Birks & Mayors signs exclusive partnership for the distribution of Botswana diamonds in North America

    MONTREAL, June 2 /CNW/ - Birks & Mayors Inc. has announced today that
they have entered into a partnership to be the exclusive distributor of
Botswana Diamonds in North America.
    Through this recent affiliation, Birks & Mayors will bring Botswana
Diamonds with their extraordinary beauty, romance and mystique to consumers
across North America, as every diamond is inextricably linked with the magical
and spectacular beauty of an African country that has a strong allure for
people around the world.
    These diamonds are exclusively sourced through DTC Botswana and
manufactured at DMB's (Diamond Manufacturing Botswana) state-of-the-art
factory in Botswana. This controlled and monitored channel allows Birks
diamonds from Botswana to tell a rational story about both ethical
accountability and the benefits to the nation of Botswana. Approximately 70%
of Botswana's exports and 30% of its GDP is directly derived from diamonds,
providing jobs, health and housing for its adults, schools and education for
its children, and helping to ensure a secure and prosperous future for its
    Botswana Diamonds are the newest members of the Birks & Mayors family of
high quality, unique and differentiated diamonds, which also includes Birks
Canadian Diamonds and Amorique(R) Diamonds. These collections complement the
company's branded Birks ideal-cut, excellent-cut and premier-cut diamonds,
each, when mounted in engagement rings, having its own individualized Diamond
Identification Number and Birks Diamond Certificate.
    Birks & Mayors Inc. plans to officially launch DTC Botswana Diamonds in
fall 2008 at its Birks flagship stores in Montreal, Toronto and Vancouver and
at select Mayors locations in South Florida and Atlanta, Georgia.
    "Birks & Mayors has been an industry leader supporting ethical and
socially responsible diamond sourcing. This partnership allows us to further
strengthen the chain of custody from mine to case line while increasing the
prosperity of the Botswana people. It is a wonderful story and we are
delighted to bring these exceptional diamonds to our customers," said John C.
Orrico, Senior Vice President of Birks & Mayors Inc.
    Philippe Roth, Director of Dia Holdings (Pty) Ltd., commented recently
that "use of the Botswana Diamonds provides Birks & Mayors with a clear,
concise and unambiguous guarantee of quality, provenance and ethics".

    About Birks&Mayors:

    Birks & Mayors Inc. (AMEX:  BMJ) operates 70 luxury jewellery stores across
Canada, Florida and Georgia. The company posted annual sales of $294.3 million
in fiscal 2007 and employs more than 1,100 employees in Canada and the United
States. Birks & Mayors operates 37 Birks stores across most major metropolitan
markets in Canada and 31 Mayors stores across Florida and Georgia, as well as
two Brinkhaus retail locations in Calgary and Vancouver. The company also
designs and manufactures fine jewellery, timepieces, silverware and gifts
under the Birks brand, which is currently sold through Birks & Mayors retail
channels. Founded in 1879, Birks is Canada's premier luxury brand and the
Official Supplier of Jewellery for the 2010 Olympic and Paralympic Winter
Games. For more information, please visit

For further information:

For further information: Donna Battista, Birks & Mayors Inc., (514)
397-2511 x.2416,

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