New Birks jewellery store concept to premiere at DIX30 Complex in Brossard, Quebec and Mapleview Mall in Burlington, OntarioMONTREAL, June 12, 2013 /CNW Telbec/ - Birks, Canada's leading jeweller since 1879 is proud to announce that it will be introducing a new retail concept in the summer of 2013, with new stores opening in Brossard, Quebec in the DIX30 Complex and in the new Mapleview Mall in Burlington, Ontario. The new store concept, developed in collaboration with Sid Lee Architecture, will boast around 1,500 square feet of retail space entirely dedicated to jewellery from the Birks Collections. "It is with much enthusiasm that we are beginning the construction of our new retail stores in DIX30 and Mapleview, two markets that are fast developing," said Jean-Christophe Bédos, President and CEO of Birks & Mayors Inc. "For almost 135 years, Birks has been the number one jeweller for Canadians. Today, with the support of a brilliant team of architects and brand strategists at Sid Lee we are taking another step in innovating and offering our clients a brand new shopping experience entirely dedicated to the Birks brand," he concluded. "It was a thrilling experience to work on a new concept for the Birks brand, a true Canadian iconic company," said Martin Leblanc, Senior Partner and Head of Retail at Sid Lee Architecture. "Our team worked on an exciting design that is sure to impress and surprise consumers—we were given the challenge to reinvent and refresh the value proposition of the traditional jewellery store, and we believe the finished product offers exactly that," he concluded. The two new stores will carry the Birks Collections of jewellery, offering customers an extensive selection of prestige, fashion jewellery as well as stunning designs from the diamond and bridal collections boasting Canadian diamonds as centre stones. Four new Birks Collections, introduced last fall across Canada, were met with much success and have been delighting customers across the country since. Inspired by Birks' design heritage and Canadian roots, another 16 new collections will be introduced this year. About Birks Birks & Mayors is a leading retailer with 56 luxury jewellery stores in Canada and the United States. The Company operates 30 stores under the Birks brand in most major markets in Canada and 23 stores under the Mayors brand in Florida and Georgia, two retail locations in Calgary and Vancouver under the Brinkhaus brand, and one retail location in Orlando under the Rolex brand. Birks was founded in 1879 and developed over the years into Canada's premier retailer, designer and manufacturer of fine jewellery, timepieces, sterling and plated silverware and gifts. Visit www.birks.com. About Sid Lee Architecture Sid Lee Architecture is a creative endeavour, exploring urban design and architecture through an innovative combination of collaborative design processes, media and technology applications. Challenging conventionality, this broad approach generates a new kind of design knowledge and cross-disciplinary culture, empowering the firm to work on a large diversity of urban and architectural ventures, from interior design to urban planning. This new design culture succeeds in delivering landmark projects of diverse sizes that embody the demands and expectations of today's clients. SOURCE BIRKS & MAYORS INC.