New Forevermark CEO Nancy Liu

Forevermark, a subsidiary of De Beers, has appointed Nancy Liu as its chief executive officer.

The role is a promotion for the executive, who is stepping up from her previous role as chief operating officer of the diamond firm.

“The brand has taken a number of bold steps in recent years, and the positive consumer response to this show that there’s a real resonance with our approach,” Liu said. “As we continue to develop consumer concepts, campaigns, products and designs, Forevermark will play a vital role in the diamond ecosystem for diamantaires, designers, jewelers and consumers, and I’m delighted I’ll be leading the business as it writes its next chapter.”

Liu served as Forevermark’s president of Asia Pacific for 11 years, and was responsible for overseeing the brand’s global launch in China, where it sells its products via WeChat. She was appointed chief operating officer of Forevermark and member of the De Beers executive committee in August 2017.

Prior to her tenure at Forevermark, Liu specialized in corporate management at The Boston Consulting Group, consulting global luxury brands with the aim to develop their businesses in China.

Stephen Lussier, executive vice president of consumer and brands for De Beers Group, will continue to oversee the strategic role Forevermark plays within the Group’s brand portfolio as Forevermark chairman.

“As symbols of nature, uniqueness and positive social impact, diamonds have huge potential to inspire consumers of all ages, and with a new ceo at the helm for Forevermark I will be able to spend more time ensuring we build even stronger consumer connections.” Lussier said, adding “As the brand sees rapid growth in Asia, Nancy’s exceptional expertise and knowledge of the region provide us with excellent continuity as Forevermark goes from strength to strength.”

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