International News
De Beers Group Announces Changes to Executive Committee
De Beers Group today announced changes to its Executive Committee, with current Chief Operating Officer, Burger Greeff, retiring at the end of the year following three decades of exceptional service. Kevin Smith, currently Executive Vice President, Corporate Affairs & Strategy, will become Interim Chief Operating Officer, while Eirik Waerness, currently Senior Vice President & Chief Economist, will move into the role of Acting Executive Vice President, Corporate Affairs & Strategy, both effective from 1 December 2025.
Burger joined De Beers Group in August 1993 as a Senior Research Officer at De Beers Consolidated Mines. Over his career with De Beers, Burger has held numerous pivotal leadership roles across the business, including Senior Research Manager: Strategic, General Manager at De Beers Marine SA, and Executive Head of Technical & Sustainability. His leadership has spanned technical innovation, operational excellence, and sustainability.
Kevin joined De Beers in 1996 and has held many leadership roles across both De Beers and Anglo American, including operational, technical and commercial positions. Most recently, as Executive Vice President of Corporate Affairs & Strategy, Kevin has been instrumental in leading the delivery of the Origins strategy. Prior to that, Kevin played a key role in developing the Upstream Origins strategy, as well as leading the organisational redesign programme across the Group.
Eirik joined De Beers Group on 1 September 2025 as Senior Vice President and Chief Economist, Head of Global Market and Price Analysis. Eirik joined De Beers Group from Equinor in Norway, where he held the role of Chief Economist for the past 12 years, as well as a period as Head of Strategy. Eirik’s vision, influence, and analytical expertise have already helped to shape strategic direction at De Beers Group, and in his new position Eirik will expand his portfolio of responsibility to cover Global Communications, Government Affairs, Strategy & Business Development and Global Market and Price Analysis.
Al Cook, CEO of De Beers Group, said: “As Chief Operating Officer, Burger has brought integrity, strategic foresight, and unwavering commitment to our purpose. His contributions have helped shape the future of our operations and inspired many across the business. Burger’s legacy is one of excellence, humility, and service, and I extend my heartfelt thanks to Burger for his outstanding leadership.
“With Burger’s departure, I am delighted that Kevin Smith, a highly respected leader with an outstanding track record of delivery, will take over the leadership of our operations. He brings a wealth of experience and a range of skills from nearly 30 years in the business, including working alongside our government partners in Botswana and in Namibia to drive success in our joint venture businesses.
“Moreover, I welcome Eirik to the De Beers Executive Committee as he moves into the role of Acting Executive Vice President, Corporate Affairs & Strategy. With more than 12 years in chief economist roles and board experience across three major Norwegian government institutions, he brings a unique perspective shaped by global markets and institutional governance, and I very much look forward to benefitting from his expertise in his new role.”
Record-high gold prices and continued geopolitical uncertainty have strengthened gold’s appeal as a safe-haven asset. However, these same factors also create challenges for the jewellery industry, as rising prices increase the cost of entry for consumers. In response, the industry is exploring product innovation to sustain demand. In Greater China, Hard Pure Gold is emerging as a strategic initiative designed to balance high purity, design flexibility, and affordability.
Promoted by the World Gold Council, Hard Pure Gold combines traditional purity levels—typically above 99%—with advanced manufacturing technologies such as electroforming and lost-wax casting. These processes increase the hardness of pure gold, allowing jewellers to create more intricate designs, improve durability, and support gemstone settings. At the same time, hollow-forming techniques enable lighter pieces that maintain visual impact while reducing overall weight and price.
The category also benefits from the introduction of an industry-wide standard in 2025, which clarified production guidelines and unified marketing terminology across manufacturers. Standardisation has helped build consumer trust and strengthened the positioning of Hard Pure Gold as a distinct product segment.
A key driver of its growth is changing consumer demographics. Traditionally, pure gold jewellery in China appealed primarily to middle-aged buyers who valued gold for wealth preservation. Hard Pure Gold, however, is attracting younger consumers aged 20–35 by offering contemporary designs, lighter weight, and lower entry prices without sacrificing purity. Surveys conducted by the World Gold Council indicate that it is currently the fastest-growing category within the gold jewellery segment in Greater China.
In a high-price environment, the ability to produce jewellery that looks substantial yet weighs as little as 1.5 grams helps make gold more accessible to new buyers. At the same time, increasing trade-in activity—where consumers exchange older jewellery for newer designs—encourages repeat purchases and keeps demand active.
From a strategic perspective, Hard Pure Gold demonstrates how technological innovation and coordinated industry standards can reshape consumer perception. By merging investment-grade purity with modern design and affordability, it offers a compelling pathway for sustaining gold jewellery demand in Greater China
Hard Pure Gold to redefine China gold jewellery sector
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