Sally Morrison, a longtime executive at De Beers Group, will leave the company this summer after decades of promoting diamonds, the miner confirmed.
Her departure coincides with Anglo American’s plans to sell De Beers, a move expected to reshape the diamond industry. Morrison did not respond to requests for comment but stated she is stepping away to explore new opportunities.
“I have greatly valued the opportunities I’ve had at De Beers and am very proud of what we’ve achieved together,” Morrison said. “Most recently, the reintroduction of category marketing and the launch of the Desert Diamonds campaign have been particular highlights.”
She described De Beers as a unique workplace due to its partnerships with diamond-producing nations like Botswana, Canada, Namibia, and South Africa. “It has been a privilege to be part of a team that shares these stories with consumers,” she added. “I will stay in touch with many colleagues.”
New Leadership Steps In
De Beers has already selected a replacement. Shefali Murdia, previously at Movado Group, joined this month as U.S. general manager of natural diamonds. Murdia led global marketing at Movado for three years and brings over a decade of experience in luxury branding from roles at Estée Lauder, Pernod Ricard, and Proximo Spirits.
“Her experience in premium and luxury categories, along with her ability to engage modern consumers, will be valuable,” De Beers stated. The company aims to reinforce the position of natural diamonds in the U.S.
A Shifting Industry
Morrison’s exit aligns with broader changes at De Beers.
Anglo American announced plans in April to sell the diamond miner as part of a strategic shift. Potential buyers could include private equity firms, mining conglomerates, or sovereign wealth funds, though no names have emerged.
The Desert Diamonds initiative, introduced in 2023, connects the brand to its stones’ origins, appealing to younger buyers who value sustainability and ethical sourcing.
Murdia’s hiring signals continued commitment to this strategy. Her background in luxury marketing, especially in spirits and watches, may bring a fresh perspective to diamond advertising.
De Beers has not disclosed Morrison’s future plans.