BIRKS Proudly Donates $42,500 to the Canadian Olympic and Paralympic Teams
Via the Canadian Olympic Foundation

MONTREAL, June 29 /CNW Telbec/ - BIRKS, the official jewellery supplier for the Vancouver 2010 Olympic and Paralympic Winter Games, presented a cheque in the amount of $42,500 to the Canadian Olympic Foundation in support of Canadian Olympic and Paralympic athletes. This donation comes from a portion of the proceeds from sales of BIRKS' Vancouver 2010 Olympic Collection of jewellery, gifts and accessories designed, made and retailed by BIRKS.

"BIRKS' involvement in the Vancouver 2010 Olympic Games has surpassed all of our expectations. We are happy to be able to continue to support our Canadian Olympic and Paralympic athletes as they strive for excellence and innovation - these being core values that guide our Company, stated Thomas Andruskevich, President and CEO of Birks & Mayors Inc.

"We are so thrilled to accept this generous gift in support of our Canadian athletes. BIRKS has always produced pieces with the highest standards of quality and their Vancouver 2010 Olympic Collection was no different. They made it possible to bring home a beautiful keepsake of the Games while helping our athletes achieve their dreams," said France Chrétien Desmarais, President of the Canadian Olympic Foundation.

BIRKS also looks ahead to supporting an Olympian's favorite cause. BIRKS will hold an exclusive fundraiser supporting brand ambassador Jenn Heil's favorite charity campaign Because I Am A Girl on September 30th 2010 at the Montreal flagship store.

About BIRKS

Birks & Mayors, Inc. (Amex BMJ) is a leading operator of 64 luxury jewellery stores in the United States and Canada. As of June 28, 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 is the Official Supplier of Jewelery for the 2010 Olympic and Paralympic Winter Games. For more information, please visit www.birks.com.

About the Canadian Olympic Foundation

The Canadian Olympic Foundation is a national charitable organization that provides Canadians with the first opportunity to support the success of high performance athletes across all Olympic and Paralympic sports. The Foundation is part of the Olympic family and works with all National Sport Organizations, from Alpine Canada to Skate Canada, Gymnastics Canada to Swim Canada.

/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: Keren Blankrot, BIRKS, 514 397-2519, [email protected]; Cathy Chalmey, BIRKS, 514 397-2501, poste 3687, [email protected]; David Armour, CEO, Canadian Olympic Foundation, Tel [phone], [email protected]; Isabelle Hodge, Manager, Media Relations, Canadian Olympic Committee, Tel. [phone], [email protected]; Marie-Helene Cayer, Canadian Paralympic Committee, Tel [phone] ext 227, [email protected]