SourcingAug 29, 2024
De Beers Looks to India to Boost Demand for Natural Diamonds SourcingSep 20, 2024
Sally Morrison Takes on Larger Role as De Beers Zeros In On Category Marketing
The company is poised to make a big push for natural diamonds this holiday season.
Veteran marketer Sally Morrison has taken on a new, expanded role with De Beers Group as natural diamonds market lead for the U.S.
London—De Beers Group has tapped an industry veteran to head its return to large-scale category marketing in the United States after more than a decade.
Sally Morrison will spearhead the effort in her new role as natural diamonds market lead for the U.S., while also taking charge of category marketing efforts globally on an interim basis.
An extension of her duties as De Beers’ director of public relations for natural diamonds, this new, larger role will see Morrison continue to lead De Beers’ joint campaign with Signet, which she said will launch shortly.
She’s also heading development of a new fourth-quarter natural diamond advertising campaign for the industry at large, building on what De Beers did in Q4 2023.
The goal of both campaigns is to inspire people to fall in love with natural diamond jewelry.
“There are some things, historically, that we think De Beers has done really well and one of them is understanding deep consumer insights and how to map them against consumers in a modern and relevant way,” Morrison said.
“We’re going to continue to do that in close partnership with people in the trade, whether it’s Signet or other retailers.”
Related stories will be right here …
Sally Morrison will spearhead the effort in her new role as natural diamonds market lead for the U.S., while also taking charge of category marketing efforts globally on an interim basis.
An extension of her duties as De Beers’ director of public relations for natural diamonds, this new, larger role will see Morrison continue to lead De Beers’ joint campaign with Signet, which she said will launch shortly.
She’s also heading development of a new fourth-quarter natural diamond advertising campaign for the industry at large, building on what De Beers did in Q4 2023.
The goal of both campaigns is to inspire people to fall in love with natural diamond jewelry.
“There are some things, historically, that we think De Beers has done really well and one of them is understanding deep consumer insights and how to map them against consumers in a modern and relevant way,” Morrison said.
“We’re going to continue to do that in close partnership with people in the trade, whether it’s Signet or other retailers.”
De Beers focus on generic category marketing is a reprise of the activity the company did years ago via the Diamond Promotion Service/Diamond Information Center accounts at advertising agency J. Walter Thompson (JWT).
Around 2011, the company abandoned category advertising in favor of promoting its own brand, Forevermark.
Morrison, who had been with JWT for nearly a decade, left to join De Beers as chief marketing officer for Forevermark.
Morrison also has category marketing experience outside of diamonds.
She worked as colored gemstone miner Gemfields’ director of marketing and sales for a little over a year and spent three years with the World Gold Council as managing director for jewelry.
She also was the first managing director of marketing for the Diamond Producers Association, the predecessor to the Natural Diamond Council.
“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,” De Beers Brands CEO Sandrine Conseiller said.
“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 U.S. and beyond.”
More on Sourcing
The Latest
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
