De Beers Unites Retail Brands Under One CEO

RAPAPORT… De Beers has appointed Céline Assimon as head of both De Beers Jewellers and De Beers Forevermark, furthering the company’s efforts to streamline its retail activities.

Assimon, who joined as CEO of De Beers Jewellers last September, will take on the same role at Forevermark, De Beers said Wednesday. She will succeed Nancy Liu on September 5.

The merging of the two positions follows a reorganization of the group’s downstream business last year. The company combined its consumer and brands department with its corporate affairs team — forming a brands and consumer markets division — and promised to sharpen its focus on social purpose.

In her expanded role, Assimon will “shape a coordinated offering focused on beautiful diamonds, inspiring design and connecting consumers to De Beers’ ‘Building Forever’ mission,” the company said. “Positioning the two jewelry houses under Céline’s leadership represents the latest step in the evolution to a ‘one De Beers’ strategy.”

Assimon will continue to report to Stephen Lussier, chairman of both jewelry houses and De Beers’ executive vice president for consumer markets.

Liu, who has been CEO of Forevermark since 2019, will leave De Beers following 13 years at the company. She will remain with the group until September 21 to help the transition.

Image: Céline Assimon. (De Beers)