MONTREAL, March 31, 2015 /CNW Telbec/ - Birks,
Canada's leading jeweller since
1879 is proud to celebrate the 10th anniversary of its unique,
proprietary diamond cut – the Birks Amorique Diamond –with a brand
new marketing campaign launching April
1. Featuring Canadian actress Rachelle Lefevre, the "Brilliantly Different"
campaign puts the spotlight on the anniversary edition Amorique
diamond ring, a unique creation designed in celebration of this
important milestone.
"The Birks Amorique Diamond epitomizes the highest standards of
Birks' craftsmanship. It was created by our artisans a decade ago
to achieve extraordinarily brilliance, scintillation and fire – it
is unlike anything else on the market," says Jean-Christophe Bédos,
President and CEO, Birks Group Inc.
"We are thrilled to celebrate the anniversary of the Amorique's
creation by introducing a limited edition ring worn ever so
elegantly by Rachelle Lefevre in our
new 'Brilliantly Different' ads," says Eva
Hartling, Vice President, Marketing & Communications,
Birks Group Inc. "The beautiful redhead (and recently-engaged)
actress is the perfect representation of today's Birks woman –
confident, intelligent and full of joie-de-vivre," she
concludes.
Distinctive and dazzling, the Birks Amorique Diamond is a modern
version of the widely popular cushion-cut which originated during
the Victoria Era. Combining a rich innovative design and a superior
diamond cutting expertise, the Amorique Diamond is truly
one-of-a-kind. This contemporary fancy-cut possesses a soft square
shape with curved sides and rounded corners. The Amorique Diamond
has a unique star-like pavilion facet arrangement, which guarantees
greater brilliance and a play of inner fire enhancing the look of a
classic cushion.
Creations from the Birks Amorique Diamond Collection are made of
ethically-sourced Canadian diamonds and platinum setting. As
always, Birks guarantees the origin and pedigree of each Canadian
diamond it sells, even allowing customers to trace it back to the
mine of origin as each diamond is engraved with a unique serial
number. The new Anniversary Collection includes a
vintage-floral-inspired diamond ring – the design of which offers
uncommon brilliance. The Amorique Anniversary Collection also
features a diamond wedding band, available in partway or full
eternity, diamond earrings and matching diamond pendant.
The new 'Brilliantly Different' advertising campaign supporting
the Birks Amorique Diamond Anniversary Collection will be seen in
outdoor advertising, digital, daily newspapers and magazines across
Canada starting April 1. Actress Rachelle
Lefevre (who currently plays a lead role in the TV series
"Under the Dome") was photographed for this campaign in
Montreal by Norman Wong. The campaign also features a video
clip to be seen in digital properties and on Air Canada in-flight
TV this summer.
ABOUT BIRKS
Birks Group Inc. is a leading operator of 48 prestige jewellery
stores in Canada and the United States. The Company operates 27
Birks stores located in most of Canada's major urban areas, 18 Mayors stores
in Florida and Georgia, two Brinkhaus stores in Calgary and Vancouver, and one Rolex store in Orlando. Founded in 1879, Birks has, over the
years, become one of Canada's
leading retailer, designer and manufacturer of high-end jewellery,
watches as well as gifts. For more information, visit
www.maisonbirks.com.
SOURCE Birks Group Inc.