Philanthropic diamond jewelry brand Smiling Rocks now has more to smile about. The New York-based company has been awarded the Butterfly Mark—a designation given by eco-certification organization Positive Luxury for excellence across the areas of innovation, social and environmental practices, corporate governance, and philanthropy.
Founded in 2011, Positive Luxury independently assesses environmental, social, and corporate governance (ESG+) performance, certifying brands that “act with a deep respect for our world and generations to come,” according to its literature. Positive Luxury’s Butterfly Mark, which is “rigorous, independent, and follows the latest international standards,” is given to luxury brands that demonstrate measurable environmental, social, and corporate governance practices in their everyday operations “to the benefit of the wellbeing of employees, local communities, and the natural world—enabling people to buy better,” according to the company’s website.
Smiling Rocks, which exhibited at JCK Las Vegas this year, uses recycled and biodegradable materials in its packaging and displays, is working toward becoming carbon-neutral in its operations, and boasts a built-in philanthropic program: 10% of the brand’s consumer retail sales, 3% of the brand’s jewelry sales, and 1% of its loose diamond B2B business is donated to four different charities that encompass wildlife protection, medical and educational support, and environmental protection.
“It is not an easy task to receive the Butterfly Mark” says Kishwar Mehmood, global brand director of four-year-old Smiling Rocks. “Our brand was glad to receive passing grades on its environmental, social, governance, and innovation…and after a lengthily process, we are proud of our accolade.”
Top: Anok Yai wearing Smiling Rocks earrings at this year’s Met Gala (courtesy Smiling Rocks)