Smiling Rocks is pleased to announce the launch of its latest campaign, The New York Edit. Set in New York City, the campaign follows a single idea: that diamonds belong in life, in its quiet, significant moments and in its everyday ones, captured across its iconic places. The campaign features the brand's latest collections across Bridal and Fashion jewellery.
New York City was the natural choice for this campaign as the brand is originated in New York in 2018. Smiling Rocks is proud to launch the campaign from the city it calls home, as the brand has always drawn on the city's energy — and this campaign carries that into every frame, the city’s parks, streets, and skyline.
Set in Central Park, the campaign captures latest Smiling Rocks’ Bridal collection — such as Bridal Olivia and Swirl. Central Park is where countless love stories have begun — the right place for jewellery that marks the beginning of a new journey. Engagement rings, wedding bands, and bridal sets, all in lab-grown diamonds reflecting the emotion of a decision that lasts forever.
Across the streets and skyline of Manhattan, the city’s pace and texture became part of the image. Here, Smiling Rocks presented its latest fashion jewellery collections — Whiskey, Bold, Frame, Horizon and more. — each with a distinct character and design.
This campaign captures the energy of Smiling Rocks women, no matter what part of life they are in, says Zulu Ghevriya, CEO & Co-Founder of Smiling Rocks. Each woman brings her own strength, fierceness, and joy — and our jewellery is simply a reflection of that.
At the heart of the campaign is a single idea: boldness belongs to everyone. Smiling Rocks presents its collections on two women at different points in life, each bold, independent, and entirely their own.
It isn't a single look that defines them, but their presence. This campaign is inspired by a city where every generation moves with purpose, proving that true confidence is timeless.