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.
More on Sourcing
The Latest
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
