Birks wins Brand Of the Year at World Branding Awards 2018
Canadian luxury jewellery retailer Birks won the Brand Of the Year Award in the Retail Jewellery category at the 2018 World Branding Award Ceremony last week.
The annual event evaluates brands from around the world through a three-step procedure including brand evaluation, public online voting and consumer market research.
The Americas Edition of the awards saw 81 brands from 16 countries named “Brand of the Year” including Birks, which was the only brand to receive the award in the Retail Jewellery category.
"As one of the biggest events for brands around the world, it is truly an honour to be nominated for such a prominent award," said Jean-Christophe Bédos, President and CEO of Birks Group, in a news statement.
"This award is a true testament to the hard work our team has put into our brand development. We are thrilled with the response we have received and we look forward to growing the success of Birks moving forward."
Birks was recognized among other things for its 2018 brand advertising campaign, which spotlighted three Canadian women.
Dubbed “Canadian Rhapsody”, the campaign seeked to highlight the power of independent women who have found international success while underlining the symbolic power of jewellery.
"As we continue to deliver on our strategic objective of growing the Birks brand into a global reference, a focus on the launch of our new collections is underway with a continual emphasis on the self-purchasing female consumer," added Eva Hartling, Vice President, Brand Management and Chief Marketing Officer of Birks Group. "We are delighted to see the positive response from consumers so far, including through the Brand of the Year award.”
Birks operates 28 stores under the Birks brand in most major metropolitan markets in Canada and two retail locations in Calgary and Vancouver under the Brinkhaus brand.
Last year, Birks entered the United Kingdom when it signed a definitive agreement to sell its subsidiary, Mayor's Jewelers, Inc. ("Mayors"), to Aurum Holdings Ltd. ("Aurum"), the largest fine watch and jewelry retailer in the U.K.
The Birks brand collections of fine jewellery is now offered in 12 locations across the U.K., at various Mappin & Webb and Goldsmiths locations as well as through the two banners' e-commerce sites.
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