BIRKS Pledges to Give Beyond the Games by Supporting Jenn Heil's Charity of
Choice

VANCOUVER, March 1 /CNW Telbec/ - BIRKS is proud to support Because I am a Girl, Jenn Heil's charity of choice. Jenn Heil, BIRKS' first brand ambassador, along with other Olympians, are using the platform of these Olympic Winter Games to support their favorite charities, and to encourage the citizens of Canada to get involved in the affairs of the world.

BIRKS pledges to back this movement of giving, set a positive example, create momentum, and encourage all world citizens to follow in doing what they can.

"BIRKS has learned much from Jenn, and it is through her that we learned about Because I am a Girl, a vital campaign from Plan Canada, an organization that works to support social justice for children in developing countries and to improve their lives." says Tom Andruskevich, President and CEO of BIRKS&MAYORS Inc.

"Jenn consistently sets the bar higher. She is not just BIRKS' brand ambassador; she is a role model to everyone. Young or old, female or male, it doesn't matter who you are, Jenn can teach you a thing or two about what is really important in life."

This Spring, BIRKS will hold two fundraiser events in the Toronto and Montreal flagship stores to benefit Jenn's charity. It is BIRKS' goal to at least match, and hopefully exceed, the $25,000 donation that Jenn is making to Because I am a Girl.

BIRKS fundraiser events will include a personal appearance by Jenn. There will also be an auction, and one of the packages up for bidding will be a special experience package featuring one on one time with Jenn.

BIRKS supports many other organizations, charities and initiatives. As well, 5% of retail sales of the Official Vancouver 2010 Collection by BIRKS will be donated to the Canadian Olympic Foundation in support of Canadian athletes.

Birks & Mayors, Inc. (Amex "BMJ") is a leading operator of 66 luxury jewellery stores in the United States and Canada. As of March 1st, 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 Vancouver 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]