Birks celebrates 10 years of the Amorique Diamond with a limited edition collection and a new advertising campaign featuring Canadian actress Rachelle Lefevre

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.


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


SOURCE Birks Group Inc.

Image with caption: "Rachelle Lefevre for Birks (CNW Group/Birks Group Inc.)". Image available at:

Image with caption: "Birks Logo (CNW Group/Birks Group Inc.)". Image available at:

Image with caption: "Birks Amorique 10th Anniversary Edition Ring (CNW Group/Birks Group Inc.)". Image available at:

For further information: Francis Guindon, Manager, Public Relations, Birks,, +1-514-397-2501, ext. 4065


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