De Beers has named Fairchild Publications’ group publisher Alyce Alston CEO of De Beers LV, U.S., a joint venture between diamond mining company De Beers and luxury goods maker LVMH Moet Hennessey Louis Vuitton. She will oversee the U.S. expansion of De Beers LV, which will include store openings in New York and Beverly Hills this year.

At Fairchild, Alston was group publisher of W, W Jewelry and Vitals magazines. During her time at the company, she helped successfully launch W Jewelry in 2003 and created the Vitals network that includes Vitals Man, launched last fall, and the women’s version, which launched this spring.

Before coming to Fairchild, Alston helped launch O, The Oprah Magazine, published by Oprah Winfrey and Hearst Magazines, where she was publisher.

JCK