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Nancy Liu will take over from Stephen Lussier as the global CEO of Forevermark, De Beers’ diamond brand. Liu has been with Forevermark since 2008.
London—Forevermark Chief Operating Officer Nancy Liu has been promoted to CEO, taking over for De Beers veteran Stephen Lussier, who is stepping back from the brand’s day-to-day operations.

Liu has been with Forevermark for 11 years, starting as the president for the Asia-Pacific region in April 2008 before being promoted to COO in October 2017.

She is fluent in both Mandarin and English and has expertise in the market De Beers sees as central to Forevermark’s future growth—Asia.

In addition to her roles with Forevermark in Asia, Liu spent a year working as a consultant with Boston Consulting Group and served as the vice president of merchandising, Asia Pacific for Louis Vuitton for three years. Both jobs were based in Hong Kong.

In a company news release announcing Liu’s appointment, Lussier said: “We have an outstanding candidate to take over as CEO of Forevermark. As the brand sees rapid growth in Asia, Nancy’s exceptional expertise and knowledge of the region provide us with excellent continuity as Forevermark goes from strength to strength.”

Lussier, who has been with De Beers for 26 years and has been heading Forevermark since 2010, will continue to oversee the role the diamond brand plays within the De Beers Group as Forevermark chairman but will no longer be in charge of its day-to-day operations.

He will instead focus on shaping De Beers Group’s strategy at the consumer level.

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