De Beers has announced a strategic move in the natural diamond market by appointing Sally Morrison as the new U.S. Market Lead for their natural diamonds campaign. This decision comes at a critical time for the global diamond industry, as natural diamonds face increasing competition from lab-grown alternatives, which have been gaining popularity for their affordability and eco-friendly appeal.

Sally Morrison, a seasoned marketing expert with decades of experience in luxury and diamonds, will lead the charge in reinvigorating the perception and demand for natural diamonds in the United States, one of the world’s largest diamond markets. Morrison is no stranger to the diamond world, having held prominent positions in various sectors, including her previous work with De Beers on other brand initiatives. Her experience will be crucial as she takes the reins of this high-stakes campaign aimed at reconnecting consumers with the timeless allure of natural diamonds.

One of the key focuses of Morrison’s campaign will be to highlight the intrinsic value of natural diamonds, including their rarity, uniqueness, and the sense of luxury they provide. While lab-grown diamonds have been marketed as a more affordable and sustainable option, De Beers remains committed to emphasising the unmatched heritage, authenticity, and lasting value of natural diamonds. The new campaign will likely use storytelling to connect with consumers on an emotional level, underlining the fact that every natural diamond is a unique creation of the Earth, formed over billions of years.

Morrison’s appointment also signals De Beers’ intention to defend its market share and reinforce the relevance of natural diamonds in the modern luxury space. According to industry sources, part of her strategy will involve leveraging De Beers’ longstanding reputation for quality and craftsmanship, while also adapting to evolving consumer preferences, particularly among younger buyers who are increasingly concerned about sustainability and ethical sourcing​.

This move reflects broader industry trends, as luxury brands and diamond companies pivot towards personalised campaigns and storytelling to appeal to niche markets and engage a new generation of buyers. As De Beers navigates the future of the diamond industry, Sally Morrison’s leadership will be pivotal in positioning natural diamonds as a symbol of enduring beauty and value in the U.S. market.