Vancouver-based diamond retailer Spence Diamonds has hired its first chief marketing officer, naming Frank Hamlin to the role.

Spence joins the retailer from men’s apparel company Tailored Brands (owner of Men’s Wearhouse, Moores, Twin Hill and other brands) where he was EVP and CMO. He has also been CMO at video game retailer GameStop and EVP and general manager of marketing and e-commerce for U.S. musical instrument retailer Guitar Center.

Eric Lindberg, executive chairman of Spence Diamonds, said in a statement that Hamlin was selected for his ability to drive traffic, increase brand engagement and enhance customer loyalty for various retailers. Those skills, he said, will be needed as the company continues add locations across Canada and the U.S.

Hamlin’s hiring comes as the company looks to develop a new brand marketing strategy, having announced a partnership with PR agency Edelman across its New York and Toronto offices in 2017.

The diamond retailer entered the U.S. in 2016, having first opened in Vancouver in 1977. It currently has seven retail locations across Ontario, Alberta and British Columbia, as well as three locations in the U.S. It will soon be opening another store in Dallas, Texas, according to its website.