De Beers has appointed Sally Morrison to lead its return to large-scale category marketing for natural diamonds for the United States and take charge of category marketing efforts in international regions on an interim basis.
According to the group, Morrison has worked with De Beers in different capacities since 2002. She moves to the new role from her post as the company’s director of public relations for natural diamonds, which she assumed in 2020. Prior to that, she was chief marketing officer for De Beers’ synthetics line, Lightbox.
The new role is part of De Beers’ focus on enhancing its category marketing under its Origins strategy, which is aimed at revitalising global desire for natural diamonds. The group plans to do this through marketing and strategic collaborations with major retailers, such as US-based jeweller Signet and Hong Kong’s Chow Tai Fook (CTF), De Beers said.
Sandrine Conseiller, CEO of De Beers brands, said: “Sally Morrison’s unrivalled experience and deep understanding of the natural-diamond landscape will help us to accelerate our ambitions as we continue to roll out our Origins strategy and demonstrate how nature’s most extraordinary creations can fulfill our greatest aspirations. I am looking forward to working with Morrison and our partners to connect the modern consumer to the beautiful, unique and rare qualities of these most precious stones and grow the diamond dream in the US and beyond.”
Morrison is also heading the development of a new fourth-quarter natural diamond advertising campaign for the industry at large, building on what De Beers did in the fourth quarter of 2023, said De Beers.
As part of her responsibilities, Morrison will also interim lead category marketing in international markets including China where she works with CTF. (Photo courtesy: De Beers)
03-10-2024
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