LASER LOVE FOR VALENTINE'S DAY
By Adnews Staff
Henry Birks & Sons wants its customers to express their undying love for their Valentine by carving it in stone. The Montreal-based jewelry chain introduced a selection of specially inscribed diamonds this week that will be available for Valentine's Day. One hundred 1/4 carat diamonds will be inscribed with "I Love You," or "Je t'aime" and set in an 18 kt gold and platinum heart-shaped mounting. The laser inscription is invisible to the naked eye and can be viewed only with a magnifying loupe that comes with the diamond. Birks will also be offering a selection of other specially-priced Valentine's Day gifts. Print ads for the inscribed diamonds will run nationally this weekend and next week. Calexis of Toronto handled the ads. Toronto-based Continental Communications conducts Birks' PR.