Birks Stores Get Name Change

Goodbye Birks. Hello Maison Birks.

The Canadian Birks chain is changing its name to Maison Birks, says owner Birks & Mayors.

The first stores under this new identity will be the company’s mono-brand stores in Ontario and Quebec. But all the stores will be converted to the new name “eventually,” says spokeswoman Eva Hartling.

The name change will include a new diamond-shape logo, which highlights that the company has been around “since 1879.” A new advertising campaign will stress Birks’ Canadian heritage.

“We believe it’s important to stress our Canadian heritage because it’s part of our DNA—it’s who the brand is,” says Hartling.

Birks & Mayors also owns the Mayors chain in the United States but those stores will not be affected by this change.

One of the new mono-brand stores.

“This is a historic moment for our company,” said Jean-Christophe Bédos, president and CEO of Birks & Mayors, in a statement. “The new corporate identity rejuvenates Maison Birks’ brand proposition, and allows Canadians to discover Maison Birks in all its purity.

JCK News Director