De Beers LV Names U.S. CEO

De Beers LV has named Alyce Alston to head its U.S. operations. The De Beers – LVMH joint venture plans to open its first American stores - in New York on Fifth Avenue and on Beverly Hills’ Rodeo Drive - later this year.

Alston is currently a publisher at Fairchild Publications, most recently serving as Group Publisher of W Jewelry, W and Vitals magazines. She built a reputation as a publisher that successfully creates, launches and builds magazine brands, most notably the 2003 launch of W Jewelry, cited by BusinessWeek as one of the most successful niche launches of the last decade.

“I am delighted to welcome Alyce as the CEO of De Beers LV, US, where she will lead the establishment of De Beers in the States. Alyce brings to us her outstanding success in luxury publishing and consumer experience,” said Guy Leymarie, CEO of De Beers LV.

“With the expansion of the company, our major project for this year is to establish De Beers in the U.S. with the opening of our NY store in June, and further opening on Rodeo Drive in the fall.”

Prior to joining W, Alston was the publisher of O, The Oprah Magazine, and is credited for the biggest magazine launch in history in both ad pages and revenue. In honor of her outstanding achievements in the advertising industry, Alston was also named one of Advertising Age’s “Media Mavens” in 2000.

De Beers LV has stores in Japan and London, but has so far failed to generate the kind of sales or buzz the founders were hoping for. Last March the company replaced founding CEO Alain Lorenzo with Leymarie who previously headed Cartier.