LONDON — Emmanuelle Nodale has been named the new chief executive officer of De Beers London, the retail brand of De Beers Group.

Succeeding Céline Assimon, Nodale’s appointment marks the brand entering a new phase of global expansion and strategic evolution as part of the group’s Origins strategy, the company said.

With 20 years of experience in the luxury sector, working her way in Kering as an investor relations manager to most recently general manager of Europe at Pomellato, Nodale will lead De Beers London as the brand will open its Paris flagship on Rue de la Paix later this year, as first reported by WWD.

“I am thrilled to step into this role at such an exciting time for De Beers London. From our home in London, I’m committed to building on De Beers’ exceptional diamond legacy with a focus on design-led pieces that embody modern elegance,” said Nodale.

Sandrine Conseiller, CEO of De Beers Brands, said: “With our new identity firmly established and the upcoming launch of our Paris flagship, Emmanuelle’s leadership will be instrumental in expanding and strengthening our position in the global luxury jewelry market as we continue to differentiate ourselves as the only luxury jewellery house with direct access to natural diamonds at their source.”

Previously known as De Beers Jewellers, De Beers London was rebranded in February with the tagline “True brilliance comes from within,” and a campaign starring Adwoa Aboah that aims to reflect its multicultural origins.

The campaign and rebrand mark the culmination of Assimon’s tenure as CEO of the jewelry brand. As reported, she left at the end of February after more than four years and took up the role of chief commercial officer at the international auction house Bonhams last month.