Montreal-based fine jewelry brand Birks Group announced yesterday it’s opening the first-ever Graff boutique in Vancouver, British Columbia, next month.
Birks is the exclusive retailer of Graff in Canada. It currently carries a selection of Graff at the Birks Group–owned Brinkhaus Jewellers in Calgary.
The stand-alone Vancouver Graff store will debut in November (so within a few weeks) on Vancouver’s popular shopping row, West Georgia Street. According to the company, the boutique will house “decadent, brushed-gold vitrines” and showcase “one-of-a-kind high jewelry suites, irresistible fine jewelry collections, and groundbreaking timepieces.”
Jean-Christophe Bédos, president and CEO at Birks Group Inc., said in a prepared statement, “We are proud to be the only retailer to carry such an elite brand as Graff.” He added, “We are committed to bringing brands to Canada that house innovation and quality and that will ultimately elevate the luxury shopping industry.”
Graff was founded in 1960 by Laurence Graff, a Londoner from modest means who began apprenticing with jewelers at age 15.
Graff’s ascension into London’s upper crust, as a preferred jeweler of affluent Brits, was swift, and he later recalled, “For an East End boy to dine with kings and princes was quite something.” Graff currently operates 50 stores worldwide.
Francois Graff, CEO of Graff, said in the same company statement, “Canada is an important market with a discerning and international clientele; this is a prominent retail destination for Graff, and we’re delighted to be exclusively represented by Birks Group, whose name is synonymous with luxury.”
Birks recently rocketed to near household-name status, thanks to newbie royal Meghan Markle, who wears the brand often. The company was founded as Henry Birks and Sons Ltd. by Henry Birks in 1879—and Birks Group was created in November 2005 through the merger of Henry Birks and Sons Ltd. and U.S. jeweler Mayors Jewelers Inc.
Top: A one-of-a-kind Graff watch (photo courtesy of Graff)