Birks unveils new heart-shaped pendant designed by Olympic medalist Joannie
Rochette
The new pendant created in support of the "iheartmom" campaign
MONTREAL, Oct. 25 /CNW Telbec/ - Today at a press event, Birks is unveiling its latest jewellery collaboration with Olympic figure skating medalist and BIRKS brand ambassador Joannie Rochette. The new BIRKS heart-shaped pendant is made of sterling silver and its design evokes the tight twists, polished releases and sweeping turns that are part of Joannie's graceful movements on the ice. In support of the athlete's charity of choice, Birks will be donating a portion of sales of the pendant to the campaign "iheartmom", an initiative of the University of Ottawa Heart Institute aiming to positively influence women's attitudes and understanding of heart disease and to raise funds for research and treatment.
The new heart-shaped pendant, designed by Joannie Rochette in collaboration with Birks also bears the athlete's signature as a personal touch. The silver pendant, along with its silver chain, retails for $150. It is available for purchase in Birks stores across Canada as well as on www.birks.com and www.birksusa.com.
"It is with much excitement that I collaborated with Birks on the design of this pendant," says Olympic medalist and BIRKS brand ambassador Joannie Rochette. "Following the 2010 Winter Olympics and after losing my mother to a heart attack, I offered my support to the "iheartmom" campaign and became their spokesperson. My vision for this jewellery piece designed with Birks was that of a heart with simple, clean lines, that would represent not only the love I have for my mother, but also the importance of educating women about heart disease," she concludes.
"We are very proud of our collaboration with Joannie Rochette, who continues to impress us on and off the ice," says Tom Andruskevich, President and CEO of Birks & Mayors Inc. "This newly-created pendant represents Joannie's commitment and sensitivity very well. We're also pleased to be supporting her in her involvement with the "iheartmom" campaign," he concluded.
About BIRKS
Birks & Mayors, Inc. (Amex "BMJ") is a leading operator of 64 luxury jewellery stores in the United States and Canada. As of October 25, 2010, the Company operated 33 Birks stores across most major metropolitan markets in Canada and 29 Mayors stores across Florida and Georgia, as well as two retail locations in Calgary and Vancouver under the Brinkhaus brand. Founded in 1879, BIRKS is Canada's premier luxury brand and was the Official Supplier of Jewellery for the 2010 Olympic and Paralympic Winter Games. For more information, please visit www.birks.com.
/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/
For further information:
or to obtain pictures: Eva Hartling Director, Public relations & Events Birks & Mayors Inc. 514-397-2496 [email protected] |
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