Forevermark, De Beers Retail Chain Now Under One CEO


Céline Assimon (pictured), who currently heads De Beers’ retail chain, De Beers Jewellers, will also now oversee the company’s Forevermark brand.

Assimon replaces Nancy Liu, who was appointed Forevermark CEO in 2019.

Liu, a 13-year De Beers veteran, will remain with the company until Sept. 21.

In May, De Beers announced that Forevermark would be rebranded as De Beers Forevermark, and that it was bringing both brands into the same division. According to a company statement, this move was the latest evolution in a “one De Beers” strategy.

Assimon joined De Beers Group as CEO of De Beers Jewellers in September 2020.

De Beers Group CEO Bruce Cleaver said in a statement: “Nancy has been instrumental in leading the development of De Beers Forevermark.… Céline has already shown in her time with De Beers that she has a deep passion for diamonds and sustainability, allied to an extremely keen eye for detail and consumer tastes. She is the ideal person to lead both our jewelry houses in the exciting next phase of their development as we work to grow consumer desire for De Beers’ inspiring diamond jewelry and our commitment to creating a positive lasting legacy for the people and places where our diamonds are discovered.”

(Photo courtesy of De Beers Group)

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By: Rob Bates

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