De Beers has announced the appointment of Sally Morrison as the new market lead for natural diamonds in the United States. She will also serve as the interim head of international regions.
Morrison has been with De Beers in various roles since 2002. Most recently, she was the director of public relations for natural diamonds, a position she held since 2020. Before that, she served as the chief marketing officer for De Beers’ synthetics brand, Lightbox.
This new position is part of De Beers’ strategy to enhance its category marketing under the “Origins” initiative. This initiative aims to renew global interest in natural diamonds through targeted marketing and collaborations with major retailers. Notable partners include the U.S.-based jeweler Signet and Hong Kong’s Chow Tai Fook.
Sandrine Conseiller, CEO of De Beers brands, expressed confidence in Morrison’s experience. “Sally’s unrivaled experience and deep understanding of the natural diamond landscape will help us accelerate our ambitions. We aim to connect the modern consumer to the unique qualities of these precious stones and grow the diamond dream in the U.S. and beyond,” she said.
In her interim role, Morrison will also oversee category marketing in international markets, including China, where she is currently collaborating with Chow Tai Fook.
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