“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
De Beers Group Shuffles Departments with Focus on Social Responsibility
The diamond company is combining its marketing and sustainable impact teams.
London—De Beers Group is shuffling up some of its key departments in an effort to show the diamond mining and jewelry company is focused on promoting its corporate social responsibility measures.
The London-based diamantaire is combining its “Consumer & Brands” team with its “Corporate Affairs” team into a new group called “Brands & Consumer Markets.”
The new department combines brand marketing with social purpose, De Beers explained, underlining the importance today’s consumer gives to shopping with companies that align with their values.
The Brands & Consumer Markets group will showcase the “beauty of a De Beers diamond and the beauty of its story,” per a press release.
This means a number of De Beers execs find themselves in new roles.
Stephen Lussier, chairman of De Beers Jewellers and chairman of Forevermark, in charge of De Beers’ consumer business long-term vision, sees his previous position as executive vice president of consumer and brands shift into executive vice president of consumer markets.
Lussier remains on the De Beers Group Executive Committee, as does David Prager, previously executive vice president of corporate affairs, who is now executive vice president and chief brand officer at De Beers.
Prager is tasked with De Beers’ marketing, showcasing its sustainability practices and commitment to creating a positive impact for people and the planet under the umbrella of a new program, called “Building Forever.”
Joining Prager in the development of the sustainability initiative, Building Forever, is Katie Fergusson.
Previously, Fergusson was senior vice president of social impact. Now, she is senior vice president of sustainable impact.
Feriel Zerouki, formerly senior vice president of international relations and ethical initiatives, is now senior vice president of corporate affairs.
Feriel and her team will be responsible for creating ethical and sustainable value chains, as well as international relations, industry engagement and corporate and employee communications.
Feriel built De Beers’ “Best Practice Principles,” a pipeline assurance program, as well as GemFair, as part of its efforts to bolster human rights in the artisanal mining community.
Colby Shergalis, former senior vice president of group brand in London and vice president of marketing and communications at Forevermark, is now senior vice president of brand marketing.
Shergalis has created consumer-facing campaigns for De Beers Group and Forevermark, and even “A Diamond is Forever” through her previous agency.
Now, Shergalis will focus on advertising that underscores social responsibility.
Lastly, Martha Velando, who joined De Beers in 2020 as Forevermark CEO, has now been
She will head up the global marketing team emphasizing consumer communication throughout their entire diamond purchasing journey.
Previously, Velando was a senior marketer for companies like Yves Saint Laurent, Lancôme, Kiehl’s and Victoria’s Secret while working for P&G, L’Oreal and Coty.
The executives will work closely with De Beers Jewellers CEO Céline Assimon and Forevermark CEO Nancy Liu.
De Beers Group CEO Bruce Cleaver commented: “As new generations of consumers look to express not just their love, but their values, through the purchases they make for others and the things they buy for themselves, the transformation and appointments we have announced reflect our conviction that compelling and meaningful brands will shape the future of diamonds.
“The combination of Stephen’s unparalleled experience in the diamond industry, Nancy and Céline’s leadership of Forevermark and De Beers Jewellers respectively and our new holistic brand team that will bring together our efforts to protect, lend purpose to and promote our brands under David’s leadership, will deliver purpose-led and growth-focused propositions for our partners.”
The Latest

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

Six new retail businesses were selected for the 2025 program, which began in January.

Sponsored by the Gemological Institute of America


Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The company failed to file its quarterly reports in a timely manner.

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.