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Published
Jul 22, 2021
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De Beers and Forevermark brands in leadership consolidation

Published
Jul 22, 2021

De Beers is moving the head of its De Beers Jewellers operation to also oversee its Forevermark brand. Céline Assimon replaces Nancy Liu, who was made CEO of Forevermark in 2019 after a decade at the diamond jewellery group. She’ll be leaving in late September.


Céline Assimon - De Beers



The consolidation comes after the company announced plans to rebrand Forevermark as De Beers Forevermark and run the parent brand and newly-renamed label in the same division. It’s part of the firm’s “one De Beers” strategy.

Assimon has only been CEO of the main De Beers brand since last September.

Group CEO Bruce Cleaver said the outgoing Liu “has been instrumental in leading the development of De Beers Forevermark” while her replacement “has already shown in her time with De Beers that she has a deep passion for diamonds and sustainability, allied to an extremely keen eye for detail and consumer tastes”.

He said she’s “the ideal person to lead both” brands “as we work to grow consumer desire for De Beers’ inspiring diamond jewellery and our commitment to creating a positive lasting legacy for the people and places where our diamonds are discovered.”

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