De Beers Group has announced the appointment of Sally Morrison as its new natural diamonds market lead for the US, as part of a strategic move to enhance its category marketing under the Origins strategy.
Morrison, a seasoned industry professional with extensive experience at De Beers and other major jewelry companies, will also serve as interim head of international markets.
Expanding Role and Responsibilities
Morrison’s appointment represents an expansion of her duties. While she will continue to lead De Beers’ joint campaign with US jeweler Signet, her role now encompasses broader category marketing responsibilities for the entire natural diamond sector in the United States. She will also oversee the development of new marketing initiatives for key international markets, including China, where De Beers has an ongoing collaboration with Chow Tai Fook.
In addition to managing these partnerships, Morrison will be overseeing the rollout of a new advertising campaign for natural diamonds in the fourth quarter. This initiative aims to build on the momentum of previous campaigns and to encourage consumer interest in natural diamond jewelry.
Strategic Objectives of the Origins Strategy
The Origins strategy is De Beers’ global initiative to encourage consumer demand for natural diamonds through innovative marketing and strategic collaborations. The strategy highlights the distinct characteristics of natural diamonds, promoting them as enduring symbols of personal connection. This approach seeks to engage a new generation of consumers and position natural diamonds as meaningful symbols of celebration.
“Sally’s extensive experience and 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 fulfill our greatest aspirations,” said Sandrine Conseiller, CEO of De Beers Brands. “I’m looking forward to working with Sally and our partners to connect the modern consumer to the beautiful, unique and rare qualities of these most precious stones and grow the
Future Marketing Directions
Looking forward, De Beers plans to leverage consumer insights to create marketing strategies that resonate with contemporary audiences. “There are some things, historically, that we think De Beers has done really well and one of them is understanding deep consumer insights and how to map them against consumers in a modern and relevant way,” Morrison said. “We’re going to continue to do that in close partnership with people in the trade, whether it’s Signet or other retailers.”
As De Beers refines its category marketing efforts, jewelers can expect focused campaigns that support the natural diamond market. The company’s emphasis on storytelling and emotional engagement could help differentiate natural diamonds from synthetic counterparts, highlighting their distinct value in the minds of consumers.
