Birks launches campaign with Canadian star power

Canadian jeweller Birks has launched a new advertising campaign spotlighting three Canadian women.
Caroline Issa wears the new Birks Pétale collection in new campaign. - Birks

Dubbed “Canadian Rhapsody”, the campaign features Birks jewellery including the brand new Birks Pétale collection launching this spring and will appear in Canadian media outlets as of Wednesday, and in media across the United Kingdom and the United States in the coming weeks.
For the campaign, produced by UK-based agency TANK, Birks selected Canadian actress Amanda Brugel and Montreal-born Fashion Editor Caroline Issa as stars of the campaign, with Canadian photographer Caitlin Cronenberg behind the lens. 
The campaign seeks to highlight the power of independent women who have found international success while underlining the symbolic power of jewellery.
"Amanda, Caroline and Caitlin represent the values, beauty and strength of Canadian women very well, each being accomplished in their own field," said Jean-Christophe Bédos, President and CEO at Birks Group Inc, in a news statement. “They illustrate perfectly the spirit of feminine independence that inspires us at Birks," he concludes.
"At Birks, we are committed to our renewed brand positioning and the evolution of the jewellery customer profile, which is a modern approach that applies to women of every age and is not demographic-specific, added Eva Hartling, Vice President, Birks Brand & Chief Marketing Officer at Birks Group Inc. "This campaign represents this shift in mindset and we are excited for this fresh new start for our company and for the world.”
The company operates 28 stores under the Birks brand in most major metropolitan markets in Canada and two retail locations in Calgary and Vancouver under the Brinkhaus brand. 
Last year, Birks entered the United Kingdom when it signed a definitive agreement to sell its subsidiary, Mayor's Jewelers, Inc. ("Mayors"), to Aurum Holdings Ltd. ("Aurum"), the largest fine watch and jewelry retailer in the U.K.
The Birks brand collections of fine jewellery is now offered in 12 locations across the U.K., at various Mappin & Webb and Goldsmiths locations as well as through the two banners' e-commerce sites.

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