De Beers Group has named Sally Morrison Natural Diamonds Market Lead for the US as part of efforts to bolster global desire for natural diamonds in key markets.

Morrison, who has worked with De Beers in different capacities since 2002, is one of the jewellery industry’s most seasoned marketers, revealed the company. She previously led iconic campaigns from top-tier organisations like Diamond Producers Association, World Gold Council and Gemfields.

Her appointment comes as De Beers enhances its category marketing under the Origins strategy, which is aimed at reviving global demand for natural diamonds through innovative marketing approaches and strategic collaborations with major retailers, including Signet in the US and Chow Tai Fook in China. 

In her role, Morrison will continue to lead the joint campaign with Signet as well as broader category work across the US to bolster market appetite for natural diamonds.

She commented, “This is a pivotal time for the natural diamond category. I look forward to working with partners and constituents from across our industry to tell the next generation of consumers the incredible story of natural diamonds.”

As De Beers Group continues to develop its international category marketing approach, Morrison will also lead category marketing activities in other markets on an interim basis, including in China where she is leading the collaboration with Chow Tai Fook, the company said.