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Press release from CNW Group

Birks Brings to Toronto the Largest Selection of Yellow Diamonds in its History

Monday, April 30, 2012

Birks Brings to Toronto the Largest Selection of Yellow Diamonds in its History09:00 EDT Monday, April 30, 2012MONTREAL, April 30, 2012 /CNW Telbec/ - Birks, Canada's leading manufacturer and retailer of fine jewellery since 1879, is announcing it is bringing the largest collection of yellow diamonds ever to be exhibited in the jeweller's history to its Toronto location. A collection of pieces worth $10M will be showcased at Birks on Bloor from May 2 to 6, 2012. In total, over 60 diamond jewellery pieces will be on display."Yellow diamonds are some of the world's most beautiful fancy colour diamonds and have been the choice of royals and celebs throughout the ages," says Jean-Christophe Bedos, President and CEO of Birks & Mayors Inc. "We are delighted to be offering this collection of outstanding diamonds to our clients, one so large it is making Birks history," he concluded.Among the collection shown at Birks is a rare 15-carat internally flawless, fancy intense yellow diamond. The diamond is set in a beautiful platinum ring design, with a trapezoid on each side. It is distinguished by its elegant radiant-cut outline and its fantastic color.Yellow diamonds have always been a popular choice among celebrities and royalty. American Idol Star Judge Jennifer Lopez was seen wearing a 50-carat fancy yellow radiant diamond ring set in 18k yellow gold earlier this month while singer Carrie Underwood's engagement ring features a 5-carat round yellow diamond, set within a halo of white diamonds. But the most famous lover of yellow diamonds is incontestably Marilyn Monroe, who made history by wearing the "Moon of Baroda" in 1953 to the premiere of her feature film "Gentlemen Prefer Blondes", a 24-carat yellow diamond stunner that is said to have belonged to Princess Maria Theresa of Austria and the dynasty of the Gaekwad Maharajas.About BirksBirks & Mayors is a leading retailer with 58 luxury jewellery stores in Canada and the United States. The Company operates 31 stores under the Birks brand in most major markets in Canada and 24 stores under the Mayors brand in Florida and Georgia, two retail locations in Calgary and Vancouver under the Brinkhaus brand, and one retail location in Orlando under the Rolex brand. Birks was founded in 1879 and developed over the years into Canada's premier retailer, designer and manufacturer of fine jewellery, timepieces, sterling and plated silverware and gifts. Visit www.birks.com.For further information: Eva Hartling Director, Public Relations & Events Birks & Mayors Inc. 1-514-823-7022 ehartling@birksandmayors.com