De Beers has appointed Sally Morrison to lead its category marketing work in the US as the business continues to roll out its Origins strategy.
The strategy is aimed at revitalising the global desire for natural diamonds through innovative marketing approaches and strategic collaborations with major retailers, including Signet in the US and Chow Tai Fook in China.
The group said Morrison brings a wealth of experience to the role, having worked with De Beers in different capacities since 2002.
In her role, she will continue to lead the joint campaign with Signet as well as broader category work across the US to reinvigorate the desire for natural diamonds across the market.
“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 fulfil our greatest aspirations,” said De Beers Brands' chief executive Sandrine Conseiller.
Morrison said in the increasingly digital culture, natural diamonds create analogue emotional experiences that can never be faked, replicated, or substituted.
“We will bring that message to consumers in the virtual and real places where they think and dream,” she said.
Mathew Nyaungwa, Editor in Chief, Rough&Polished
