The company has named the head of its flagship jewellery brand, Céline Assimon, to also lead its De Beers Forevermark business.

Assimon was appointed chief executive of De Beers Jewellery in September 2020 and will take the helm of the De Beers Forevermark house from September 5.

The move is part of the Group’s strategy to streamline its brand portfolio. It first launched Forevermark in 2008, offering lower price points and more trend-led collections compared with De Beers Jewellers’ lines. This month, the company rebranded Forevermark to include the De Beers name.

Assimon’s new double CEO role marks a further step towards “a ‘one De Beers’ strategy,” the company said in a press release.

Former Forevermark CEO Nancy Liu will depart after 13 years at De Beers Group.

Further Reading: De Beers: Taking Ownership of Its Legacy

Céline Assimon, the chief executive of De Beers Jewellers, finds herself navigating a 10-year responsible business plan while getting to grips with the group’s complicated relationship with lab-grown diamonds.