Spence Diamonds Announces North American Expansion and New Integrated Marketing Team

New leadership and agency partners signal continued growth and commitment to marketing innovation

VANCOUVER, Sept. 7, 2018 /PRNewswire/ - Growth continues for North American diamond retailer Spence Diamonds as it hires its first-ever fully integrated marketing agency team, transitions in a new CMO and plans to launch three new stores across Canada and the U.S. later this year.  

The Company's new agency roster includes branding and creative agency greenlight, who in partnership with Spence will lead a strategic brand evolution, including the development of a new brand platform and identity. Spence has led the industry in transforming the retail diamond-buying experience and in telling and showing consumers the truth about their choices among mined and Artisan Created Diamonds™ (Spence's proprietary ultra-high-quality bridal lab diamonds) and is re-launching its brand marketing to connect Canadian and American consumers with its unique shopping experience.  As Spence's new paid media partner, New York's Crossmedia has been enlisted to help modernize and optimize Spence's marketing mix. Edelman continues to support Spence's earned media strategy.

"Expanding our agency roster is essential for our growth, and for harmonizing our brand identity as we expand our retail presence across Canada and the U.S.," said Eric Lindberg, Executive Chairman, Spence Diamonds.

As the Company announces plans to open three new retail locations later this year, including its first-ever new concept store in Canada and two next-generation units in Dallas-Fort Worth, Texas, it also brings on new CMO Veeral Rathod, to lead brand development and marketing strategy. Rathod is taking over for Frank Hamlin, who moves on to a new role with previous employer, GameStop Corp.

As former co-founder and CEO of Dallas-based men's apparel company J.Hilburn, Rathod spent ten years building it into the leading custom-made men's lifestyle brand. Rathod brings to Spence a proven track record for leadership and industry innovation, along with deep expertise in fashion, customization, consumer retail and marketing.

"At Spence we provide an experience that is radically different from the rest of the diamond industry, and at the center of that experience has always been, and continues to be, our customer," said Lindberg. "Veeral knows what it means to revolutionize an industry and build a world-class retail brand focused obsessively around its customer. When we considered who we needed to help lead us through this important next chapter of growth, we couldn't think of a better leader."

Specific locations of the new Spence stores will be announced soon. The announcement is part of Spence's long-term strategy for rapid expansion across the U.S and Canada.

About Spence Diamonds

Founded in Vancouver B.C., Spence Diamonds has been in the diamond business for 40 years, giving hundreds of thousands of couples the confidence to find the diamond ring that represents their unique partnership. Featuring stores with up to 2,500 engagement ring designs in open display cases for customers to easily try on, the Spence model is built on transparency, choice and customization. Spence's Gemological Institute of America (GIA)-trained Diamond Consultants offer an industry-leading and unbiased, immersive education about cut, color, clarity, size, setting, and style. Spence is the only diamond retailer to showcase Artisan Created Diamonds™, side by side with earth-mined diamonds, and under a microscope, to offer the most extensive choice and best value. Each Spence ring is custom-made and hand-crafted which means no one else has ever tried it on. Spence has locations throughout Canada in Vancouver, Langley, Calgary, Edmonton, Scarborough, Mississauga and Vaughan as well as locations in the U.S. in Austin, Scottsdale and San Jose.

For more information please visit: www.spencediamonds.com.
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Twitter: @spencediamonds
Instagram: @shopspence
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SOURCE Spence Diamonds