Birks Partners With Jessica Mulroney for New Jewellery Styling Campaign

TORONTO, Sept. 22, 2011 /CNW Telbec/ - Birks, Canada's leading manufacturer and retailer of fine jewellery and timepieces, is today celebrating the launch of its new Jewellery Styling campaign and announcing it has signed on Canadian personality Jessica Mulroney as its new Jewellery Style Expert. As part of her new role, Jessica will act as spokesperson and fashion reference for Birks, providing advice on selecting the right pieces of jewellery and building a jewellery collection. Jessica will be sharing her tips with Birks clients as well as the press.

"We wanted to work with Jessica Mulroney because she is an inspiration to Canadian women when it comes to style and elegance," said Thomas A. Andruskevich, President & CEO, Birks & Mayors Inc. "Women increasingly look at their jewellery with a fashion perspective, and Jessica is just the right person to provide expert advice on choosing the right pieces of fine jewellery to achieve impeccable looks. By working with our new Style Expert we are able to offer our clients an even more complete experience when it comes to shopping for jewellery. We are thrilled to have Jessica as our new partner," he concluded.

"I am extremely excited to be joining Birks as Style Expert," said Jessica Mulroney. "Birks is the reference in our market when it comes to luxury jewellery -- their product selection is outstanding and they attract a smart and stylish clientele. I am thrilled to be working with the Birks team on providing styling advice to their clients," she concluded.

As part of the Jewellery Styling campaign, Jessica Mulroney worked with Birks on developing the 10 Jewellery Essentials. The jewellery equivalent to that perfect pair of jeans or little black dress - from hoop earrings to a cocktail ring and a long strand of pearls - the Essentials can be used to create looks for every occasion. Jessica has also identified her 10 Favourites among Birks' jewellery collections, which can be found in Birks stores across the country as well as on

About Jessica Mulroney

From her years as a stylist to her involvement in the luxury intimate apparel industry, Jessica Mulroney has been inspiring Canadian women with her elegance and easygoing approach to style and trends. Now gracing the pages of numerous fashion and society magazines as well as with an occasional appearance on eTalk, the entertainment TV show hosted by her husband Ben Mulroney on the CTV network, Jessica continues to exude class and refinement no matter what the occasion -from a day at the park with her twin sons to an elegant society fundraiser. A real pro when it comes to accessorizing and selecting fine jewellery in order to create that perfect daytime or evening look, Jessica is the ultimate Jewellery Style Expert.

About Birks

Birks & Mayors is a leading retailer with 61 luxury jewellery stores in Canada and the United States. The Company operates 32 stores under the Birks brand in most major markets in Canada and 26 stores under the Mayors brand in Florida and Georgia, two retail locations in Calgary and Vancouver under the Brinkhaus brand, and one retail location in Orlando under the Rolex brand. Birks was founded in 1879 and developed over the years into Canada's premier retailer, designer and manufacturer of fine jewellery, timepieces, sterling and plated silverware and gifts. Visit

Image with caption: "Birks is today celebrating the launch of its new Jewellery Styling campaign and announcing it has signed on Canadian personality Jessica Mulroney as its new Jewellery Style Expert. (CNW Group/BIRKS & MAYORS INC.)". Image available at:


For further information:

Eva Hartling
Director, Public Relations & Events
Birks & Mayors Inc.

Organization Profile


More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890