Montreal--Canadian jewelry retailer Birks Group Inc. has hired a former Swarovski executive as its vice president for omnichannel sales and operations.

Aurélie Pépion joined Birks on April 2 from Swarovski where most recently she was the managing director of the consumer goods business in Canada, overseeing the crystal company’s Canadian retail and wholesale operations, marketing and merchandising.

She worked with Swarvoski for a total of nine years, previously serving as the director of multi-brand for Europe, the Middle East and Africa. She also worked in France as the head of retail multi-brand, a watch distribution manager and a key account manager.

Prior to that, Pépion spent two years in sales management for Gucci Group Watches, and was a district manager for Puig Prestige, a fashion and fragrance company.

She holds a degree in technology from the University of Le Mans in France and a degree from the IDRAC Business School of Nantes-Lyon, France.

Jean-Christophe Bédos said that Pépion’s experience and knowledge in luxury jewelry retail and her omnichannel expertise will be key assets for the company as it develops the Birks product brand and overhauls its stores in Canada.

Birks Group operates 28 Birks stores in Canada as well as two Brinkhaus stores, in Calgary and Vancouver.

The company used to own the Mayors chain, which has stores in Georgia and Florida, but sold it to U.K. company Aurum Holdings Ltd. last year.

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