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Press release from CNW Group

Birks premieres rare 16-carat yellow asscher-cut diamond in Edmonton

Wednesday, April 03, 2013

Birks premieres rare 16-carat yellow asscher-cut diamond in Edmonton

10:00 EDT Wednesday, April 03, 2013

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MONTREAL, April 3, 2013 /CNW Telbec/ - Birks, Canada's leading jeweller since 1879 is premiering one of the world's most unique and rare yellow diamonds in its Edmonton location starting this week. The stunning, 16.01-carat Fancy Intense Yellow diamond is set into a platinum ring adorned with diamond pavé. The diamond's colour is of natural origin, and its large size and stellar high clarity makes it absolutely exceptional. Recently discovered, the Birks Fancy Intense Yellow is guaranteed conflict-free and has been sourced ethically through a responsible chain of custody. The diamond will be traveling to Calgary following the Edmonton showing.

Fancy Intense Yellow diamonds inspire visions of beautiful yellow hues found in nature. Be it the first yellow daffodil of spring, the crisp and clear desert sun in winter or the breathtaking summer sunflower fields in the South of France - this Birks Fancy Intense 16.01 carat-diamond is a thrilling yellow to last an eternity.

The Birks Fancy Intense Yellow Diamond weighs exactly 16.01 carats, has a natural origin of colour; an even saturation and a clarity grade of VVS1.

About Fancy Yellow Diamonds
Fancy colour diamonds are the prima donnas of the diamond world; their occurrence in nature is triggered by an exponentially rare sequence of events millions of years ago. Fancy Colour diamonds are in fact accidents of nature and to this day research gemologists are still exploring the physical reasons of their creation. It is a fact that Fancy Intense Yellow Diamonds are far rarer than their top-of-mind colourless counterparts. There are four recognized hue descriptors specific to Yellow Diamonds: Fancy Light, Fancy Yellow, Fancy Intense and Fancy Vivid - and how pure a yellow hue dramatically increases value when less desirable hue modifiers (i.e., "brownish") are not present. In the case of the Fancy Yellow Diamond, nitrogen molecules absorb blue light of the spectrum, and the human eye sees the diamond as a pure yellow.

About Birks
Birks & Mayors is a leading retailer with 56 luxury jewellery stores in Canada and the United States. The Company operates 30 stores under the Birks brand in most major markets in Canada and 23 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.

Image with caption: "Birks is premiering a unique 16.01-carat Fancy Intense Yellow diamond in Edmonton this week, one of the world's most rare yellow diamonds. (CNW Group/BIRKS & MAYORS INC.)". Image available at: http://photos.newswire.ca/images/download/20130403_C2200_PHOTO_EN_25085.jpg

SOURCE: BIRKS & MAYORS INC.

For further information:

Eva Hartling
Director, Public Relations & Events
Birks & Mayors Inc.
1-514-823-7022
ehartling@birksandmayors.com

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