National Jeweler Network

Market Developments

Maison Birks opening first international store

October 17, 2013

Montreal--Newly rebranded Canadian jewelry chain Maison Birks will open its first location outside of North America in Beijing, the capital of China, the company announced Thursday.

The new store, slated to open in early 2014, will carry Maison Birks’ diamond and fashion jewelry collections, including wedding bands and engagement rings featuring certified Canadian diamonds.

The jeweler said its Canadian diamonds, which come with a guarantee of origin tracing the stone to the mine where it was found, will serve as the company’s unique advantage in the Chinese market, “where customers are becoming increasingly demanding  about the quality and pedigree of the jewelry and precious stones they purchase.”

The Beijing location will communicate the Maison Birks history, including the royal warrant it was granted in the 1930s by the British Royal Family. Royal warrants are given to people or companies who regularly supply goods or services to royalty.

The store in China also will reflect the retailer’s new branding and visual platform.

Maison Birks, formerly Birks, underwent a transformation this year with a new name, logo and in-store look and began opening stores that carry only Maison Birks brand jewelry.

“Our presence in China … offers a link to our recent efforts in rebranding and further developing the Birks brand. Our store will be located in a strategic location at the heart of Beijing’s thriving central business district,” said Birks Group President and CEO Jean-Christophe Bédos.

Maison Birks is owned by Montreal-based Birks Group Inc., which also operates the Mayors chain of 20 jewelry stores in Florida and Georgia. The company was known as Birks & Mayors up until a couple of weeks ago, when it dropped “Mayors” from its corporate name.