De Beers Group announced that Sally Morrison will lead its category marketing work in the US as the business continues to roll out its Origins strategy.
Sally, who will take on the role of Natural Diamonds Market Lead for the US, brings a wealth of experience to the role, having worked with De Beers in different capacities since 2002, and as one of the jewellery industry’s most seasoned marketers Sally has been responsible for leading iconic campaigns from organisations such as the Diamond Producers Association, the World Gold Council and Gemfields.
The appointment comes as De Beers enhances its category marketing under the Origins strategy. The strategy is aimed at revitalising global desire for natural diamonds through innovative marketing approaches and strategic collaborations with major retailers, including Signet in the US and Chow Tai Fook in China. In her role, Sally will continue to lead the joint campaign with Signet as well as broader category work across the US to reinvigorate desire for natural diamonds across the market.
Sandrine Conseiller, CEO of De Beers Brands commented: “Sally’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’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 US and beyond.”
Sally commented: “This is a pivotal time for the natural diamond category. 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 fulfil 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.”
As De Beers Group continues to develop its international category marketing approach, Sally will also lead category marketing activities in other markets on an interim basis, including in China where she is leading the collaboration with Chow Tai Fook.
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