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Birks and Mayors to launch Botswana Diamonds as brand

June 10, 2008

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Montreal—Retail jeweler Birks and Mayors Inc. has locked up sole distributorship of Botswana Diamonds in North America, the company has announced.

According to a release from Montreal-based Birks and Mayors, the partnership allows the company to distribute Botswana Diamonds as a brand beginning in fall 2008.

The Botswana Diamond brand will launch at Birks' flagship stores in Montreal, Toronto and Vancouver, and at select Mayors locations in south Florida and Atlanta.

The release states that these diamonds are sourced exclusively through Diamond Trading Co. (DTC) Botswana—the partnership between De Beers' DTC and the government of Botswana—and manufactured at the new factory in Botswana. This means these diamonds are both ethically accountable and contribute to the economy of Botswana, the release states.

About 70 percent of Botswana's exports and 30 percent of the nation's GDP are directly derived from diamonds, providing jobs, healthcare and housing for adults, and schools and education for children.

Birks and Mayors Senior Vice President John C. Orrico said the company has been a leader in the industry when it comes to supporting ethically and socially responsible diamond sourcing.

"This partnership allows us to further strengthen the chain of custody from mine to case line while increasing the prosperity of the Botswana people," he said. "It is a wonderful story, and we are delighted to bring these exceptional diamonds to our customers."

The Botswana brand is the newest members of the "Birks and Mayors family of high-quality, unique and differentiated diamonds," which also includes Birks Canadian Diamonds and Amorique Diamonds, the release states. Each Birks and Mayors branded diamond has its own identification number and Birks Diamond Certificate.

Founded in 1879, Birks and Mayors operates a total of 70 luxury jewelry stores in Canada, Florida and Georgia. The company has 37 Birks stores across major metropolitan markets in Canada, 31 Mayors stores in Florida and Georgia, and Brinkhaus Jewellers retail locations in Calgary, Alberta and Vancouver.

Birks and Mayors annual sales topped $294 million in 2007, and it employs more than 1,100.

The company also designs and manufacturers jewelry, watches, silverware and gifts under the Birks brand, which is sold through retail channels.
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