LONDON – In a further attempt to streamline its management structure, De Beers said Celine Assimon, currently CEO of De Beers Jewelers, will take on the additional role of CEO of De Beers Forevermark and lead both jewelry houses.
The company said Nancy Liu, currently CEO of De Beers Forevermark, has decided to leave the company.
Assimon will continue to report to Stephen Lussier, who is president of both jewelry houses, and “will design a coordinated offering focused on beautiful diamonds, inspiring design and connecting consumers to De Beers’ Building Forever mission.”
De Beers said the positioning of the two jewelry houses under Assimon’s leadership “represents the latest step in the move towards a ‘one De Beers’ strategy.”
Assimon joined the De Beers Group as CEO of De Beers Jewelers in September 2020 and has “exceptional international experience in leading the growth of a range of leading companies in the premium jewelry industry. and luxury, ”the company said.
Bruce Cleaver, CEO of De Beers Group, said: “Celine has already shown during her time at De Beers that she has a deep passion for diamonds and sustainability, combined with an extremely keen eye for detail and taste. of consumers. She is the perfect fit to lead our two jewelry houses into the exciting next phase of their development as we work to increase consumer desire for inspiring diamond jewelry from De Beers and our commitment to creating a positive and lasting legacy for the people and places where our diamonds are found.
The change will take effect on September 5, and the company said Liu will stay with De Beers Group until September 21 to ensure a smooth transition.
Cleaver said Liu “was instrumental in the development of De Beers Forevermark to its position as an internationally recognized and trusted name for beautiful, responsibly sourced diamond jewelry. Personally, I have enjoyed learning from and working with Nancy, and all of us at De Beers Group thank Nancy for her outstanding work, and we wish her the best for the next chapter of her career.
The company said that during his 13-year career with the De Beers Group, Liu has played “a key role in the global development of the De Beers Forevermark business. Nancy led the company’s growth in China, building a new team and making De Beers Forevermark a leading player in the rapidly growing Chinese market for diamond jewelry.
She then became COO before being appointed CEO of De Beers Forevermark in 2019, and led the development and implementation of the company’s wholesale and retail strategy.
According to De Beers, less than one percent of diamonds in the world are eligible to become Forevermark. The company said every Forevermark diamond is “of responsible origin, sourced from a carefully selected mine that benefits the people, the community and the country in which it is located.” Forevermark traces each diamond along its journey, ensuring that strict business, environmental and social standards are met at every step. “
Diamonds are sold through a select group of Authorized Forevermark Jewelers and are available as loose diamonds or as finished jewelry. They are also inscribed with a microscopic brand logo and a unique number.
As noted, De Beers has sought to streamline and consolidate management and operations. Last year, the group merged its Consumer & Brand and Corporate Affairs teams into a single new unit known as Brands & Consumer Markets.
The new unit is “fully responsible for developing the group’s brands and expanding its consumer business,” De Beers said.
The company noted that the reorganization “represents an innovation in luxury: consolidating brand marketing and a company’s social purpose into one focused team. The unit is dedicated to engaging consumers in both the beauty of a De Beers diamond and the beauty of its history. “