The new chief executive officer for De Beers Diamond Jewellers U.S. is Hamida Belkadi. The position was filled by Hamida which was vacant since 2007; the news was released by the company on Friday.

Hamida will be the new CEO effective immediately. De Beers has not had an official CEO for its U.S. operations since the departure of former CEO Alyce Alston at the end of March 2007.

Belkadi was a part of De Beers since 2005. She worked as vice president of sales and marketing and helped in establishing its U.S. operations. This was also the year De Beers opened retail stores in the United States, operating them through a partnership with LVMH Moet Hennessy Louis Vuitton.

Following a short stint as acting CEO in 2007 after the departure of Alston, Belkadi was promoted to chief operating officer in July 2007, heading De Beers' U.S. operations.

Belkadi carries lots of experience in jewelry retailing. She had a past experience of around 18 years with Cartier where she held various senior positions.