NEW YORK — De Beers Diamond Jewellers tapped Devon Pike as the new chief executive officer of its U.S. division.

This story first appeared in the May 16, 2011 issue of WWD. Subscribe Today.

Most recently, Pike was a senior vice president of digital at Juicy Couture. She joined Juicy Couture in May 2009 as senior vice president and general merchandise manager for the North American and Travel Retail business. Before that, Pike spent six years at Polo Ralph Lauren in various management positions, including vice president and general merchandise manager of the Rugby Ralph Lauren brand.

At De Beers Diamond Jewellers, Pike succeeds Hamida Belkadi, who left the company earlier this year.

François Delage, ceo of De Beers Diamond Jewellers, called Pike “a highly respected retail industry executive, who understands how to develop and expand sought-after brands.

“Devon is an asset to our company, who we expect will significantly strengthen De Beers in the U.S. market,” Delage added. “The U.S. market is strategic for us, and the recruitment of Devon is a sign of our commitment to further developing our activities in one of the world’s largest jewelry markets.”

De Beers Diamond Jewellers operates 11 freestanding stores in the U.S., including in Hawaii. The company was founded 10 years ago as an independent joint venture between LVMH Moët Hennessy Louis Vuitton and De Beers SA.

“I look forward to building on what has been achieved in the U.S. and taking the brand to its next level of success,” Pike said.

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