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Birks promotes re-opening of retail stores

Montreal-based jewellery retail chain Birks Group has begun a promotion to coincide with the re-opening of its stores that were closed during the COVID-19 pandemic. The promotion includes a new product called the Birks Rosée Du Matin Ça va bien aller Horizontal Bar Necklace. The name is in reference to the slogan often used in the province during the pandemic lockdown which translates as, “It's going to be okay.” Thirty percent of the the net proceeds from the sale of each necklace will be donated to the Canadian Red Cross.

“Maison Birks has been a part of Canadian's lives for over 140 years,” said Jean-Christophe Bédos, president and CEO of Birks Group. “Our brand is woven into the fabric of the community and we feel a responsibility to lift the spirits of those around us during challenging times. The Birks Rosée Du Matin Ça va bien aller Horizontal Bar Necklace, when worn around your neck, can act as this spirited reminder of a brighter tomorrow.”

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