LONDON – In a further attempt to streamline its management structure, De Beers said Céline Assimon, currently CEO of De Beers Jewelers, will take on the additional role of CEO of De Beers Forevermark and lead both jewelry houses.
The company said Nancy Liu, currently CEO of De Beers Forevermark, has decided to leave the company.
Assimon continues to report to Stephen Lussier, chairman of both jewelry houses, and “will shape a coordinated offering focusing on beautiful diamonds, inspiring designs and connecting consumers with the De Beers’ Building Forever mission.”
De Beers said the positioning of the two jewelry houses under Assimon’s leadership “represents the final step in the development of a ‘one De Beers’ strategy.”
Assimon joined De Beers Group as CEO of De Beers Jewelers in September 2020 and has “unique international experience leading the growth of a number of leading companies in the high-end jewelry and luxury sector,” the company said.
Bruce Cleaver, CEO of De Beers Group, said: “Already in her time with De Beers, Céline has shown that she has a deep passion for diamonds and sustainability, allied with an extremely keen eye for detail and consumer taste. She is the ideal person to lead both of our jewelry houses in the exciting next phase of their development, as we work to increase consumers ‘desire for De Beers’ inspiring diamond jewelry and our commitment to creating a positive, lasting legacy for people and places. where our diamonds are discovered. ”
The change takes effect on September 5, and the company said Liu will remain with the De Beers Group until September 21 to ensure a smooth transition.
Cleaver said Liu “has been instrumental in leading the development of De Beers Forevermark to its position as an internationally recognized and trusted name for responsible diamond jewelry produced with responsibility. Personally, I have enjoyed learning from and working with Nancy, and we all in the De Beers Group thank Nancy for her excellent work, and we wish her all the best for the next chapter in her career. ”
The company said that during his 13-year career at De Beers Group, Liu “played a key role in the global development of the De Beers Forevermark business. Nancy led the growth of the company in China by building a new team and establishing De Beers Forevermark as a leading player in the fast-growing Chinese consumer market for diamond jewelry. ”
She went on to become Chief Operating Officer before being named De Beers Forevermark CEO in 2019 and has led the development and implementation of the company’s wholesale and retail strategy.
According to De Beers, less than one percent of the world’s diamonds are eligible to become Forevermark. The company said each Forevermark diamond is “responsibly sourced and comes from a carefully selected mine that benefits the people, the community and the country in which it is located. Forevermark tracks every diamond on its journey and ensures strict business, environmental and social standards at every step. ”
The diamonds are sold in a selected group of authorized Forevermark jewelers and are available as loose diamonds or in finished jewelry. They are also inscribed with a microscopic brand logo and unique number.
As reported, De Beers has sought to streamline and consolidate management and operations. Last year, the group combined its teams in consumer and brand and corporate affairs into a new entity called brands and consumer markets.
The new entity is “fully responsible for the development of the Group’s brands and the expansion of its consumer businesses,” De Beers said.
The company noted that the reorganization “represents an innovation in luxury: consolidating brand marketing and a company’s social purpose into a focused team. The device is dedicated to engaging consumers in both the beauty of a De Beers diamond and the beauty of its history. ”