Longtime fine jewelry executive Sally Morrison has joined Gemfields, the world’s leading supplier of responsibly sourced colored gemstones, as director of marketing and sales for the Americas, effective immediately. Morrison joins Gemfields from the Diamond Producers Association, where she served as managing director, marketing. She previously held executive roles at De Beers Jewelry’s consumer-facing arm A Diamond is Forever, Forevermark, Miramax Films and the World Gold Council.

The U.K.-based company, which has created campaigns to promote colored gemstones with celebrities such as Mila Kunis, also endeavors to set new trade standards. The company specializes in emeralds and amethysts from Zambia and rubies from Mozambique. Listed on the AIM market of the London Stock Exchange, Gemfields oversees the mining and marketing of colored gemstones from some of the world’s finest gemstone deposits both responsibly and transparently to jewelers, manufacturers and luxury brands worldwide. The company has partnered with high-end jewelry designers to create collections using its stones.

Gemfields chief executive officer Ian Harebottle noted, “Sally will be a wonderful addition to the Gemfields family. Her role will be pivotal as we continue to expand and the U.S. announces several new marketing strategies.” In January 2013, Gemfields acquired Fabergé, so no doubt Morrison’s duties will include amplifying the relationship with the heritage luxury brand.

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