The De Beers Group has announced Nancy Liu as its new Forevermark boss.

Stepping up from her current role as chief operating officer, Liu will take over the day to day responsibility of Forevermark.

Executive vice-president of consumer and brands for De Beers Group, Stephen Lussier, will continue to oversee the strategic role Forevermark plays within the firm’s brand portfolio as Forevermark chairman. However, by stepping away from the day to day accountability for Forevermark, Lussier will be able to increase his focus on shaping the Group’s strategy at the consumer level.


Lussier comments: “This is a moment of great opportunity for diamonds. As symbols of nature, uniqueness and positive social impact, they have huge potential to inspire consumers of all ages, and with a new CEO at the helm for Forevermark I will be able to spend more time ensuring we build even stronger consumer connections with these miracles of nature across all our activities.

“Fortunately, 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.”

Liu has served as Forevermark’s president of Asia Pacific for 11 years, and she was responsible for overseeing the brand’s global launch in China.

She was appointed chief operating officer of Forevermark and member of the De Beers executive committee in August 2017.

Nancy Liu remarks: “At Forevermark we’ve come a very long way in a very short space of time, yet we believe the future will be even more exciting. The brand has taken a number of bold steps in recent years, and the positive consumer response to these show that there’s a real resonance with our approach. As we continue to develop consumer concepts, campaigns, products and designs, Forevermark will play a vital role in the diamond ecosystem for diamantaires, designers, jewellers and consumers, and I’m delighted I’ll be leading the business as it writes its next chapter.”