National Jeweler Network

Market Developments

Alliance to manage Mayors’ private label program

August 08, 2014

Dallas--Mayors, the chain of stores in Florida and Georgia that’s under the Birks Group Inc. umbrella, just inked a multi-year private label credit card agreement with Alliance Data Systems. 

Mayors customers who have the card will have payment and financing options and the opportunity to earn reward certificates based on annual spending levels.

Additionally, Dallas-based Alliance Data Systems Corp. will work with Mayors to leverage web and mobile tools to drive credit card applications and engage card members.

Alliance Data manages more than 130 private label and co-brand credit programs. Other specialty jewelers to sign private label credit card agreements with Alliance include Zale Corp. and online retailer Blue Nile.  

“With our extensive cross-channel retail expertise, experience in the luxury space and shared emphasis on customer care, we are fully prepared to grow the private label card program and drive customer loyalty through data-driven marketing campaigns for Mayors,” said Melisa Miller, president of retail services at Alliance Data. “We look forward to collaborating with Birks Group to help Mayors Jewelers achieve its sales and growth goals.”

Montreal-based Birks Group has 18 Mayors stores spread throughout Florida and Georgia as well as one Rolex store in Orlando. Overall, the company has 51 jewelry stores in the U.S. and Canada. 

Just last month, Birks announced it would be laying off most of the corporate administrative staff who work at its Tamarac, Fla. office, relocating that office’s functions to its corporate headquarters in Montreal to save money. 

RELATED CONTENT: Birks records $5M loss, announces cost-cutting plan

Birks released this information when it reported its year-end results at the end of July, which showed a $5.8 million net loss for the fiscal year ended March 29 but sales growth in the first quarter of the new fiscal year.