Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

De Beers: Taking Ownership of Its Legacy

Céline Assimon, the chief executive of De Beers Jewellers, finds herself navigating a 10-year responsible business plan while getting to grips with the group’s complicated relationship with lab-grown diamonds.
Céline Assimon, chief executive of De Beers; the De Beers store in Old Bond Street in London. De Beers; Shutterstock.
Céline Assimon, chief executive of De Beers; the De Beers store in Old Bond Street in London. De Beers; Shutterstock.
By
  • Ming Liu

This article first appeared in the special edition of The State of Fashion: Watches and Jewellery, co-published by The Business of Fashion and McKinsey & Company. To learn more and download a copy of the report,

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON