top of page

De Beers Group Consolidates Leadership of Jewellery Houses

De Beers Group today announced that Nancy Liu, CEO of De Beers Forevermark, has decided to leave the business and Céline Assimon, currently CEO of De Beers Jewellers, will expand her role to lead both jewellery houses. In her expanded capacity Celine will continue to report to Stephen Lussier, Chairman of both jewellery houses, and will shape a coordinated offering focused on beautiful diamonds, inspiring design and connecting consumers to De Beers’ Building Forever mission.

Positioning the two jewellery houses under Céline’s leadership represents the latest step in the evolution to a ‘one De Beers’ strategy.

During a 13-year career at De Beers Group, Nancy has played a key role in the global development of the De Beers Forevermark business. Nancy led the growth of the business in China, building a new team and establishing De Beers Forevermark as a leading player in the rapidly growing Chinese consumer market for diamond jewellery. She went on to become Chief Operating Officer before being appointed De Beers Forevermark CEO in 2019, and has led the development and implementation of the business’s wholesale and retail strategy.

Céline, who joined De Beers Group as CEO of De Beers Jewellers in September 2020, has outstanding international experience in leading the growth of a range of leading businesses in the high-end jewellery and luxury sector.

Bruce Cleaver, CEO, De Beers Group, said: “Nancy has been instrumental in leading the development of De Beers Forevermark to its position as an internationally-recognised and trusted name for responsibly sourced, beautiful diamond jewellery. Personally, I have enjoyed learning from and working with Nancy, and all of us at De Beers Group thank Nancy for her outstanding work and we wish her all the best for the next chapter in her career.

“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 jewellery houses in the exciting next phase of their development as we work to grow consumer desire for De Beers’ inspiring diamond jewellery and our commitment to creating a positive lasting legacy for the people and places where our diamonds are discovered.”

The change will take effect from 5 September 2021 and Nancy will remain with De Beers Group until 21 September to ensure a seamless transition of leadership ahead of her departure.


bottom of page