De Beers Restructures, Brands to Spotlight Social Purchase

De Beers is combining both its corporate affairs and consumer brand units—part of a new focus on offering brands of “true social purpose.”

The new brand and consumer marketing unit will meld De Beers’ social engagement and marketing functions.

Stephen Lussier (pictured), previously executive vice president of consumer and brands, has been appointed executive vice president, consumer markets. He will continue to serve as chairman of De Beers Jewellers and Forevermark.

David Prager, previously executive vice president of corporate affairs, has been appointed De Beers’ executive vice president and chief brand officer.

Prager will oversee marketing for De Beers’ brands and lead the company’s new Building Forever sustainability framework.

In addition, Katie Fergusson has been appointed senior vice president, sustainable impact. She will lead the implementation of Building Forever.

Feriel Zerouki has been appointed senior vice president of corporate affairs. She was previously senior vice president of international relations and ethical initiatives, where she oversaw De Beers’ best practice principles and De Beers’ GemFair program. Her team will be responsible for securing ethical and sustainable value chains, international relations, industry engagement, and corporate and employee communications.

Colby Shergalis has been appointed senior vice president, brand marketing. Shergalis was previously senior vice president of group brand in London, and vice president of marketing and communications at Forevermark US. She will shape the new brand marketing strategy underpinned by a social purpose.

Martha Velando has been named senior vice president, global marketing, of Forevermark. She joined De Beers earlier this year as the chief marketing officer of Forevermark. Prior to joining De Beers, Velando held senior global and local marketing roles for brands such as Yves Saint Laurent, Lancôme, Kiehl’s, and Victoria’s Secret.

Céline Assimon remains CEO of De Beers Jewellers and Nancy Liu, CEO of Forevermark. Both were appointed in the last two years.

The company also announced that Jonathan Kendall is retiring at the end of the year, after 20 years with De Beers. He currently serves as head of both De Beers Group Industry Services and Forevermark Operations. He also developed the De Beers Institute of Diamonds, the company’s educational services department.

Following Kendall’s departure, Jamie Clark will take over the De Beers laboratories. Emanuela Morando will continue to head up client management and business development, and Jodine Perrin will continue to lead consumer and trade education.

(Image courtesy of De Beers)

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JCK News Director