De Beers Group Names Sally Morrison Natural Diamonds Lead for U.S.

De Beers Group announced on Tuesday the appointment of Sally Morrison as the Natural Diamonds Lead in the U.S.

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Morrison has worked with De Beers Group in different roles since 2002. She was behind several of the industry’s leading marketing campaigns for organizations like the Diamond Producers Association, the World Gold Council and Gemfields.

“This is a pivotal time for the natural diamond category,” Morrison said. “I look forward to working with partners and constituents from across our industry to tell the next generation of consumers the incredible story of natural diamonds. At De Beers we have always believed in modern interpretations of universal human truths, and communicating how nature’s most magical resource can fulfill our needs and longings in today’s world. In our increasingly digital culture, natural diamonds create analog emotional experiences that can never be faked, replicated or substituted. We will bring that message to consumers in the virtual and real places where they think and dream.”

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Morrison’s appointment is part of De Beers Group’s Origins strategy, which aims at “revitalizing global desire for natural diamonds,” according to the organization. The company is working on this strategy with several retail partners, including Signet Jewelers and Chow Tai Fook in China. Morrison will be tasked with leading joint campaigns with Signet.

“Sally’s unrivaled 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,” said Sandrine Conseiller, chief executive officer of De Beers Brands. “I’m looking forward to working with Sally 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 U.S. and beyond.”

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