BIRKS' Latest Jewel: BIRKS Café par Europea

Jérôme Ferrer and Francis Reddy join forces to offer a unique culinary experience at the BIRKS Café par Europea

MONTREAL, Sept. 17 /CNW Telbec/ - BIRKS' Montreal flagship store located at 1240 Phillips Square will now house more than spectacular eye candy - it will boast art of the edible variety. A delectable resto-boutique called BIRKS Café par Europea, another establishment by the distinguished Jérôme Ferrer, is opening on the mezzanine level of the spectacular downtown BIRKS location, at the corner of Ste-Catherine and Phillips Square.

Joining Jérôme Ferrer on this culinary adventure is his good friend Francis Reddy, epicurean and renowned TV personality. The two accomplices who share a passion for gastronomy and a contagious joie de vivre are now offering a colourful and flavourful experience to the visitors of BIRKS Café par Europea.

Inspired by the art de vivre theme, BIRKS Café par Europea offers a lunch menu that focuses on simplicity and mouthwatering fare; ingredients are the freshest produce. Dishes developed in collaboration with Dr. Isabelle Huot, renowned nutritionist, are high in nutritional value yet also incorporate pleasure and haute cuisine. The Café is a place to enjoy a beverage or sample decadent desserts, on site or to go. Visitors can also enjoy the traditional high tea as early as 2 p.m. daily.

"Through BIRKS Café par Europea, we want to offer Montreal a delicious destination, lodged in a splendid décor. Paris is home to Ladurée while London hosts the sumptuous Harrods - these were the inspiration behind our concept," said Jérôme Ferrer. "The Café is sure to become a destination that food lovers will appreciate; after all, the BIRKS boutique, rich in history and beautiful objects, takes us on an inspiring journey… and now a delicious one as well," concludes Ferrer.

"It is with much pleasure that I am joining my friend Jérôme Ferrer in this project. The Café's team has only one objective: to offer visitors an exquisite moment," says Francis Reddy. "BIRKS Café par Europea is synonym for gourmet pleasures and culinary discoveries," he concluded.

"This is a great opportunity for us to share our brand with a new client and to evoke their senses at the BIRKS Café par Europea and in the BIRKS store," stated Thomas Andruskevich, President & CEO of Birks & Mayors Inc. "We are very excited to open our doors to visitors looking for a quality culinary experience in a convivial setting," he concluded.

Open seven days a week, BIRKS Café par Europea will follow BIRKS regular store hours. There will be a lunch service, a European style Salon de thé, a wine card and gourmet food available for purchase. Jérôme is working with strong collaborators: the desserts are developed by pastry chef Rolland Del Monte, Meilleur ouvrier de France and the chocolates are created by Christophe Morel.

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 17, 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 the Europea Group
Popular culinary columnist, Jérôme Ferrer is also chief co-owner of four institutions, in association with Ludovic Delonca and Patrice de Felice. The three friends, graduated from hotel schools in Europe, and fell under the spell of Québec in 1998. A few years later, their hearts leads them to settle in the city of Montreal. For nine years now, they have been inseparable partners in a gastronomic adventure, the restaurants Europea, Beaver Hall and Andiamo and the Europea, Espace-Boutique. For more information, please visit www.europea.ca.

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