LONDON — SkyDiamond, a British company that uses carbon capture to create rough diamonds, has hired Madeleine Macey as its first chief executive officer.

The diamonds are made with carbon captured from the atmosphere, harvested rainwater, and wind power.

The corporate describes itself as the primary and only producer of “negative-emission” rough diamonds. SkyDiamond’s factory is positioned within the English Cotswolds, and is powered by solar and wind turbines.

SkyDiamond was founded by the British environmentalist Dale Vince, owner of the Gloucestershire, England-based renewable energy firm Ecotricity.

SkyDiamond rocks were on show at Selfridges’ four-week “Supermarket” future concept store in 2022, and once more last Christmas when the shop created a sustainable Corner Shop.

Macey was most recently chief marketing officer of Liberty, and has spent greater than 20 years working in communications and marketing roles at fashion and luxury goods firms.

She joined SkyDiamond in September and reports to Asif Rehmanwala, CEO of the Green Britain Group, which houses Vince’s businesses.

Macey said her aim is to take the diamonds further into the posh sphere, following the collaborations with Stephen Webster, Bleue Burnham for Gucci Vault, and Selfridges.

Webster has described the diamonds as “white, lovely, beautiful stones.”

Macey said she believes SkyDiamond stones will offer people the chance to “live their lives more environmentally, without giving up what they love.”

Macey began her profession at Roland Mouret and served as the worldwide communications director for brands akin to Manolo Blahnik, Temperley London and Jimmy Choo. At Liberty, she oversaw all communication activities and worked on the corporate’s domestic and international promotional strategy.

Last 12 months she oversaw the launch of a biannual beauty newspaper called The Hall, which has elements of an old-style print publication, akin to crosswords and horoscopes.

The supersize newspaper also has interactive elements, akin to QR codes, and is supposed to link all of Liberty’s content streams together. On the time, Macey said Liberty has prioritized print because “our audience loves knowledge, they don’t like being ‘sold to.’ They need to know what we’ve discovered, they need to learn.”

In 2020, when the shop was marking 145 years in business, Macey helped to oversee Liberty’s rebranding and the relaunch of the e-commerce site, which appeals to local and international consumers alike.