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De Beers promises to offer ‘unparalleled’ social purpose after major business reshuffle


Change is afoot at De Beers as the company has combined two of its departments into one new unit, with the goal of upping the social purpose of its brands.

The company has merged its London-based consumer and brands and corporate affairs teams into one single unit.

The new brands and consumer markets department will redouble its efforts to making sure that De Beers brands are sustainable, responsible and purpose-led.

Stephen Lussier, previously executive vice president of consumer and brands, has been appointed executive vice president of consumer markets.

He will continue to serve as the chairman of De Beers Jewellers and chairman of Forevermark.

Heis accountable for the long-term vision and strategy of De Beers’ consumer businesses.

David Prager, previously executive vice president of corporate affairs, has been appointed executive vice president and chief brand officer of De Beers.

Prager is accountable for the marketing of De Beers and its brands and leading the group’s commitment to create a positive impact in the lives of people and the health of the planet through De Beers’ ‘Building Forever’ sustainability framework.

Both will continue to sit on the De Beers Group executive committee.

De Beers also announced the following appointments to its brand leadership team: Katie Fergusson as senior vice president, sustainable impact; Feriel Zerouki as senior vice president, corporate affairs; and Colby Shergalis and Martha Velando as senior VPs of brand marketing and global marketing respectively.

Bruce Cleaver, CEO, De Beers Group, said: “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.”


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