Sally Morrison Becomes De Beers’ PR Director for Natural Diamonds

Sally Morrison is getting back to nature.

Morrison (pictured), who has been serving as chief marketing officer of De Beers’ Lightbox lab-grown diamond brand since its launch in 2018, will now become De Beers’ director of public relations for natural diamonds.

The relatively new position, which was created last year, will focus on media, trade, and designer outreach for natural diamonds, with a particular focus on the U.S. market.

“De Beers has generally communicated through its brands [Forevermark and De Beers Diamond Jewelers],” she tells JCK. “But those brands tend to be a bit high level. So, this is meant to fill out the space between the brands and find opportunities that those brands don’t cover.”

She will also promote De Beers’ corporate image.

“We do a lot of things at the group level that can always be better communicated to consumers, including some of our response to COVID-19,” she says. “Those kind of things are not necessarily covered by the brands.”

The role promoting natural diamonds seems to have some overlap with the Diamond Producers Association, where Morrison once worked.

“We are a key partner and stakeholder in the DPA, so we want to optimize both our contribution toward it and also what we get back from it and drive that across all our various channels,” she says. “So it’s making sure that our communications are integrated and aligned with theirs and getting the most possible out of what they are doing as a group.”

Lightbox Jewelry is currently searching for a replacement chief marketing officer. She says the mostly direct-to-consumer lab-grown brand is doing “pretty well.”

Morrison’s role will be based in New York, though for the moment, she will working out of her home, due to the COVID-19 pandemic.

Morrison was a guest on JCK’s podcast, The Jewelry District, in December.

(Image courtesy of De Beers)

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JCK News Director