Jean-Christophe Bédos Becomes the New President and CEO of Leading Canadian Luxury Jeweller Birks

Montreal (ots/PRNewswire) -

Birks & Mayors Inc. ("Birks" or the "Company") is pleased to
announce that Jean-Christophe Bédos has officially become the new
President and CEO of the Company. Birks is a leading manufacturer and
retailer of prestigious jewellery and timepieces since 1879 in
Canada, with a solid reputation as purveyor of the most beautiful
jewels and the highest-quality diamonds. The Company also operates
retail stores under the Mayors brand in the South-eastern United
States.

"I am very proud to be taking on the responsibilities of
President and CEO of Birks. The Company has deep roots in Britain and
since its founding in Montreal in 1879, has built a solid reputation
in Quebec and across Canada," said Jean-Christophe Bédos. "For over
130 years, Birks has been a key part of its clients' celebration of
milestone moments with its exquisite jewellery, timepieces and other
fine gifts. The Company's history is rich and vibrant, and its
creations are today cherished by many generations, including royalty
and celebrities. I look forward to building on the Company's
successes and strong design heritage and brand image," he said.

Jean-Christophe Bédos was President and Chief Executive Officer
of luxury brand jeweller Boucheron International, Paris (Gucci Group,
PPR) from May 2004 to June 2011. Previously, he was the Managing
Director of Cartier France from 2002 to 2004, and International
Executive Manager alongside the President of Richemont International
from 2000 to 2002. Mr. Bédos started his career in the jewellery
industry at Cartier in 1988. He holds a Sloan Master of Science in
Management from the London Business School, a LLB in International
Law from Université Paris I Sorbonne, a BA (Honours) in European
Business from Trent University, Nottingham and a Bachelor of Arts,
European Business, from Toulouse Business School. Mr. Bédos is based
at the Company's head office in Montreal, Canada.

Birks Diamond Heritage

Birks represents a heritage of trust and uncompromising quality,
and its commitment to diamond innovation dates back many years. Since
1879, Birks has set the standard across Canada for quality diamonds,
providing meticulous grading and offering only the world's best gems
to its customers. Birks recently announced its commitment to diamonds
mined in Canada and now offers engagement rings with centre stones
made exclusively of Canadian diamonds. Ethically-mined and
conflict-free, diamonds mined in Canada are of a superior purity and
rarity. Birks guarantees the Canadian diamond's authenticity and
offers customers the opportunity to trace the Canadian diamond from
the Birks iconic blue box to its mine of origin.

About Birks & Mayors Inc.

Birks & Mayors is a leading retailer with 59 luxury jewellery
stores in Canada and the United States. The Company operates 32
stores under the Birks brand in most major markets in Canada and 24
stores under the Mayors brand in Florida and Georgia, two retail
locations in Calgary and Vancouver under the Brinkhaus brand and one
retail location in Orlando under the Rolex brand. Birks was founded
in 1879 and developed over the years into Canada's premier retailer,
designer and manufacturer of fine jewellery, timepieces, sterling and
plated silverware and gifts. Visit http://www.birks.com.

Forward Looking Statements

This press release contains certain "forward-looking" statements
concerning the Company's performance and strategies. Because such
statements include various risks and uncertainties, actual results
might differ materially from those projected in the forward-looking
statements and no assurance can be given that the Company will meet
the results projected in the forward-looking statements. These risks
and uncertainties include, but are not limited to the following: (i)
economic, political and market conditions, including the economies of
the U.S. and Canada, which could adversely affect our business,
operating results or financial condition, including our revenue and
profitability, through the impact of changes in the real estate
markets (especially in the state of Florida), changes in the equity
markets and decreases in consumer confidence and the related changes
in consumer spending patterns, the impact on store traffic, tourism
and sales; (ii) the impact of fluctuations in foreign exchange rates,
increases in commodity prices and borrowing costs and their related
impact on the Company's costs and expenses; and (iii) the Company's
ability to maintain and obtain sufficient sources of liquidity to
fund its operations, to achieve planned sales, gross margin and net
income, to keep costs low, to implement its business strategy,
maintain relationships with its primary vendors, to mitigate
fluctuations in the availability and prices of the Company's
merchandise, to compete with other jewelers, to succeed in its
marketing initiatives, and to have a successful customer service
program. Information concerning factors that could cause actual
results to differ materially are set forth in the Company's Annual
Report on Form 20-F filed with the Securities and Exchange Commission
on July 8, 2011 and subsequent filings with the Securities and
Exchange Commission. The Company undertakes no obligation to update
or release any revisions to these forward-looking statements to
reflect events or circumstances after the date of this statement or
to reflect the occurrence of unanticipated events, except as required
by law.

About Birks

As Canada's premier luxury jewellery brand and one of the most
respected designers, manufacturers and retailers of fine jewellery,
timepieces, sterling silverware and giftware, Birks represents a
heritage of trust and uncompromising quality. Birks continues to
reflect the rich, historical references of the past while maintaining
an innovative and dynamic outlook on the future.

Earning more international design awards than any other Canadian
jeweller, Birks reflects its proud roots of exceptional quality,
while maintaining its focus on design leadership. As the Official
Supplier of Jewellery for the 2010 Olympic and Paralympic Winter
Games held in Vancouver, British Columbia, Canada, Birks is today
known as a symbol of excellence worldwide.

Success Rooted in History

As early as the sixteenth century, a member of the Birks family
was working as a silversmith in England. The corporate symbol, a
stylised lion, dates back to 1694; however the Birks house of
jewellery was founded by Henry Birks on March 1, 1879, with the
opening of its St. James Street store in Montreal, Canada. The
magnificent Birks current head office building, an architectural
treasure which also houses its flagship store that opened in 1894, is
located in Phillips Square, in Montreal.

Birks and Royalty

Birks is one of only a handful of Canadian companies to have held
a Royal Warrant, which was granted in 1935 by Edward VII, then Prince
of Wales. This proclamation of the patronage of the Prince of Wales
and the House of Windsor entitled Birks to use the phrase "By
Appointment", together with the coat of arms bearing the Prince of
Wales' motto. The Royal Warrant led Birks to be entrusted with the
commission of many gifts presented to the British royal family over
the years.

Birks Diamond Authority

Birks has been committed to providing diamonds of a superior
quality since its early beginnings. Today, Birks offers engagement
rings with centre stones made exclusively of diamonds mined in
Canada. Canadian diamonds are guaranteed as "conflict and issue-free"
they are sourced in accordance with the principles of sustainable
development. Birks tracks the provenance of every Canadian diamond it
sells and each stone is engraved with a unique serial number that can
be traced back to the mine of origin. A certificate of authenticity
is provided with every Canadian diamond sold at Birks.

For further information:
Eva Hartling
Director, Public Relations & Events
Birks & Mayors Inc.
+1-514-397-2496
ehartling@birksandmayors.com

ots Originaltext: Birks & Mayors Inc.
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