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Birks launches lifestyle magazine

Jewellery chain Birks Group and publishing company St. Joseph Communications of Toronto have launched a bi-annual lifestyle magazine called 1879 by Birks. The name refers to the year the company's founder opened his first jewellery store in Montreal. In the US, where Birks operates a chain of jewellery stores called Mayors, the publication will be called Mayors Magazine.

The publication will have a maximum circulation of 150,000 in Canada and 50,000 in the US. It will be distributed in Birks and Mayors stores as well as participating hotels and airport terminals. It will also be mailed to some customers, inserted in the Globe and Mail and distributed at cultural events.

The debut issue was released this month, with the second issue due in September. It's content will focus on jewellery, travel, food and design.

"The magazine is our gift to our valued customers as well as an invitation to others to experience everything that the Birks and Mayors brands stand for today," said Eva Hartling, editorial director and vice-president of marketing and communications at Birks Group.

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