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

  PR Newswire

  MONTREAL, April 2, 2012

MONTREAL, April 2, 2012 /PRNewswire/ --

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 http://www.birks.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 July
 8, 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 further information:Eva Hartling Director, Public Relations & Events Birks
& Mayors Inc. +1-514-397-2496 ehartling@birksandmayors.com
 
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