Sourcing

Sally Morrison Takes on Larger Role as De Beers Zeros In On Category Marketing

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.

Sally Morrison De Beers
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 … 
 
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

Jane Fonda, America Ferrera, Mariska Hargitay, Laura Harrier, Mattia Furlani, Gianvito Martino, Sabina Belli in Pomellato International Women’s Day campaign
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD Campaign

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

Yeprem Golden Strada Statement Necklace
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ Necklace

The statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.

Kyle Slosson
MajorsMar 07, 2025
Borsheims Names New Senior Security and Facilities Manager

Longtime employee Kyle Slosson has been promoted to the role.

ja-btyb-topimage.png
Brought to you by
Have a Plan for Emergencies

Emergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.

Dan and Hope Wixon with dog
IndependentsMar 06, 2025
Wixon Jewelers to Close After 37 Years

First-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.

Weekly QuizMar 06, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
3.1 Phillip Lim x Guzema Snake necklaces and bracelets
CollectionsMar 06, 2025
Guzema, 3.1 Phillip Lim Collab on New ‘Snake’ Designs

The limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.

Stephen Barnes
IndependentsMar 06, 2025
Stephen Barnes Is the New Owner of IJO

After more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.

national-jeweler_top-image_2.png
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond Sales

The jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.

Borsheims Senior Jeweler Jay Wolff
Events & AwardsMar 06, 2025
Borsheims’ ‘Ike-It’ Award Goes to Jeweler

Senior Jeweler Jay Wolff was named employee of the year.

Neiman Marcus Downtown Dallas flagship
MajorsMar 05, 2025
Neiman Marcus’ Dallas Flagship Store to Close, Confirms Saks Global

The 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.

Rolex “Starship Gold” circa 1980 alien watch
AuctionsMar 05, 2025
Sotheby's To Auction 51 ‘Alien’ Watches

The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

Jewelers of America logo
MajorsMar 05, 2025
Jewelers of America Unveils 3-Year Strategic Plan

The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.

92NY Building
Events & AwardsMar 05, 2025
92NY Accepting 2025 Jewelry Artist Residency Applications

The application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.

Nethaniel Fuimaono, Sonny Fuimaono, Aaron Fuimaono, Hanson Dang mug shots
CrimeMar 04, 2025
4 Suspects Arrested in Fatal Armed Robbery of California Jewelry Store

Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.

Stock image of a gavel
CrimeMar 04, 2025
NYC Diamond Dealer Pleads Guilty to Lab-Grown Diamond Swaps

Manashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.

For Future Reference Vintage 1940s Necklace
TrendsMar 04, 2025
Amanda’s Style File: Peaceful and Powerful Aquamarine

The March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsMar 04, 2025
The Smart Lab: Using Online Events to Supercharge Sales

Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

Doja Cat and Selena Gomez at the 2025 Oscars
EditorsMar 03, 2025
Drop Necklaces, Archival Pieces Take Over at the 2025 Oscars

From Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.

Polished diamonds
Policies & IssuesMar 03, 2025
Customs Indefinitely Postpones Requirement to Disclose Country of Mining

Originally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”

Woman pushing a shopping cart
SurveysMar 03, 2025
Consumer Confidence Fell in February Amid Concerns About the Future

The recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.

AGA Gemological Education Scholarship Program Graphic
Events & AwardsMar 03, 2025
AGA Now Accepting Applications for Its Gemological Education Scholarship

The application period for the program is now open for aspiring gemologists around the world.

Porcupine Quilled 3-Band Earrings
CollectionsFeb 28, 2025
Piece of the Week: Ironhorse Quillwork Earrings

The work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.

Memorial ring for Sir Richard Rainsford
AuctionsFeb 28, 2025
300-Year-Old Ring With Ties to Witch Trial Judge Up for Auction

A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.

20250228_MNQ 2025 Jewelry Trends Forecast.jpg
Recorded WebinarsFeb 28, 2025
Watch: 2025 Jewelry Trends Forecast

Fine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.

Winnie Harlow, Kyle Kuzma, Stephanie Gottlieb Fine Jewelry Engagement Ring
TrendsFeb 27, 2025
Model Winnie Harlow Says ‘Yes’ to 3-Stone Engagement Ring

Harlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.

Winona Ryder Iman Pandora Campaign
MajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora Campaign

The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.

JA Learning Workshop logo
Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association Convention

The learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy