Sally Morrison

As Director of Public Relations for Natural Diamonds at De Beers Group, Sally Morrison oversees marketing initiatives to expand interest and drive desire for natural diamonds through media, trade and designer outreach, with a particular focus on the US market. 

One of the jewelry industry’s most seasoned marketers, Sally has a deep knowledge and understanding of the category, as well as an extensive network of industry relationships. She has developed and implemented a series of collaborative programs including, Ten/Ten, Black is Brilliant and The Radiance by COUTURE, that have created meaningful opportunities for designers and contributed to the creation of a more diverse, inclusive and equitable jewelry industry. 

Prior to her current role, Sally led iconic campaigns for major players such as Lightbox, Gemfields, the Diamond Producers Association, World Gold Council, and De Beers Group. From 2017 to 2020, Sally served as the CMO of Lightbox, where she led overall brand development along with advertising, public relations, social media and event activations. In Her previous position as the Director of Sales and Marketing for Gemfields, she managed the colored gemstone mining company’s communication programs across the Americas, and is credited with masterminding their highly successful red carpet initiatives and designer collaborations. As the Managing Director of the Diamond Producers Association, Sally oversaw the creative development of the “Real is Rare” campaign to translate the emotional value and symbolism of diamonds for the millennial generation. While leading the World Gold Council as Managing Director from 2012 to 2015, Sally led a global team of 25 and the launch of LoveGold.com, reinvigorating the 18-30-year-old consumer segment and building a highly engaged social media community with a worldwide footprint of more than one million followers.

Sally’s previous work on behalf of De Beers Group spanned a ten-year period from 2002 to 2012 during which time she developed a range of influential marketing campaigns and publicity standards that were to become a contemporary model for fine jewelry brands everywhere. As the Chief Marketing Officer for Forevermark, she was responsible for the development and launch of the De Beers Group proprietary brand in the US. Previously,  she served as Director-in-Charge of JWT, the marketing agency for De Beers Group, where she re-energized the diamond category through her ability to forge emotional connections with audiences, as well as her innate understanding of how celebrity could drive consumer interest. Her understanding of these crucial disciplines was gained through leadership positions at Miramax Films, where she served as Senior Vice President, and amfAR, where she was Vice President of External Affairs. Sally serves on a number of industry boards,including the Diamond Empowerment Fund and Jewelers for Children. She was educated at Wadham College, Oxford and currently resides near New York City.