Morrison will now focus on media, trade and designer outreach for natural diamonds, with a particular focus on the US market.
Upon taking the role, she will hand over her current responsibilities as Lightbox Jewellery’s chief marketing office over the coming months, but will start work immediately in her new position.
Stephen Lussier, executive vice president of consumer and brands at De Beers Group, said: “Sally has a real passion for the jewellery industry, and particularly for the joy that natural diamonds bring to consumers around the world.
“With so many people being separated from their loved ones in recent months, diamonds will play a more important role than ever in helping celebrate the connections that are so important in our lives.”
Morrison added: “I started my jewellery career with A Diamond is Forever and it’s great to be back. De Beers Group has always been the leading voice for natural diamonds and their unique ability to signify life’s most important moments.”
“While the next months will doubtless be challenging for all of us, I’m looking forward to finding new and engaging ways to bring this most precious of gems to consumers. Meanwhile, I am very proud of what’s been achieved so far with Lightbox and look forward to watching the brand’s continued success.”