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.

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.”
The Latest

Current Diamond Council of America President and CEO Terry Chandler is set to retire in January 2026.

The company's Series A shares will continue to trade following a reverse stock split while its Series B shares will be delisted.

Communicating clearly with your staff is key to navigating turbulent times, writes columnist Peter Smith.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

The “Inner Journey” collection debuted as the brand celebrated its 25th anniversary, with designs inspired by Morais’ journey.


Tanishq is expanding its presence in the United States with a new store in Santa Clara, California, which is its largest in the country.

Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.

Supplier Spotlight Sponsored by GIA

Two scholarships are available, one for new and non-members and another for NAJA certified members.

The retailer’s new flagship is set to open in October at the Tuscan Village development in Salem, New Hampshire.

Plus, parent company Saks Global announces plans to cut ties with up to 600 vendors.

Peter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.

The necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.

Sponsored by the Las Vegas Antique Jewelry and Watch Show

A private American collector purchased the 10-carat fancy vivid blue diamond.

The designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.

Around 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.

The event is also accepting poster submissions now through June 16.

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.

The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.

The donation was the result of the brand’s annual Earth Day Ingot event.

Located in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.

The nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.

BIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.