This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Maison Birks Unveils Its New Corporate Identity And Opens Its First Mono-brand Store

Stocks in this article: BMJ

New branding reflecting the jeweller's rich legacy as well as its refreshing customer experience

MONTREAL, Aug. 15, 2013 /CNW Telbec/ - Maison Birks, the leading Canadian jeweller founded in Montreal in 1879, is proud to unveil its new corporate identity which is supported by the launch of a new advertising campaign. The new branding and advertising offensive clearly express the refreshing and modern experience offered by the jeweller to its customers while remaining faithful to the brand's rich legacy, as it enters its 135th year of existence.

In collaboration with Sid Lee, which assisted the Company with the strategic development of its new identity, Maison Birks proposes a modified logo but will retain its emblematic blue box, which has brought joy to its customers for over a century. The launch coincides today with the opening of Maison Birks' first mono-brand store, located in the Mapleview shopping centre in Burlington, Ontario.

"Birks has been a household name in Montreal and in the rest of Canada for nearly 135 years, and it remains the reference in terms of quality and prestige for consumers and connoisseurs across the country. While attesting to our rich history, the new corporate identity rejuvenates Maison Birks' brand proposition, and allows Canadians to discover Maison Birks in all its purity. This is a historic moment for our company," declared Jean-Christophe Bédos, President and CEO of Birks & Mayors Inc.

Starting today and during the fall of 2013, several visual branding elements will be implemented with a view to providing the store network with a breath of fresh air and modernity. These changes are already visible at the two new Birks mono-brand boutiques that are opening: the first in the Mapleview shopping centre in Burlington, Ontario, today, and the second in the Square of Quartier DIX30 in Montreal, Quebec, next week.

In addition to the guiding principles of its brand identity, Maison Birks has revisited its vision and mission. Supported by Montreal's Sid Lee agency, the leading jeweller has transformed its logo which now includes a diamond shape referencing the Company's expertise in diamonds and the year the Company was founded, 1879. The jeweller's new name, "La Maison Birks", takes a place of pride, evoking the Company's rich legacy on the eve of its 135 th anniversary. At the heart of the new visual platform is the kaleidoscope, a playful window into the different elements that are part of the Birks brand DNA.

Sid Lee also accompanied Maison Birks in the conception of its new mono-brand stores, where only Birks jewellery is available. The jeweller has 16 new prestige collections, including its bridal collections, made of Canadian diamonds. The new store proposes a welcoming environment where the clients can admire closely Birks' jewellery creations, in a refreshing, modern and inspiring decor.

"We have had the chance to revisit an iconic brand in synergy with its ultimate application: the store. This allowed us to imagine an original presence for the brand, completely integrated in its physical environment," said Hélène Godin, Executive Creative Vice President, at Sid Lee Montreal.

1 of 2

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,804.80 +26.65 0.15%
S&P 500 2,070.65 +9.42 0.46%
NASDAQ 4,765.38 +16.9840 0.36%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs