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
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ CollectionThe brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
