CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
SourcingNov 17, 2020
De Beers Group Shuffles Departments with Focus on Social Responsibility
The diamond company is combining its marketing and sustainable impact teams.
London—De Beers Group is shuffling up some of its key departments in an effort to show the diamond mining and jewelry company is focused on promoting its corporate social responsibility measures.
The London-based diamantaire is combining its “Consumer & Brands” team with its “Corporate Affairs” team into a new group called “Brands & Consumer Markets.”
The new department combines brand marketing with social purpose, De Beers explained, underlining the importance today’s consumer gives to shopping with companies that align with their values.
The Brands & Consumer Markets group will showcase the “beauty of a De Beers diamond and the beauty of its story,” per a press release.
This means a number of De Beers execs find themselves in new roles.
Stephen Lussier, chairman of De Beers Jewellers and chairman of Forevermark, in charge of De Beers’ consumer business long-term vision, sees his previous position as executive vice president of consumer and brands shift into executive vice president of consumer markets.
Lussier remains on the De Beers Group Executive Committee, as does David Prager, previously executive vice president of corporate affairs, who is now executive vice president and chief brand officer at De Beers.
Prager is tasked with De Beers’ marketing, showcasing its sustainability practices and commitment to creating a positive impact for people and the planet under the umbrella of a new program, called “Building Forever.”
Joining Prager in the development of the sustainability initiative, Building Forever, is Katie Fergusson.
Previously, Fergusson was senior vice president of social impact. Now, she is senior vice president of sustainable impact.
Feriel Zerouki, formerly senior vice president of international relations and ethical initiatives, is now senior vice president of corporate affairs.
Feriel and her team will be responsible for creating ethical and sustainable value chains, as well as international relations, industry engagement and corporate and employee communications.
Feriel built De Beers’ “Best Practice Principles,” a pipeline assurance program, as well as GemFair, as part of its efforts to bolster human rights in the artisanal mining community.
Colby Shergalis, former senior vice president of group brand in London and vice president of marketing and communications at Forevermark, is now senior vice president of brand marketing.
Shergalis has created consumer-facing campaigns for De Beers Group and Forevermark, and even “A Diamond is Forever” through her previous agency.
Now, Shergalis will focus on advertising that underscores social responsibility.
Lastly, Martha Velando, who joined De Beers in 2020 as Forevermark CEO, has now been
Editors' Picks
Sponsored by
appointed to senior vice president of global marketing.
She will head up the global marketing team emphasizing consumer communication throughout their entire diamond purchasing journey.
Previously, Velando was a senior marketer for companies like Yves Saint Laurent, Lancôme, Kiehl’s and Victoria’s Secret while working for P&G, L’Oreal and Coty.
The executives will work closely with De Beers Jewellers CEO Céline Assimon and Forevermark CEO Nancy Liu.
De Beers Group CEO Bruce Cleaver commented: “As new generations of consumers look to express not just their love, but their values, through the purchases they make for others and the things they buy for themselves, the transformation and appointments we have announced reflect our conviction that compelling and meaningful brands will shape the future of diamonds.
“The combination of Stephen’s unparalleled experience in the diamond industry, Nancy and Céline’s leadership of Forevermark and De Beers Jewellers respectively and our new holistic brand team that will bring together our efforts to protect, lend purpose to and promote our brands under David’s leadership, will deliver purpose-led and growth-focused propositions for our partners.”
She will head up the global marketing team emphasizing consumer communication throughout their entire diamond purchasing journey.
Previously, Velando was a senior marketer for companies like Yves Saint Laurent, Lancôme, Kiehl’s and Victoria’s Secret while working for P&G, L’Oreal and Coty.
The executives will work closely with De Beers Jewellers CEO Céline Assimon and Forevermark CEO Nancy Liu.
De Beers Group CEO Bruce Cleaver commented: “As new generations of consumers look to express not just their love, but their values, through the purchases they make for others and the things they buy for themselves, the transformation and appointments we have announced reflect our conviction that compelling and meaningful brands will shape the future of diamonds.
“The combination of Stephen’s unparalleled experience in the diamond industry, Nancy and Céline’s leadership of Forevermark and De Beers Jewellers respectively and our new holistic brand team that will bring together our efforts to protect, lend purpose to and promote our brands under David’s leadership, will deliver purpose-led and growth-focused propositions for our partners.”
More on Sourcing
The Latest
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Weekly QuizSep 24, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
