Diamond mining company De Beers has named Kevin Smith, presently its executive vice president for corporate affairs and strategy, as interim chief operating officer, effective from 1 December. This follows the retirement of Burger Greeff, who concludes a 30-year tenure with the organisation at the end of the year. As reported by Mining Weekly, Greeff’s departure recognises his extensive contributions to operational leadership, technical advancements, and sustainability initiatives.
The chief executive of De Beers has praised Greeff for embodying qualities such as integrity, forward-thinking strategy, and a steadfast dedication to the company’s mission. His efforts have been instrumental in moulding the trajectory of the firm’s activities and motivating colleagues throughout the organisation. Greeff’s enduring impact is characterised by superior performance, modesty, and commitment to service.
With Greeff’s exit, the chief executive has expressed enthusiasm about Smith assuming oversight of the operations, describing him as a esteemed figure with a proven history of achievement. Smith offers a broad spectrum of expertise and capabilities accumulated over almost three decades in the industry, encompassing collaborations with governmental entities in Botswana and Namibia to advance joint ventures. According to De Beers Group, Smith joined the company in 1996 and has occupied various senior positions across De Beers and its parent Anglo American, spanning operational, technical, and commercial domains.
Most recently, in his capacity as executive vice president for corporate affairs and strategy, Smith has played a central role in executing the Origins strategy, which emphasises sustainable practices across the diamond supply chain. Previously, he was key in formulating the upstream elements of this strategy and directing a comprehensive organisational restructuring. This appointment ensures continuity as De Beers navigates evolving market dynamics, including efforts to stimulate demand through innovative marketing and data-driven approaches.
In a related adjustment, Eirik Waerness, currently senior vice president and chief economist, has been designated as acting executive vice president for corporate affairs and strategy. As detailed by JCK Magazine, Waerness, who joined De Beers in September 2025 from Equinor in Norway, brings over a dozen years of experience in economic leadership and strategic roles, along with governance expertise from Norwegian public institutions. The chief executive anticipates gaining from his insights into international markets and institutional frameworks in this expanded position, which will encompass global communications, governmental relations, strategic planning, business expansion, and market analysis.
Greeff began his journey with De Beers in August 1993 as a senior research officer at De Beers Consolidated Mines. Throughout his career, he advanced through several influential posts, such as senior research manager for strategic matters, general manager at De Beers Marine South Africa, and executive head of technical and sustainability. His oversight has covered innovations in technology, excellence in operations, and environmental stewardship.
These executive shifts occur against a backdrop of fluctuating diamond market conditions. As reported by National Jeweler, De Beers experienced a significant uptick in rough diamond sales during the third quarter of 2025, with volumes more than doubling to 5.7 million carats compared to the previous year, and revenues tripling, reflecting a recovery from earlier subdued demand. However, the second quarter saw a 36 per cent decline in production to 4.1 million carats as a deliberate response to prolonged weak market sentiment, according to the company’s official production report.
De Beers, the world’s foremost diamond producer by value, operates mines in Botswana, Canada, Namibia, and South Africa, employing over 20,000 individuals across its pipeline. As a subsidiary of Anglo American, it remains committed to its Building Forever framework, which integrates sustainability to generate positive outcomes in livelihoods, climate, and nature within its host communities. These leadership changes are poised to support the firm’s ongoing adaptation to global uncertainties and pursuit of long-term value in the natural diamond sector.