BIRKS Proudly Announces Olympic Gold medallist, Jennifer Heil as its New
Ambassador

MONTREAL , Sept. 28 /CNW Telbec/ - BIRKS is proud to celebrate the achievements of the 2006 Gold medallist and reigning Olympic champion, Jennifer Heil , by naming her the new BIRKS Ambassador.

"Jennifer is a fabulous young woman whose spirit, talent, strength and passion is obvious both on and off the ski hill. We are proud to welcome her to BIRKS," says Tom Andruskevich, President and CEO of BIRKS & MAYORS Inc.

"I am so very excited about this relationship with BIRKS," said Jennifer.

National pride and a commitment to excellence are values that both BIRKS and I hold in high esteem."

Heil's inspired creativity will be showcased in a new line of her namesake jewellery exclusively for BIRKS. The Jennifer Heil Collection will feature contemporary designs of bracelets, necklaces, earrings and rings in silver.

A two-time World Champion and four-time World Cup Title holder, Heil, who was raised in Spruce Grove, Alberta, now lives in Montreal . She brought home gold at the 2006 Olympic Winter Games in women's moguls, to become the first Canadian woman to win a gold medal in the sport.

Now in her ninth year as a World Cup team member, Jennifer's dedication to excellence and sense of community through her charitable activities makes her the perfect choice to represent BIRKS and its range of products on the world's stage.

Birks & Mayors, Inc. (Amex "BMJ") is a leading operator of 67 luxury jewellery stores in the United States and Canada . As of September 28th, 2009 , the Company operated 35 Birks stores across most major metropolitan markets in Canada and 30 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.birksandmayors.com

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/

For further information: Anny Kazanjian, [phone], [email protected]; Keren Blankrot, [phone], [email protected]