Bijoux Birks expands U.S. presence in Saks Fifth Avenue

By

Jennifer Braun

Published
May 31, 2021

Canada’s Bijoux Birks is targeting the U.S. market with an expanded partnership with Saks Fifth Avenue, as it debuts a new collaborative collection. 

Created in partnership with American ballerina and actress Kylie Jefferson, known for her lead role in Netflix's breakout series 'Tiny Pretty Things', the collection launches in 12 Saks Fifth Avenue locations across the country and on Saks.com, and arrives as Birks seeks to increase their brand presence in the U.S.

Bijoux Birks, which is also available at a selection of U.S. retailers, including Mayors Jewellers stores, first partnered with Saks Fifth Avenue in 2020 when it launched in seven locations: Atlanta, Naples, Sarasota, South Coast Plaza, Phoenix, San Francisco, Birmingham and online at Saks.com.

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Based on much success, five additional Saks stores have been added for the collaborative collection launch: Boston, Troy, Houston, Palm Beach Gardens, and New Orleans. 

Saks also features Bijoux Birks most popular collections including Birks Snowflake, Birks Bee Chic, Birks Muse, Birks Dare to Dream, Birks Pétale, Birks Rosée du Matin, Birks Splash, and Birks Iconic.

"We're proud of our Canadian heritage and we would like to share our brand's rich history with the rest of the world," said Jean-Christophe Bedos, president and CEO, Maison Birks. 

"In addition to Mayors Jewellers, Saks Fifth Avenue has been such a wonderful retail partner and we look forward to continuing our expansion." 

Since launching in 1879, the Bijoux Birks collections have been inspired by the beauty of Canada's natural landscape including four main elements - land, woods, water, and sky - which is reflected in Jefferson’s dance, Birks explained.

"Kylie exudes grace and confidence, and joie de vivre," said Katie Reusch, Bijoux Birks' marketing director.

"Whether on stage or on camera, she captures the audience with her vibrant, heartfelt performances."

"To be a Bijoux Birks ambassador means the world to me," added Jefferson. "This is a partnership that establishes and represents who I've always dreamt of becoming, who I am now and who I will continue to become. I adore everything the company stands for."

The proprietary branded luxury jewellery is offered by Birks Group Inc, Canada's leading designer of fine jewellery, bridal jewellery and gifts, available at Maison Birks stores and other luxury jewellery retails across North America and the United Kingdom.