Feriel joined De Beers in 2005 as a Supply Chain Analyst at the Diamond Trading Company and gained experience and knowledge in forecasting mine production, pricing rough diamonds, and creating selling mixtures for Sightholders (De Beers clients). In 2009, she was appointed to Head of Government in 2015 with the overarching objective of protecting the integrity of diamonds, and the diamond supply chain and maintaining the integrity of De Beers and its commercial interests. Feriel then took on the SVP of Corporate Affairs role before moving into her current position as SVP of Provenance, Ethics, and Industry Relations. She has extensive experience designing collaborative partnerships between multi-sectoral stakeholders to mitigate operational and reputational risk across the diamond supply chain.

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Feriel is the President of the World Diamond Council. She is also on the Board of Directors of the Responsible Jewellery Council, JVC, and the General Manager of GemFair.