Stalwart diamond marketer Stephen Lussier calls it a day

De Beers Group on 20 January 2022 announced that Stephen Lussier, De Beers Group Executive Vice President for Brands & Consumer Markets, will step down from his executive responsibilities on 1 April 2022 after 37 years with the company.

Stephen will continue to contribute to De Beers as a strategic advisor and will continue to serve in his role as Chairman of the Natural Diamond Council.

He is Chairman of De Beers Jewellers and De Beers Forevermark as well as the Executive Vice-President, Brands & Consumer Markets, De Beers Group, and a member of De Beers Group’s Executive Committee. Lussier is also the current Chairman of the Natural Diamond Council and a Board Director of the Responsible Jewellery Council.

Stephen joined the Consumer Marketing Division of De Beers in London in 1985 as Market Controller for the US and Canada before holding that position for the Asian region.

He assumed responsibility for the International Consumer and Marketing Division as a whole in 1993. From 1995 to 2004, he worked with the Diamond Trading Company, first as a Director and ultimately as Deputy to the Managing Director.

In 2009, he became CEO of De Beers Forevermark, and became Executive Vice-President of Marketing for De Beers Group in 2012.

Before joining De Beers, he worked for De Beers’ advertising agency, NW Ayer, in New York. He holds an MBA from Columbia University in New York and a BA from Boston College in the US.

Bruce Cleaver, CEO, De Beers Group, said: “Stephen’s contribution to De Beers and the entire diamond industry is singular and wide-reaching. For 37 years he has shaped the soul of our product and reminded us of the preciousness, beauty and positive impact of natural diamonds. We thank him for all he has done for De Beers, to which his name and legacy will be forever linked. I am pleased that Stephen will remain a strategic advisor to De Beers and a champion for natural diamonds as Chairman of the Natural Diamond Council. Stephen leaves in place an exceptional leadership team that is as passionate about the role of diamonds in culture and communities as he has been.

Stephen commented: “Having had the privilege of guiding De Beers’ consumer strategy and businesses for the past three decades, I am proud of the markets we have opened, the brands we have built and the diamond dream that has guided us at every step. I am particularly pleased to have identified Marc as an individual with the insight and leadership skills to guide De Beers’ consumer strategy forward into an exciting new era for the Group and the diamond industry”.

Stephen will be succeeded by Marc Jacheet. Marc brings a wealth of luxury goods, luxury jewellery, marketing and digital experience gained over a 25 year international career – most recently as President of Tiffany & Co.Europe, Middle East and Africa, and prior to that as President of Tiffany’s Asia Pacific region. Marc has also held a number of global marketing roles with LVMH, Danone and Unilever in Europe and the US

“Stephen and I are both excited to invite Marc into De Beers and match his experience and track record of success with the potential we have in front of us.” Bruce Cleaver added.

Marc will join De Beers Group on 1 February 2022 as CEO, De Beers Brands, and will join the De Beers Group Executive Committee with responsibility for the Brands & Consumer Markets business unit.

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