Allie MacDonald, star of SCORE: A Hockey Musical debuts dazzling million
dollar 70-carat rough Ontario diamond necklace on the red carpet

TORONTO, Sept. 9 /CNW Telbec/ - Allie MacDonald, star of SCORE: A Hockey Musical dazzled the world on Opening Night at the Toronto International Film Festival when she walked the red carpet wearing a million dollar rough Ontario diamond necklace. The event marked a celebration for BIRKS, Crossworks Manufacturing and De Beers Canada whose partnership has brought Ontario diamonds to the centre stage.

Inspired by Canada's raw, natural beauty, the 75-carat rough diamond necklace, valued at $1M was designed by Canadian artist Reena Ahluwalia and produced by Vancouver-based Crossworks Manufacturing using 27 un-cut, un-polished Ontario diamonds. Crossworks, who has an exclusive agreement to polish an allocation from the Victor Mine in Ontario, Canada, is the only company in the world to provide diamonds that are mined, cut and polished in Ontario. In addition to being the most sought after, Ontario diamonds are stunningly clear and considered to be the most valuable in the world. In April 2010, BIRKS unveiled the first 131 diamonds certified by the Government of Ontario and has been offering a selection of Canadian diamonds in BIRKS stores since.

"A Canadian star wearing Ontario diamonds on the red carpet at the gala opening of the TIFF made all of us at Crossworks very proud", said Dylan Dix, Marketing Director of Crossworks Canada. "Crossworks made this diamond necklace to show the world the natural and exceptional beauty of Ontario diamonds from the Victor Mine, which are of the finest quality and are the most sought after in the world. These diamonds, like Allie MacDonald, are a Canadian treasure."

Following the celebrations at the Toronto International Film Festival, the necklace will reside at BIRKS on Bloor in Toronto, Canada where it will be available for purchase.

"Canadian diamonds exemplify BIRKS' dedication to sustainability and highlight our diamond and precious stone authority. They have been a success with our clients since they were introduced in our stores last April because of their captivating beauty and extreme quality," stated Tom Andruskevich, President and CEO, BIRKS & MAYORS Inc. "BIRKS is extremely proud to be celebrating TIFF's elegance and glamour with new additions to our assortment of Ontario diamonds, including the 75-carat rough diamond necklace worn by the beautiful Canadian actress Allie MacDonald at tonight's Opening Gala," he concluded.

SCORE: A Hockey Musical star Allie MacDonald and director Michael McGowan were special guests at a BIRKS and Crossworks exclusive cocktail reception the evening before Opening Night, where Ms. MacDonald was presented with the diamond stunner. At the event, two other new additions to BIRKS' assortment of Canadian diamonds were unveiled: the largest diamond mined in Ontario thus far, a 6.29-carat Amorique diamond®, BIRKS' proprietary cushion-shaped, fancy cut diamond as well as the first pink Ontario diamond, in a unique ring setting by BIRKS.

"Pink-colour diamonds are rare, and especially in Canada," said Michael Gravelle, Ontario Minister of Northern Development, Mines and Forestry. "I am thrilled, on behalf of the Ontario Government, to present this 2.75-carat pink diamond as the first pink diamond from the De Beers Victor Mine, cut and polished in Ontario."

About the Ontario diamond necklace:

The diamond necklace worn by Allie MacDonald was designed by award-winning Toronto designer Reena Ahluwalia and Canadian goldsmith Jeff Miller. The piece is a collaboration between Canadian diamantaire Crossworks Manufacturing and jeweler BIRKS. It was commissioned to celebrate diamonds that originated from the De Beers Canada Victor Mine and the development of a secondary diamond industry in Ontario.

• It is valued at $1M.
• It is made of 75 carats of 100% Ontario rough diamonds (from the De Beers Victor Mine, on the James Bay coast) and 18-carat gold.
• Ontario diamonds from the De Beers Canada Victor Mine are the most sought after rough diamonds in the world.
• The necklace is truly Canadian: it was mined (Ontario), designed (Ontario) and manufactured (British Columbia) in Canada.
• The necklace's spiral cage design is inspired by the historic Mace of Ontario (Ontario Legislature) also designed by Reena Ahluwalia.

About BIRKS

Birks & Mayors, Inc. (Amex "BMJ") is a leading operator of 64 luxury jewellery stores in the United States and Canada. As of September 9, 2010, the Company operated 33 Birks stores across most major metropolitan markets in Canada and 29 Mayors stores across Florida and Georgia, as well as two retail locations in Calgary and Vancouver under the Brinkhaus brand. Founded in 1879, BIRKS is Canada's premier luxury brand and is the Official Supplier of Jewellery for the 2010 Olympic and Paralympic Winter Games. For more information, please visit www.birks.com.

About Crossworks

Crossworks Manufacturing, a member of the HRA-SunDiamond Group of Companies, operates three diamond polishing facilities in Canada that are located in Sudbury, Yellowknife and Vancouver. Crossworks purchases rough diamonds from the mines located in Canada through agreements with the Diamond Trading Company (D.T.C.) and Rio Tinto Diamonds. In 2009, Crossworks began polishing an allocation from the Victor Mine in Ontario through an exclusive agreement with the Government of Ontario and the D.T.C. that makes it the only company in the world to provide diamonds that are Mined, Cut and Polished in Ontario. Currently, the Group is the largest manufacturer of branded Canadian diamonds in the world with distribution throughout North America, Europe and Asia.

About De Beers Canada

De Beers Canada operates the Victor Mine in Ontario and the Snap Lake Mine in the Northwest Territories. De Beers Canada also has a joint-venture project in the Northwest Territories currently undergoing a feasibility study, as well as targeted exploration strategy within Canada. The De Beers Canada Victor Mine was named international "2009 Mine of the Year" by Mining Magazine. De Beers Canada was also named a winner of the 2010 Prospectors and Developers Association of Canada Environmental and Sustainability Award. Committed to Sustainable Development and Working with Communities, De Beers Canada has a number of formal agreements with First Nation communities in Canada, including seven signed Impact Benefit Agreements related to the Victor and Snap Lake mines. For more information, visit www.debeerscanada.com

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