BIRKS Gives a Heartfelt Welcome to New Brand Ambassador Joannie Rochette

MONTREAL, May 10 /PRNewswire-FirstCall/ - BIRKS is proud to announce that Joannie Rochette, Canadian figure skater and 2010 Olympic bronze medalist, will be the latest face of the brand. Joannie won the hearts of Canadians, Olympic fans worldwide, and BIRKS, when she took to the ice for the ladies long program at the 2010 Olympic Games in Vancouver, British Columbia.

"Joannie mesmerized the audience that night with an incredible performance - she embodied courage, elegance and grace under pressure. I met Joannie previously, at a BIRKS dinner, and her enthusiasm for the brand is contagious. We are so very happy to welcome her to the BIRKS family," says Tom Andruskevich, President and CEO of Birks & Mayors Inc.

"I am overjoyed to be embarking upon this relationship with BIRKS," said Joannie. "I have been enamored with this iconic, Canadian brand since my childhood, and it's an honor for me to be able to represent the brand and make that emotional connection with BIRKS' clients."

Joannie's strength and perseverance on the fateful night of her skate touched the hearts of people around the world, and she continues to impact people's lives by being a great role model.

Rochette is a spokesperson for the iheartmom campaign, an initiative designed to promote awareness on the causes of heart disease and to raise funds for research and treatment.

She is dedicated to this cause and hopes, that through education, others can be spared the pain that comes with the untimely loss of a loved one.

The confident manner, elegance, artistry and creative sensibility that Joannie exudes is what makes her inspirational to so many. BIRKS and Joannie look forward to using these qualities as creative stimulation to develop something tangible - a spectacular piece of jewellery, which will support the campaign that is closest to Joannie's heart, iheartmom.

About BIRKS

Birks & Mayors, Inc. (Amex "BMJ") is a leading operator of 64 luxury jewellery stores in the United States and Canada. As of May 10, 2010, the Company operated 33 Birks stores across most major metropolitan markets in Canada and 29 Mayors stores across Florida and Georgia, as well as two retail locations in Calgary and Vancouver under the Brinkhaus brand. Founded in 1879, BIRKS is Canada's premier luxury brand and is the Official Supplier of Jewellery for the 2010 Olympic and Paralympic Winter Games. For more information, please visit www.birks.com.

SOURCE BIRKS & MAYORS INC.