Birks & Mayors Announces Successor to President & CEO

            Birks & Mayors Announces Successor to President & CEO

PR Newswire

MONTREAL, Jan. 4, 2012

MONTREAL, Jan. 4, 2012 /PRNewswire/ - Dr. Lorenzo Rossi di Montelera, Chairman
of the Board of  Birks & Mayors  Inc. ("Birks & Mayors"  or the "Company")  is 
pleased  to   announce  that   Jean-Christophe   Bédos,  previously   of   the 
international jewellery  house  Boucheron, has  been  named successor  to  the 
Company's current President &  CEO, Thomas A. Andruskevich.  Mr.Andruskevich 
announced in September 2011 that he would be leaving the Company in the Spring
of 2012.  Effective today  and during  Mr.  Bédos' first  3 months  with  the 
Company, he  will be  the Chief  Operating Officer  reporting jointly  to  Mr. 
Andruskevich as the President & CEO and Dr. Lorenzo Rossi di Montelera as  the 
Chairman of the Board, to allow for a smooth transition. As of April 1,  2012, 
Mr.Bédos will assume the role of the Company's President & CEO.

In making the announcement, Dr. Lorenzo  Rossi di Montelera, said: "I am  very 
pleased to welcome Jean-Christophe Bédos as the successor to the President and
CEO. His experience as President of one of the world's most prestigious luxury
brands and  his extensive  knowledge  of the  luxury jewellery  and  timepiece 
industry will be key assets for Birks & Mayors as it continues the development
of the Birks product brand and pursues international expansion."

"I am very grateful for Tom Andruskevich's contributions to the Company, and I
am delighted that he will be able to work closely with his successor to ensure
a seamless transition. The Board is very  pleased to see Tom continue as  Vice 
Chairman of the Board  after the transition  is complete and  to serve on  the 
Board's Executive Committee," concluded Dr. Rossi di Montelera.

"It is  with much  pride and  enthusiasm that  I join  Birks &  Mayors as  the 
successor of the President and CEO.  Since 1879, with its strong heritage  and 
reputation, the Company  has become a  major leader in  the manufacturing  and 
retailing of high-end  jewellery and  luxury watches in  North America,"  said 
Jean-Christophe Bédos.  "I am  looking forward  to building  on the  Company's 
successes, developing our strong brands, and working with a team of  dedicated 
professionals," he said.

Jean-Christophe Bédos  was President  and Chief  Executive Officer  of  luxury 
brand jeweller Boucheron International, Paris (Gucci Group, PPR) from May 2004
to June 2011. Previously, he was the Managing Director of Cartier France  from 
2002 to 2004, and International  Executive Manager alongside the President  of 
Richemont International from 2000 to 2002. Mr. Bédos started his career in the
jewellery industry  at  Cartier in  1988.  He holds  a  Master of  Science  in 
Management from the London  Business School, a LLB  in International Law  from 
Université Paris I Sorbonne,  a BA (Honours) in  European Business from  Trent 
University, Nottingham  and  a  Bachelor  of  Arts,  European  Business,  from 
Toulouse Business School. Mr. Bédos will be based at the Company's head office
in Montreal, Canada.

About Birks & Mayors Inc.
Birks & Mayors is a leading retailer with 61 luxury jewellery stores in Canada
and the United States. The Company operates 32 stores under the Birks brand in
most major markets in Canada and 26  stores under the Mayors brand in  Florida 
and Georgia, 2 retail locations in  Calgary and Vancouver under the  Brinkhaus 
brand, and 1 retail location in Orlando, Florida 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.  Mayor's  was  founded  in  1910  and  has 
maintained the intimacy of a family-owned boutique while becoming renowned for
its fine jewellery, time pieces, giftware and service. Additional  information 
can be found on Birks & Mayors website, www.birksandmayors.com.

For more information:

Eva Hartling
Director, Public Relations & Events
Birks & Mayors Inc.
1-514-397-2496
ehartling@birksandmayors.com

Forward Looking Statements
This press release  contains certain  "forward-looking" statements  concerning 
the Company's  performance and  strategies.  Because such  statements  include 
various risks and uncertainties, actual  results might differ materially  from 
those projected  in the  forward-looking statements  and no  assurance can  be 
given that the Company will meet the results projected in the  forward-looking 
statements. These risks and uncertainties include, but are not limited to  the 
following:  (i)economic,  political  and  market  conditions,  including  the 
economies of the U.S. and Canada,  which could adversely affect our  business, 
operating  results  or   financial  condition,  including   our  revenue   and 
profitability, through  the  impact of  changes  in the  real  estate  markets 
(especially in  the state  of  Florida), changes  in  the equity  markets  and 
decreases in consumer confidence and the related changes in consumer  spending 
patterns, the impact on store traffic,  tourism and sales; (ii)the impact  of 
fluctuations in  foreign exchange  rates, increases  in commodity  prices  and 
borrowing costs and their related impact on the Company's costs and  expenses; 
and (iii)the Company's ability to  maintain and obtain sufficient sources  of 
liquidity to fund its operations, to  achieve planned sales, gross margin  and 
net income, to keep  costs low, to implement  its business strategy,  maintain 
relationships with  its  primary  vendors, to  mitigate  fluctuations  in  the 
availability and prices of  the Company's merchandise,  to compete with  other 
jewelers, to succeed in  its marketing initiatives, and  to have a  successful 
customer service  program. Information  concerning  factors that  could  cause 
actual results to  differ materially  are set  forth in  the Company's  Annual 
Report on  Form 20-F  filed with  the Securities  and Exchange  Commission  on 
July8,  2011  and  subsequent  filings  with  the  Securities  and   Exchange 
Commission. The  Company undertakes  no obligation  to update  or release  any 
revisions  to   these  forward-looking   statements  to   reflect  events   or 
circumstances after the date of this statement or to reflect the occurrence of
unanticipated events, except as required by law.

SOURCE BIRKS & MAYORS INC.

Image with caption: "Jean-Christophe Bédos, previously of the international
jewellery house Boucheron based in Paris, has been named successor to the
current President & CEO of Birks & Mayors Inc., Thomas A. Andruskevich. (CNW
Group/BIRKS & MAYORS INC.)". Image available at:
http://photos.newswire.ca/images/download/20120104_C2118_PHOTO_EN_8631.jpg

Contact: <p align="justify"> Eva Hartling<br/> Director, Public Relations &
Events<br/> Birks & Mayors Inc.<br/> 1-514-397-2496<br/> <a
href="mailto:ehartling@birksandmayors.com"
cr="true">ehartling@birksandmayors.com</a> </p>
 
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