De Beers Forevermark CEO Nancy Liu is stepping down from the role after 13 years with De Beers, as Céline Assimon, CEO of De Beers Jewellers, takes on the role.

Assimon will hold both roles simultaneously as De Beers Group looks to consolidate the leadership of its two jewellery houses.

She will continue to report to Stephen Lussier, chairman of both jewellery houses, and will shape a coordinated offering, De Beers said in a statement.


The departing Liu 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’ wholesale and retail strategy.

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.