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Winner of GEM Award for Lifetime Achievement Announced




She’s being honored by Jewelers of America.

(Press Release) NEW YORK – Jewelers of America, a national trade association for businesses serving the fine jewelry marketplace, and the GEM Awards Committee have announced that Sally Morrison, director of sales and marketing, Americas, of Gemfields, will receive the GEM Award for Lifetime Achievement.INSTORE GemAwards Morrison

The honor will be presented at the 16th annual GEM Awards on Jan. 19 at Cipriani 42nd Street in New York.

The GEM Awards gala honors the outstanding achievements of individuals or companies whose work raises the visibility and status of fine jewelry and watches. The GEM Award for Lifetime Achievement is granted to an individual who has accumulated a career’s worth of contributions to the fine jewelry and watch industry. Honorees set a standard of excellence that serves as an inspiration to industry colleagues.

Morrison’s accomplishments over the past 15 years as an innovative marketer have had a lasting impact on the fine jewelry industry, including her work at De Beers, Forevermark, World Gold Council and Gemfields. She has spearheaded some of the most iconic marketing campaigns for the jewelry industry, including “A Diamond is Forever,” “Love Gold,” and “Real is Rare.”

Morrison has a flair for building emotional connections with audiences – particularly younger consumers – through marketing campaigns, public relations and celebrity influencers. In addition to communicating powerful messages on a large scale, she works closely with jewelry suppliers and retailers to provide critical marketing support for their brands. Social responsibility, including responsible sourcing, has remained one of her top priorities throughout her career, and she has made meaningful contributions to these efforts which she continues to act on in her role at Gemfields.

Morrison was educated at Wadham College, Oxford. She began her career as vice president, external affairs of amfAR, and as a senior vice president of Miramax Films. In 2002, she became the director of the Diamond Information Center at JWT, the marketing agency for De Beers. She was appointed the World Gold Council’s managing director of jewelry and marketing in 2012, where she successfully led the team that launched the Love Gold campaign, and built a worldwide community of over 1 million followers. In 2016, she led the creative development of the “Real is Rare” campaign for the Diamond Producers Association.


Recently, Morrison joined Gemfields as Director of sales and marketing, Americas, where she continues to cultivate her innovative marketing strategies while focusing on the importance of responsibly sourced materials.

“We are honored to present the GEM Award for Lifetime Achievement to Sally Morrison, who is so widely respected throughout the industry,” said Norman Miller, chair of GEM Awards. “Sally’s work in developing iconic marketing campaigns furthers the GEM Awards’ mission of raising the visibility and status of fine jewelry and watches, making her the perfect recipient of the award.”

In addition to the GEM Award for Lifetime Achievement, JA will reveal winners of several other GEM Awards live during the ceremony. The nomination period is currently open in four categories:

  • Jewelry Design
  • Marketing and Communciations
  • Media Excellence
  • Retail Innovation

For details on GEM Awards, to purchase tickets, or to show your support for Morrison through sponsorships and the GEM Awards Journal, visit



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