Lab-grown diamond producer Green Rocks Diamonds has announced the appointment of Ahna Shmuel as its new brand and jewellery manager as it continues its expansion plans.

In 2013 she joined Ofer Mizrahi Diamonds (OMD), Green Rocks’ parent company, after being a client.

Her initial role at OMD was the first of its kind for the company, handling business development and marketing alongside CEO Leon Peres.


She has also previously worked with Green Diamonds. After some time away she now moves to the lab-grown side of the business.

Shmuel said: ““I’m thrilled to be back at Green Rocks, it really feels like home. With offices in the US, 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.”

CEO Leon Peres added: “Green Rocks’ explosive growth over the last four years has made brand management a critical role on our executive team. Ahna brings years of diamond wholesale and retail experience to our leadership and retailers.”

See below for PJ’s recent interview with Peres:

INTERVIEW: Green Rocks CEO Leon Peres on why lab-grown diamonds are an opportunity not a threat