Jean-Christophe Bédos Becomes the New President and CEO of Leading Canadian Luxury Jeweller Birks

Jean-Christophe Bédos Becomes the New President and CEO of Leading Canadian 
Luxury Jeweller Birks 
MONTREAL, April 2, 2012 /CNW Telbec/ - Birks & Mayors Inc. ("Birks" or the 
"Company") (NYSE: BMJ) (AMEX: BMJ) is pleased to announce that Jean-Christophe 
Bédos has officially become the new President and CEO of the Company. Birks 
is a leading manufacturer and retailer of prestigious jewellery and timepieces 
since 1879 in Canada, with a solid reputation as purveyor of the most 
beautiful jewels and the highest-quality diamonds. The Company also operates 
retail stores under the Mayors brand in the South-eastern United States. 
"I am very proud to be taking on the responsibilities of President and CEO of 
Birks. The Company has deep roots in Britain and since its founding in 
Montreal in 1879, has built a solid reputation in Quebec and across Canada," 
said Jean-Christophe Bédos. "For over 130 years, Birks has been a key part of 
its clients' celebration of milestone moments with its exquisite jewellery, 
timepieces and other fine gifts. The Company's history is rich and vibrant, 
and its creations are today cherished by many generations, including royalty 
and celebrities. I look forward to building on the Company's successes and 
strong design heritage and brand image," 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 Sloan 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 is based at the Company's head office in 
Montreal, Canada. 
Birks Diamond Heritage 
Birks represents a heritage of trust and uncompromising quality, and its 
commitment to diamond innovation dates back many years. Since 1879, Birks has 
set the standard across Canada for quality diamonds, providing meticulous 
grading and offering only the world's best gems to its customers. Birks 
recently announced its commitment to diamonds mined in Canada and now offers 
engagement rings with centre stones made exclusively of Canadian diamonds. 
Ethically-mined and conflict-free, diamonds mined in Canada are of a superior 
purity and rarity. Birks guarantees the Canadian diamond's authenticity and 
offers customers the opportunity to trace the Canadian diamond from the Birks 
iconic blue box to its mine of origin. 
About Birks & Mayors Inc. 
Birks & Mayors is a leading retailer with 59 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 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 
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. 
About Birks 
As Canada's premier luxury jewellery brand and one of the most respected 
designers, manufacturers and retailers of fine jewellery, timepieces, sterling 
silverware and giftware, Birks represents a heritage of trust and 
uncompromising quality. Birks continues to reflect the rich, historical 
references of the past while maintaining an innovative and dynamic outlook on 
the future. 
Earning more international design awards than any other Canadian jeweller, 
Birks reflects its proud roots of exceptional quality, while maintaining its 
focus on design leadership. As the Official Supplier of Jewellery for the 2010 
Olympic and Paralympic Winter Games held in Vancouver, British Columbia, 
Canada, Birks is today known as a symbol of excellence worldwide. 
Success Rooted in History 
As early as the sixteenth century, a member of the Birks family was working as 
a silversmith in England. The corporate symbol, a stylised lion, dates back to 
1694; however the Birks house of jewellery was founded by Henry Birks on March 
1, 1879, with the opening of its St. James Street store in Montreal, Canada. 
The magnificent Birks current head office building, an architectural treasure 
which also houses its flagship store that opened in 1894, is located in 
Phillips Square, in Montreal. 
Birks and Royalty 
Birks is one of only a handful of Canadian companies to have held a Royal 
Warrant, which was granted in 1935 by Edward VII, then Prince of Wales. This 
proclamation of the patronage of the Prince of Wales and the House of Windsor 
entitled Birks to use the phrase "By Appointment", together with the coat of 
arms bearing the Prince of Wales' motto. The Royal Warrant led Birks to be 
entrusted with the commission of many gifts presented to the British royal 
family over the years. 
Birks Diamond Authority 
Birks has been committed to providing diamonds of a superior quality since its 
early beginnings. Today, Birks offers engagement rings with centre stones made 
exclusively of diamonds mined in Canada. Canadian diamonds are guaranteed as 
"conflict and issue-free" they are sourced in accordance with the principles 
of sustainable development. Birks tracks the provenance of every Canadian 
diamond it sells and each stone is engraved with a unique serial number that 
can be traced back to the mine of origin. A certificate of authenticity is 
provided with every Canadian diamond sold at Birks. 
For more information: 
Eva Hartling
Director, Public Relations & Events
Birks & Mayors Inc.
Eva Hartling Director, Public Relations & Events Birks & Mayors Inc. 
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-0- Apr/02/2012 16:05 GMT
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