SourcingNov 02, 2021
De Beers’ New Marketing Campaign Is Here SourcingJan 21, 2022
Stephen Lussier to Retire After 37 Years With De Beers
Tiffany executive Mark Jacheet will succeed Lussier, who officially steps down in April.
Stephen Lussier is retiring from the De Beers Group, where he “shaped the soul” of diamonds over the course of his 37-year career.
London—After nearly four decades of promoting diamonds, longtime De Beers executive Stephen Lussier is retiring.
The company announced Thursday that Lussier will step down as executive vice president of brands and consumer markets in April, marking the end of a run that began when he made the jump from De Beers’ former U.S. ad agency, N.W. Ayer, to De Beers proper in the mid-‘80s.
Former Tiffany & Co. Executive Marc Jacheet will succeed Lussier, joining the company as CEO, De Beers Brands.
Lussier said: “Having had the privilege of guiding De Beers’ consumer strategy and businesses for the past three decades, I am proud of the markets we have opened, the brands we have built and the diamond dream that has guided us at every step.
“I am particularly pleased to have identified Marc as an individual with the insight and leadership skills to guide De Beers’ consumer strategy forward into an exciting new era for the group and the diamond industry.”
Lussier joined De Beers in 1985 and, by 1993, had moved to London to head marketing for De Beers worldwide.
It was under Lussier’s watch that the company launched some of its most well-known consumer marketing campaigns and products, including the popular Journey diamond jewelry beacon program and the famous “Shadows” advertising campaign from the 1990s.
He also served on the company’s executive committee and headed Forevermark for more than a decade before stepping back from the diamond brand in 2019 and moving into his current role as executive vice president of brands and consumer markets.
Last year, Jewelers of America announced that Lussier would be the recipient of the 2022 Gem Award for Lifetime Achievement, an honor he will receive at the Gem Awards ceremony this March in New York.
Related stories will be right here …
The company announced Thursday that Lussier will step down as executive vice president of brands and consumer markets in April, marking the end of a run that began when he made the jump from De Beers’ former U.S. ad agency, N.W. Ayer, to De Beers proper in the mid-‘80s.
Former Tiffany & Co. Executive Marc Jacheet will succeed Lussier, joining the company as CEO, De Beers Brands.
Lussier said: “Having had the privilege of guiding De Beers’ consumer strategy and businesses for the past three decades, I am proud of the markets we have opened, the brands we have built and the diamond dream that has guided us at every step.
“I am particularly pleased to have identified Marc as an individual with the insight and leadership skills to guide De Beers’ consumer strategy forward into an exciting new era for the group and the diamond industry.”
Lussier joined De Beers in 1985 and, by 1993, had moved to London to head marketing for De Beers worldwide.
It was under Lussier’s watch that the company launched some of its most well-known consumer marketing campaigns and products, including the popular Journey diamond jewelry beacon program and the famous “Shadows” advertising campaign from the 1990s.
He also served on the company’s executive committee and headed Forevermark for more than a decade before stepping back from the diamond brand in 2019 and moving into his current role as executive vice president of brands and consumer markets.
Last year, Jewelers of America announced that Lussier would be the recipient of the 2022 Gem Award for Lifetime Achievement, an honor he will receive at the Gem Awards ceremony this March in New York.
De Beers CEO Bruce Cleaver described Lussier’s impact on De Beers and the diamond industry as “singular and wide-reaching.”
“For 37 years, [Stephen] has shaped the soul of our product and reminded us of the preciousness, beauty and positive impact of natural diamonds,” he said. “We thank him for all he has done for De Beers, to which his name and legacy will be forever linked.”
Lussier will step down from his executive responsibilities on April 1 but continue to work as a strategic adviser to De Beers and remain chairman of the Natural Diamond Council.
Jacheet is set to join De Beers on Feb. 1.
He has worked in marketing and digital for luxury goods and jewelry for more than 25 years.
Most recently, Jacheet served as president of the Europe, Middle East and Africa for Tiffany & Co. Prior to that, he headed the Asia Pacific region for the jeweler.
He also has held global marketing roles with LVMH, Danone and Unilever in Europe and the United States.
In addition to his role as CEO of De Beers Brands, Jacheet will serve on the company’s executive committee.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
