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Celine Assimon Stepping Down as CEO of De Beers Jewellers
Assimon will be leaving at the end of February after nearly five years with De Beers.
Celine Assimon, an experienced luxury executive who was hired as CEO of De Beers Jewellers in September 2020, will be leaving the company at the end of the month to “pursue other career opportunities.”
London—De Beers Group executive Celine Assimon, who heads its retail business and served as CEO of Forevermark for a few years, will leave the company at the end of the month.
WWD reported the news Friday and De Beers Group confirmed it to National Jeweler Monday, stating that Assimon will be stepping down to “pursue other career opportunities.”
Assimon has been CEO of De Beers Jewellers, a diamond jewelry retailer with nearly 40 locations worldwide including four in the United States, since September 2020.
She also served as head of Forevermark from September 2021 to March 2024, when De Beers pulled Forevermark out of the U.S. and pivoted to making it a jewelry brand focused on the Indian market.
A De Beers spokesman said, “During her time with the business, Celine has successfully repositioned De Beers Jewellers as a design-led luxury brand through the expansion of our creative product portfolio in core collections and high jewelry, building DBJ’s global brand presence through relationships with market-leading partners, preparation for the launch of our Rue de la Paix flagship store in Paris later this year, and most recently the De Beers Jewellers brand platform work, culminating in our most recent campaign.”
A search is underway for her successor.
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WWD reported the news Friday and De Beers Group confirmed it to National Jeweler Monday, stating that Assimon will be stepping down to “pursue other career opportunities.”
Assimon has been CEO of De Beers Jewellers, a diamond jewelry retailer with nearly 40 locations worldwide including four in the United States, since September 2020.
She also served as head of Forevermark from September 2021 to March 2024, when De Beers pulled Forevermark out of the U.S. and pivoted to making it a jewelry brand focused on the Indian market.
A De Beers spokesman said, “During her time with the business, Celine has successfully repositioned De Beers Jewellers as a design-led luxury brand through the expansion of our creative product portfolio in core collections and high jewelry, building DBJ’s global brand presence through relationships with market-leading partners, preparation for the launch of our Rue de la Paix flagship store in Paris later this year, and most recently the De Beers Jewellers brand platform work, culminating in our most recent campaign.”
A search is underway for her successor.
Assimon’s resignation comes at time of uncertainty for De Beers Group, which is grappling with a decline in natural diamond sales and is slated to be either demerged or divested by parent company Anglo American.
Anglo took a $1.6 billion impairment charge on De Beers in February 2024 and confirmed in May that it was looking to offload the diamond miner and marketer as part of a broader effort to focus operations on “green” energy solutions.
Earlier this month, the mining giant cut De Beers’ 2025 production guidance by a third and announced it was likely to write down the value of the business again this year.
Anglo is scheduled to release its full-year results for 2024 on Thursday.
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