BIRKS UPGRADES FLAGSHIP STORE
By Adnews Staff
Montreal-based Henry Birks & Sons has announced plans to upgrade its Toronto flagship store on Bloor Street West. The store has been part of the Manulife Centre since it opened in 1974. The jewellery company is in the midst of a national program to renovate all of its 37 stores from coast-to-coast. The flagship store will remain open during the $3 million renovation expected to be complete by mid-September. The renovations include a new street level entrance and a redesigned interior. Display windows, signage, canopies and entrances offering glimpses of the interior are included in the street level construction. Inside, the store will offer boutiques, niches and focus areas and sit-down counters, all designed to provide comfort for customers while they shop. A poster campaign scheduled to begin in April will run while the renovations are going on. Advertising for Birks is done by Mamone & Partners of Toronto.