NEW YORK — Sally A. Morrison, a former senior vice president of publicity at Miramax Films, has been named the director of the Diamond Information Center, the promotional arm of De Beers Group’s Diamond Trading Company.

Morrison replaces Joan Parker, who stepped down in April to become a consultant for De Beers LV, the new venture between De Beers and LVMH Moët Hennessy Louis Vuitton.

Prior to Miramax, Morrison spent 14 years at the American Foundation for AIDS Research, primarily as vice president for external affairs.

A native of England who is based in New York, Morrison said she became acquainted with Parker and the DIC when AmFar held a charity event at Cannes two years ago, where DIC was one of the principal sponsors.

"I wanted to come to the DIC because I am entranced by the product and I am interested in diamonds both as a commodity and as adornment," Morrison said in a phone interview.

"This is a complex and glamourous industry and there are a lot of interesting business issues going on now with diamonds, including issues of price and how stones are rated."

She said she has no specific changes in mind for the DIC, but said she wants to continue the efforts of Parker, who spent 29 years at the organization.

In her position, Morrison oversees public relations on behalf of the U.S. diamond industry, including encouraging publications to write about diamonds and inducing celebrities and starlets to wear diamond jewelry. She reports to Richard Lennox, director of the diamond group at J. Walter Thompson.

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