Lab-Grown

Lab-Grown Diamond Co. Green Rocks Hires Brand Manager

Lab-GrownApr 19, 2021

Lab-Grown Diamond Co. Green Rocks Hires Brand Manager

Ahna Shmuel returns to the company to head brand management as well as oversee the jewelry division.

Ahna Shmuel, who has 15 years’ experience on both the retail and wholesale sides of the diamond industry, is the new brand and jewelry manager for Green Rocks Diamonds.
Aventura, Fla.—Green Rocks Diamonds, a producer of lab-grown diamonds, has hired a brand and jewelry manager to oversee brand management as well as the company’s “growing” jewelry division.

Ahna Shmuel rejoins Green Rocks to take on the role. 

Shmuel has 15 years’ experience in the jewelry industry, starting in 2006 when she worked for two different independent jewelers in the Midwest. 

In 2013, she joined Ofer Mizrahi Diamonds, Green Rocks’ parent company, to handle business development and marketing alongside OMD CEO Leon Peres. 

After OMD, she briefly worked in the Chicago office of Belgian diamond company IGC Group before rejoining Peres and OMD for the launch of Green Rocks Diamonds in 2017.

She worked for Green Rocks for about three years before leaving to launch her own online fine jewelry company marketed to women who buy their own jewelry. She will continue to serve private clients in her free time. 

 Related stories will be right here … 

In her new role, Shmuel will head imaging, marketing, and brand communications, as well as manage the company’s jewelry division. Green Rocks said it has experienced “exponential growth” in loose diamond sales and expects to have the same in finished jewelry.   

“Green Rocks explosive growth over the last four years has made brand management a critical role on our executive team,” Peres said in a press release. 

“Ahna brings years of diamond wholesale and retail experience to our leadership and retailers.” 

Shmuel called Green Rocks a “special brand with a critically important role in the created diamond world” and said she is thrilled to rejoin the company.  

“It really feels like home,” she said in the release. 

“With offices in the U.S., Canada, Europe and Israel, the brand is exploding, and the fact is, consumers love our diamonds! I am so excited to be developing a new division for us and leading our brand development. We have serious expansion plans for the brand that are going to create new revenue streams for our retailers and further position us as the market leaders in the lab-grown diamond segment.” 
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

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