Centre des mdias

Communiqus

2007

Birks&Mayors Launches Birks Boreal Pin to Support the Canadian Boreal Initiative

June 25, 2007 - Montreal

Birks&Mayors Inc., through the Birks product brand in retail stores in Canada, is reinforcing its commitment to sustainable and responsible mining with the launch of a distinctive pin designed to raise awareness and funds for the Canadian Boreal Initiative (CBI). The non-profit organization works with First Nations, conservationists and progressive industry to protect Canada's vast Boreal Forest, the largest intact ecosystem on the planet and a vital defense against global warming.

Designed in collaboration with the Canadian Boreal Initiative, the Birks Boreal pin is crafted in the shape of a ribbon made of green enamel and features a silver pine cone that symbolizes the global significance of the Boreal region. The jewellery piece is manufactured in Birks workshops from recycled silver that is processed from socially and environmentally responsible sources.

The Birks Boreal pin will be sold for $95 and will be available in all Birks stores across Canada and on the Birks and CBI web sites as of July 9, 2007. Birks will donate ten percent of proceeds from the sale of this item to the Canadian Boreal Initiative to further promote the company's endorsement of the Boreal Forest Conservation Framework, a vision and commitment to the long-term sustainability of Canada's Boreal region.

"We are truly excited to offer Canadians this unique pin as a means of contributing to this important environmental cause", stated Thomas Andruskevich, President & CEO of Birks & Mayors Inc. "It is our hope that they will wear the Birks Boreal ribbon as a symbol of awareness and support for the Boreal Forest conservation for years to come."

Last February, Birks&Mayors became the world's first luxury jewellery retailer to join environmental, industry, and Aboriginal leaders in their efforts to protect the ecological and cultural integrity of the Boreal region as a signatory of the Boreal Forest Conservation Framework. The company was also the first Canadian jewellery retailer to endorse the No Dirty Gold campaign's "Golden Rules" created by EARTHWORKS.

"We applaud Birks&Mayors' engagement towards Canada's Boreal Forest conservation," said Larry Innes, Executive Director of the Canadian Boreal Initiative. "We thank Birks&Mayors for their leadership and creativity in promoting CBI's efforts to advance responsible mining in the Boreal and around the world."

This fall, Birks will unveil a complete collection of Boreal-inspired designs in silver, gold, platinum and diamond. A portion of proceeds from the sale of that collection will also be directed towards Boreal conservation

-30-

For more information:
Christine Choury
Canadian Boreal Initiative
(613) 355-6513