The two new Birks stores opening this summer will have one big difference from the company’s regular stores: They will feature only Birks products.

The stores, opening in Brossard, Quebec, and Burlington, Ontario, will showcase Birks Collections pieces exclusively, and are a sign the Canadian retailer is increasingly focused on promoting jewelry under its name, says Eva Hartling, director of PR and events for Birks & Mayors.

“We continue to offer leading high-end luxury jewelry and timepiece brands in our retail stores, but we are definitely putting more emphasis on our own brand,” she says.

Hartling notes that Birks has always been a bridal brand, and president and CEO Jean-Christophe Bédos has been given a mandate to grow that part of the business. “Margins are obviously higher,” she says. “We are also better able to respond to the needs of our clients. If you look at the Canadian market, we have a good understanding of what clients look for.”

Birks Collection pieces will be featured in Mayors stores in the United States. The company is also looking into opening stores in China, and will sell Birks Collection products there.

“We really want to make the Birks name into an internationally recognized jewelry brand,” Hartling says.

The new stores comprise 1,500 square feet of retail space and were designed by Sid Lee Architecture.

Rob Bates

JCK News Director