Birks pays homage to roots with Quebec diamond launch
Canadian luxury jewellery retailer Birks unveiled on Thursday the first 200 diamonds from Quebec's Renard diamond mine, owned by Stornoway Diamond Corporation.
The unveiling follows Birks previously announced commitment to offer exclusively Canadian diamonds for its engagement rings and equally coincides with Montreal's 375th anniversary and the 150th anniversary of Canada.
“Birks is a resolutely Quebec and Canadian brand. With this year being Montreal's 375th anniversary and the 150th anniversary of Canadian Confederation, we are delighted to unveil these exceptional diamonds, which come directly from Stornoway's Renard mine in Quebec,” said Jean-Christophe Bedos, President and CEO of Birks Group Inc., in a news statement.
“They are an outstanding example of the quality of our natural resources. As a Canadian leader in the jewellery market, we are convinced they will appeal to our customers, who are increasingly interested in knowing the provenance and traceability of precious stones."
The Renard mine is Quebec's first diamond mining operation. The Birks selection consists of diamonds ranging from 0.18 carats to a 10.01 carat stone. The stones can be purchased individually as loose diamonds, or mounted into a ring, pendant or earrings, according to customer preferences.
Each stone will be micro-engraved with Canada’s traditional maple leaf symbol and Quebec’s fleur de lys. The stones also come with a Birks Quebec diamond certificate of authenticity and a unique serial number to confirm its provenance and traceability.
In 2010, the Montreal-based retailer was the first jeweller to feature diamonds from the Victor mine in Ontario.
Over the next few weeks, the diamonds will travel to several Birks locations including Laval and Ste-Foy in Quebec, as well as Ottawa, Ontario, for customers and others to see.
Birks was founded in 1879 and currently operates 46 luxury jewelry stores across Canada, Florida and Georgia.
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