that each individual has responsibility to make a positive change in this world, it could inspire huge impact in this world”

If we could embrace the idea that each individual has responsibility to make a positive change in this world, it could inspire huge impact in this world. If companies, large or small could dedicate a portion of their business to the betterment of the society this world would become a more beautiful place to live […]

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If we could embrace the idea that each individual has responsibility to make a positive change in this world, it could inspire huge impact in this world. If companies, large or small could dedicate a portion of their business to the betterment of the society this world would become a more beautiful place to live in. I believe that Heaven is here, and we have to create it ourselves.


I had the pleasure to interview Manish Jiwani and Zulu Ghevriya founders of Smiling Rocks. Smiling Rocks was founded by brothers Manish and Zulu, both 20-year veterans of the jewelry industry, to ultimately bring smiles and contribute to a better and brighter world. To that end, they proudly offer Origin Guaranteed, socially and eco-conscious laboratory grown diamonds and diamond jewelry that seeks to make a positive impact on the earth and its inhabitants.


Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?

For many years I wanted to connect with something that would provide me with more purpose in my life. I was already had a successful career in the diamond and jewelry business, but I was looking for more.

During my daughter’s birthday party, I happened to get sidetracked by a documentary that was playing on TV about companies doing good work and giving back. This inspired me to call my brother and convince him that we needed to do something to contribute to the greater good in the world. We decided that leveraging our experience in the diamond and jewelry industry was the place to start. So we mapped out a plan to launch Smiling Rocks, a sustainable, lab-grown, diamond and diamond jewelry brand that benefits charity and creates a network of giving among consumers.

We decided to name our company “Smiling Rocks” because we want each lab-grown diamond “rock” that we sell to give everyone involved with the brand, “A Reason to Smile,” — inspiring a chain of smiles from customers, to manufacturers, distributors, our staff, and especially to the charities we work with.

Can you share the most interesting story that happened to you since you began leading your company?

Since I started working on this brand, I am more connected with myself and the people around me which had been my initial motivation from the to start. I met one NGO in America that provides a surgery to impoverished children with cleft palates in developing nations. The founder shared her experience and stories of transforming a kid’s life. With that small act, it gives a power to make change, and this is exactly what I want to do with Smiling Rocks.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Not yet ☺

Can you describe how your organization is making a significant social impact?

We are creating a Chain of Smiles by donating 10% of business revenue to four different charity sectors including Animal Welfare, Environmental Protection, Education and Medical support. We want to involve our customers in selecting which charity sector will benefit from their purchase.

We will work with NGOs that concentrates in these particular areas of charitable work and make sure every single penny is distributed to the charity. For example, in the category of education, we will be giving books to children who are not capable to affording books. We will send educational curriculum books through our educational program.

Smiling Rocks will soon launch a Carbon for Carbon initiative whereby the Company will plant trees as a means of counteracting the human cycle of carbon footprints created by the manufacture and consumption of luxury products.

Can you tell me a story about a particular individual who was impacted this cause?

I admire Blake Mycoskie, founder of Tom’s. His entire mission and motto of “One for One” and giving shoes to underprivileged children without having any background or experience in the business is very inspiring. His belief in supporting communities in need, shaped a successful shoes empire and was one of my motivations for creating Smiling Rocks.

Are there three things the community/society/politicians can do help you address the root of the problem you are trying to solve?

Yes, absolutely! Smiling Rocks is focused on improving different aspects of society. We want to build a community of giving by letting our customers select where the donation from their purchase is distributed. We want to connect with each and every individual and want them to have the opportunity to experience the luxury of Smiling Rocks, while doing something good and bringing change in this world.

With NGO support, we can expand our impact and visions. We will be their additional back up to bring change and work together with them.

How do you define “Leadership”? Can you explain what you mean or give an example?

The ability to communicate your passion and motivation with your team, to the point where it inspires the team to be self-motivated and dedicated to making your business a success.

When I shared this vision and plan for Smiling Rocks with my team, luckily, I had an excellent, young team who believes in the same vision and we build a core team that has a same understanding. They accepted it with the same passion and open heart to make Smiling Rocks a success.

What are your “5 things I wish someone told me when I first started” and why. Please share a story or example for each.

I would say that I only have three for now:

-You can only focus on one business at a time! I have dedicated most of my time to building Smiling Rocks and can’t give much time to my other developed businesses.

-You will be homesick! Since it’s a newly established brand, I have to travel a lot in different countries to set up offices and meet people that supports my brand.

-I wish someone would have pushed me to start Smiling Rocks earlier than I did. I have a very deep connection with Smiling Rocks and our mission. It’s given me a level of satisfaction that I’ve never experienced until now.

You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

If we could embrace the idea that each individual has responsibility to make a positive change in this world, it could inspire huge impact in this world. If companies, large or small could dedicate a portion of their business to the betterment of the society this world would become a more beautiful place to live in. I believe that Heaven is here, and we have to create it ourselves.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Hard work and honesty can make an ordinary person extraordinary. My whole life I have worked with honesty and hard work with whatever I was committed to, and the results have been very fulfilling.

Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂

I’d love to meet Mark Zuckerberg and Ellen DeGeneres! Why them?

Mark has donated a large percentage of his wealth to charity and bringing smiles to children’s faces. His vision is similar to ours, and we’d love to share Smiling Rocks’ mission with him.

Ellen because she has a huge social network and supports communities and families to make a positive change in their lives. She also has a big heart filled with love and passion for her work.

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