De Beers is pleased to announce the appointment of Edith Chen as President, Asia Pacific for De Beers Jewellers and De Beers Forevermark, effective 13th December 2021.
Reporting directly to Céline Assimon, CEO of De Beers Jewellers & De Beers Forevermark, the new China based role will be key to lead the ‘one De Beers’ strategy in APAC, by bringing together efforts to grow consumer desire for De Beers’ diamonds and inspiring diamond jewellery, as well as its commitment to creating a positive lasting legacy for the people and places where these diamonds are discovered.
Edith will define and deliver the Asia Pacific business strategy, encompassing trading across all markets by leveraging all channels of distribution and will lead the development of the Jewelry Houses and Code of Origin in APAC markets.
Before joining De Beers, Edith worked for Calvin Klein and Brooks Brothers where she successfully led the strategic regional retail expansion and omnichannel transformation, and successfully rolled out a holistic brand experience with a data centric and digitally empowered consumer journey, to expand consumer reach and elevate consumer loyalty. She also has significant retail operational experience and is an inspirational leader with ambitions to build high-performance organizations, with multi-markets dynamics that embrace the cultural diversity of the region.
Céline Assimon said: “I’m delighted that Edith will be joining De Beers in this new role. As a proven leader with a number of established global brands and a strong track record, I look forward to working with her to deliver our Asia Pacific business strategy.”