CollectionsFeb 12, 2025
De Beers Jewellers’ New High Jewelry Pays Homage to the Beauty of TreesSourcingFeb 18, 2025
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.
Related stories will be right here …
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.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
