De Beers Reshuffles Branding, Corporate Units

RAPAPORT... De Beers has combined two of its London-based divisions into a new unit focused on consumer brands and social purpose.The consumer and brands department and the corporate affairs team have merged into one division - brands and consumer markets - headed by senior executives Stephen Lussier and David Prager, De Beers said Monday. The move, effective immediately, will enable De Beers to "sharpen its focus and investment in providing consumers with brands of true social purpose," the company 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," said De Beers CEO Bruce Cleaver.The consumer-markets division will be responsible for developing De Beers' brands and expanding its consumer businesses, which include De Beers Jewellers and Forevermark. Lussier, previously executive vice president of consumer and brands, has become executive vice president for consumer markets, overseeing the long-term vision and strategy of the consumers businesses. He will continue as chairman of De Beers Jewellers and Forevermark. Prager, who was executive vice president for corporate affairs, will step up to the role of executive vice president and chief brand officer for De Beers. He will be accountable for the marketing of De Beers and its brands and for leading its social and environmental efforts through its sustainability program, "Building Forever." Both Lussier and Prager will continue to serve on De Beers' executive committee. Meanwhile, within the new unit, De Beers has appointed Katie Fergusson, former senior vice president for social impact, as senior vice president for sustainable impact. Feriel Zerouki, previously senior vice president of international relations and ethical initiatives, is now senior vice president for corporate affairs. Colby Shergalis, previously senior vice president of group brand in London and vice president for marketing and communications at Forevermark US, has taken on the role of senior vice president for brand marketing. Martha Velando, who joined De Beers earlier this year as chief marketing officer for Forevermark, will become senior vice president for global marketing.The new team will work closely with C?(C)line Assimon, CEO of De Beers Jewellers, and Nancy Liu, CEO of Forevermark.Image: Rough diamonds used for the Talisman jewelry collection at De Beers Jewellers, New York. (Ben Perry/Armoury Films/De Beers)