Bonhams has named luxury jewellery industry expert and former De Beers London CEO Celine Assimon as chief commercial officer.

Assimon has more than 20 years of experience leading commercial strategy, client engagement and brand development across global markets, the auction house said.

At De Beers London, Assimon led a major brand transformation, expanding global retail presence and implementing customer-centric strategies. Previously, she was also CEO of De Beers Forevermark, CEO of De Grisogono, and held senior leadership roles at Richemont and Louis Vuitton, including international director of High Jewellery and Exceptional Pieces at Piaget. She is a certified diamond graduate from the Gemological Institute of America.

In her new role at Bonhams, Assimon will be based in London and oversee global commercial strategy and drive client experience across all business areas. 

According to Bonhams, she will be instrumental in aligning the company's commercial vision with its expanding global platform, ensuring consistent growth and innovation across Bonhams' diverse portfolio of categories.

Chabi Nouri, global CEO of Bonhams, cited Assimon’s deep understanding of the luxury market, adding that her appointment will support efforts to strengthen client relationships and enhance Bonhams' global commercial capabilities.