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
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
SurveysSep 30, 2026
Consumer Confidence Falls to 12-Year Low in SeptemberThose surveyed were worried about the present and the future, with write-in responses mentioning high oil and gas prices.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
