BIRKS - Congratulates Canada's Silver Star - Jenn Heil

VANCOUVER, Feb. 14 /CNW Telbec/ - Jenn Heil, BIRKS' first ever brand ambassador, garnered an Olympic Silver medal in Freestyle Skiing, Moguls, at the Vancouver 2010 Winter Olympic Games. BIRKS congratulates Jenn on winning the first medal for Canada at the 2010 Winter Games.

"Well done Jenn! This world class athlete has another medal to add to her collection and all of us at BIRKS are so proud of her. She had a great run at the World Cup, winning four straight events, which has culminated with an Olympic Silver medal, the first medal for Canada." says Tom Andruskevich, President and CEO of BIRKS & MAYORS Inc.

Jenn has trained hard physically and gives her all in each aspect of her life. Apart from her sport, she has given back to the community and the world through her dedication to excellence and involvement in various charitable organizations.

Other extra curricular activities for Jenn include designing jewelry. Her sterling silver jewellery collection by BIRKS is unbelievably popular with consumers and very apropos considering her Silver win. Jenn is an avid jewellery lover with a natural talent and collaborated with BIRKS' Design Director, Marion Cameron, to realize her collection.

Each piece in the Jenn Heil Collection by BIRKS, a bracelet, drop necklace and drop earrings, features five rings symbolic of the five Olympic rings, and the five values that Jenn lives by: Team, focus, courage, dream and joy. This collection is all the rage with clients who can't seem to get enough of this playful and stylish sterling silver jewellery.

In response to the popularity, BIRKS has produced a line extension. Jenn will unveil a sneak peak of the extension, which includes stackable bangles and rings, this February 18th at a private media event. BIRKS looks forward to congratulating Jenn in person.

Birks & Mayors, Inc. (Amex "BMJ") is a leading operator of 66 luxury jewellery stores in the United States and Canada. As of February 14th, 2010, the Company operated 35 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

For further information: Keren Blankrot, [phone], [email protected]; Cathy Chalmey, [phone], x. 3687, [email protected]