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
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
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.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
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.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
