The independent jeweler first opened its doors in 1888.
De Beers Names Sally Morrison PR Director of Natural Diamonds
She previously served as CMO of its lab-grown diamond brand, Lightbox Jewelry.

New York—De Beers Group’s Sally Morrison is changing roles, moving from the lab-grown to the mined diamond side.
De Beers announced Monday that the longtime industry marketer has joined its Consumer and Brands division as director of public relations for natural diamonds.
The position is a relatively new one for De Beers Group, but the company said Morrison will have more of a U.S. focus in the role, concentrating on media, trade and designer outreach for natural diamonds in the United States.
She will be based in New York and start immediately in her new position.
Morrison previously served as Lightbox Jewelry’s chief marketing officer, the responsibilities of which she will hand over in the coming months.
She has held a variety of roles in the industry, beginning at the now-defunct Diamond Information Center, or DIC, in 2002.
She also held executive roles at Forevermark, the World Gold Council, the Diamond Producers Association and Gemfields before moving into her current position at Lightbox in late 2017.
Morrison told National Jeweler that her recent experience at Lightbox “has reconfirmed that women are still captivated by the jewelry sector.
“As an industry we need to continue to work to engage consumers with energetic and creative communications that lure them away from other products in our competitive set.”
As she transitions from lab-grown back to natural diamonds, she said she believes the two products are complementary and fulfill different roles in consumers’ lives.
“Natural diamonds are, overwhelmingly, what most consumers prefer to celebrate the most important milestones in their emotional lives; they allow the deepest expression of human connection,” she said.
“However, it is precisely because they mean so much that they are sometimes feel out of reach for decorative, fun, fashion jewelry. This is where the lab-grown diamonds can work well—they have the sparkle, the colors can be manipulated to support a huge breadth of design, and the price points allow consumers more frequent additions to their jewelry wardrobe.”
For her work marketing diamonds, gems and gold over the years, the Gem Awards honored Morrison with its Lifetime Achievement Award in 2018.
“Sally has a real passion for the jewelry industry, and particularly for the joy that natural diamonds bring to consumers around the world,” said Stephen Lussier, executive vice president of consumer and brands at De Beers.
“With so many people being separated from their loved ones in recent months,
The Latest

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.


The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

The company also noted record sales in the United States and a strong performance in its jewelry category.