Birks Group

Birks Group is a jewellery and luxury-goods company whose principal heritage brand is Maison Birks. Its activities span the design, manufacture and retail of fine jewellery, watches, silverware and selected gifts. The business has roots in Montreal, where Henry Birks opened a small jewellery shop on Saint James Street in 1879. The enterprise expanded through the involvement of Birks's sons, the development of a national Canadian retail network and the acquisition or integration of regional jewellers and silverware businesses. The Birks name became associated with Canadian luxury retail through its long-running presence in major urban centres and its historic flagship on Montreal's Phillips Square. The company broadened its assortment beyond jewellery through watches, sterling-silver hollowware and flatware, crystal, medals and gift products. It also developed relationships with prestigious watch and jewellery brands and operated branded and multi-brand retail locations. The corporate group took its modern form in November 2005, when Henry Birks and Sons Ltd. merged with the United States-based Mayors Jewelers Inc. The resulting business was initially known as Birks & Mayors Group and later adopted the Birks Group name in 2013. The combination gave the company a cross-border retail platform, although the Mayors chain was subsequently sold to Aurum in 2017. Birks continued to distribute its fine-jewellery collections through selected Mayors locations after that transaction. Birks Group has also used partnerships and high-visibility cultural or ceremonial associations to strengthen its positioning. It was named the official jewellery supplier for the 2010 Winter Olympics in Vancouver, and its products received international attention when Meghan Markle wore Birks earrings during her engagement announcement in 2017. The company expanded into the United Kingdom around the same period, reflecting an effort to develop the Birks name beyond its Canadian base. The group remains centred on Maison Birks, with Canadian stores and manufacturing capabilities supported by operations in the United States. Its retail portfolio has included Maison Birks stores, Brinkhaus locations in western Canada and a Rolex-branded store in Orlando. In 2025, the company announced the acquisition of the luxury watch and jewellery business of Toronto-based European Boutique and a licensing arrangement to operate the Canadian Diamonds Direct brand. These transactions extended its presence in luxury watches and jewellery while retaining the involvement of former European Boutique and Diamonds Direct principals in consulting roles.

Birks Group traces its history to 1879, when Henry Birks opened a jewellery shop on Saint James Street in Montreal. In 1893, Birks entered into partnership with his sons William, John and Gerald, creating Henry Birks and Sons. The business moved to Phillips Square in 1894 as Montreal's commercial centre developed northward; the location later became the company's best-known flagship and a continuing symbol of its Montreal identity. Beginning in 1901, the company expanded throughout Canada, sometimes incorporating established local jewellers into the Birks network while retaining elements of their regional identities. A major Phillips Square store opened in 1907. Birks broadened its product base in 1953 by acquiring Roden Bros. Ltd., a producer of silver hollowware, flatware, cut crystal and medals. In 1934, the company received a Royal Warrant of Appointment, and that year it also opened its first Vancouver store. In 1954, Birks became the first jewellery retailer to open in a Canadian shopping centre when it established a store at the new Dorval shopping centre. The company was involved in a notable Canadian legal case in the 1950s. In Henry Birks & Sons (Montreal) Ltd. v. Montreal (City), Birks successfully challenged municipal requirements that forced it to close on certain Catholic holidays. The case reached the Supreme Court of Canada and became part of the country's legal history concerning religious observance and commercial regulation. In 1993, Jonathan Birks sold the company to Italy-based Iniziativa Regaluxe S.r.l. The business continued to develop its retail and luxury positioning, including a major renovation of the Phillips Square flagship completed in 2001. In November 2005, Henry Birks and Sons Ltd. merged with Mayors Jewelers Inc., an American chain founded in Ohio in 1910. The combined company became Birks & Mayors Group, creating a Canada-United States jewellery retail group. It later changed its name to Birks Group in 2013. The group pursued visibility through major partnerships. In 2007, Birks was named official jewellery supplier for the 2010 Winter Olympics in Vancouver. The company also maintained links with Canadian public and civic life; its Ottawa Sparks Street store was described as a source of gifts for official parliamentary visitors while it operated. Birks was recognized with a Diamond International award in 1998, a Diamonds: Nature's Miracle award in 2004 and a World Branding Award in 2018. The company reshaped its North American portfolio in 2017 by selling the Mayors chain to Aurum. Birks collections continued to be sold in selected United States Mayors stores under the agreement. Birks also began developing the brand in the United Kingdom in October 2017. International attention increased soon afterward when Meghan Markle wore Birks opal earrings for her engagement announcement, bringing a surge of interest to the brand's online channels. By October 2017, the group operated Maison Birks stores across Canada, Brinkhaus stores in Vancouver and Calgary, and a Rolex-branded store in Orlando, alongside manufacturing facilities and other retail activities. In July 2025, Birks Group announced the acquisition of European Boutique's luxury watch and jewellery business and a licensing agreement for the Canadian Diamonds Direct brand. European Boutique operated stores in several Toronto-area shopping centres, and its former owners were expected to support the transition in consulting capacities. The transaction represented a further move toward luxury watches and multi-brand jewellery retail while preserving Maison Birks as the group's principal heritage banner.

• 2025

  European Boutique and Diamonds Direct transaction

  [1]Birks Groupen.wikipedia.org

  Birks Group announces the acquisition of European Boutique's luxury watch and jewellery business and a Canadian Diamonds Direct licensing agreement.

• 2017

  Mayors is sold and UK development begins

  [1]Birks Groupen.wikipedia.org

  Birks Group sells Mayors to Aurum and begins developing the Birks brand in the United Kingdom.

• 2013

  Corporate name changes to Birks Group

  [1]Birks Groupen.wikipedia.org

  The company changes its name from Birks & Mayors to Birks Group.

• 2007

  Olympic jewellery supplier appointment

  [1]Birks Groupen.wikipedia.org

  Birks is named official jewellery supplier for the 2010 Winter Olympics in Vancouver.

• 2005

  Birks and Mayors merge

  [1]Birks Groupen.wikipedia.org

  Henry Birks and Sons Ltd. merges with Mayors Jewelers Inc. to form the Birks & Mayors Group.

• 2001

  Phillips Square flagship renovation

  [1]Birks Groupen.wikipedia.org

  The company's historic Montreal flagship undergoes a complete renovation.

• 1993

  Sale to Iniziativa Regaluxe

  [1]Birks Groupen.wikipedia.org

  Jonathan Birks sells the company to Italy-based Iniziativa Regaluxe S.r.l.

• 1954

  First Canadian shopping-centre jewellery store

  [1]Birks Groupen.wikipedia.org

  Birks opens a jewellery store in the Dorval shopping centre, described as the first jewellery store in a Canadian shopping centre.

• 1953

  Roden Bros. acquisition

  [1]Birks Groupen.wikipedia.org

  Henry Birks and Sons acquires Roden Bros., broadening the business into silverware, crystal and medals.

• 1934

  Royal Warrant and Vancouver expansion

  [1]Birks Groupen.wikipedia.org

  Birks receives a Royal Warrant of Appointment and opens its first Vancouver store.

• 1901

  National Canadian expansion begins

  [1]Birks Groupen.wikipedia.org

  Birks begins expanding into Canada's largest cities, including through relationships with or acquisitions of local jewellers.

• 1894

  Business moves to Phillips Square

  [1]Birks Groupen.wikipedia.org

  The company relocates to Phillips Square, which later becomes its signature Montreal flagship and corporate location.

• 1893

  Henry Birks and Sons is formed

  [1]Birks Groupen.wikipedia.org

  Henry Birks enters a partnership with his sons William, John and Gerald, and the company adopts the Henry Birks and Sons name.

• 1879

  Henry Birks opens a Montreal jewellery shop

  [1]Birks Groupen.wikipedia.org

  Henry Birks establishes the business that would become the foundation of Birks Group on Saint James Street in Montreal.

A heritage Canadian luxury jeweller combining in-house design and manufacturing with premium retail, watch distribution and gift products. The brand emphasizes Montreal origins, craftsmanship, fine materials, formal occasions and Canadian cultural associations.

• Fine jewellery

  Maison Birks fine jewellery

  Maison Birks is the group's core jewellery offering, covering precious-metal pieces, diamond jewellery and formal or everyday luxury designs. The collection is sold through Birks retail locations and selected partner channels, and draws on the company's Montreal heritage and in-house design and manufacturing capabilities.

• Engagement and wedding jewellery

  Birks bridal jewellery

  The bridal assortment includes engagement rings, wedding bands and related diamond jewellery. It represents a central occasion-based category for the Maison Birks retail network and supports the brand's positioning in premium, service-led jewellery purchasing.

• Luxury watches

  Birks watches

  Birks sells luxury timepieces alongside its jewellery collections and has operated branded watch retail, including a Rolex-branded store in Orlando. The category became more strategically prominent through the announced 2025 European Boutique transaction.

• Silverware and luxury gifts · 1953

  Birks silverware and gifts

  The group offers sterling-silver hollowware and flatware, cut crystal, medals and gift products. These categories reflect the company's expansion beyond jewellery, including the historical integration of Roden Bros. and its long-standing role as a supplier of formal and commemorative goods.

• 2017Meghan Markle engagement-announcement visibility

  United Kingdom · United States · Canada · International

  Meghan Markle wore Birks 18-karat yellow-gold and opal earrings during the public announcement of her engagement to Prince Harry. The appearance generated international editorial and consumer attention for the brand.

  Outcome. Interest in Birks increased across digital retail channels, with some reported inventories selling out.

  Source
• 2007Vancouver 2010 Olympic jewellery partnership

  Canada

  Birks was appointed official jewellery supplier for the 2010 Winter Olympics in Vancouver and used the association to connect the brand with Canadian national identity and international sporting visibility. Freestyle skier Jennifer Heil was identified as a company spokeswoman.

  Outcome. The partnership strengthened Birks's profile as a Canadian heritage luxury brand.

  Source

• 2025

  European Boutique acquisition and Diamonds Direct licensingM&A

  Background

  The group announced a move to expand its luxury watch and jewellery activities through a Toronto-based retail business and a Canadian brand licensing arrangement.

  Action taken

  Birks Group agreed to acquire European Boutique's luxury watch and jewellery business and obtained a licence to operate the Canadian Diamonds Direct brand.

  Aftermath

  The former European Boutique and Diamonds Direct owners were to remain involved as consultants for a period, supporting continuity after the transaction.

  Source

• 2017

  Sale of Mayors to AurumM&A

  Background

  Birks Group sought to reshape its retail portfolio and develop the Birks brand internationally.

  Action taken

  The Mayors chain was sold to Aurum, with Birks collections continuing in selected Mayors locations under the agreement.

  Aftermath

  The transaction reduced Birks Group's direct ownership of the Mayors chain while preserving selected United States distribution and supporting expansion into the United Kingdom.

  Source

• 2013

  Adoption of the Birks Group nameStrategy

  Background

  Following the formation of the Birks & Mayors Group, the company reassessed its corporate identity.

  Action taken

  The company changed its name to Birks Group.

  Aftermath

  The new name placed greater emphasis on the Birks identity while the group continued operating multiple retail and brand activities.

  Source

• 2005

  Merger with Mayors JewelersM&A

  Background

  Henry Birks and Sons Ltd. and the American Mayors Jewelers Inc. were combined to create a cross-border jewellery retail group.

  Action taken

  The merged business operated under the Birks & Mayors Group name before later becoming Birks Group.

  Aftermath

  The transaction expanded the company's presence across Canada and the United States.

  Source

• 2019.10.08

  Reported2019.11.06

  Birks Group appoints Lanita Layton to sales and marketing role[2]Birks Group任命Lanita Layton担任销售与营销职务newswire.ca

  Birks Group appointed Lanita Layton Vice President and Chief Omni-Channel Sales and Marketing Officer, effective October 8, 2019.

Read more

1. 1Birks Groupen.wikipedia.org
2. 2Birks Group任命Lanita Layton担任销售与营销职务newswire.ca