UNVEILING OF THE ROBERTO COIN ART DECO JEWELRY COLLECTION DESIGNED IN CELEBRATION OF MAYORS JEWELERS CENTENNIAL ANNIVERSARY

MIAMI, Oct. 22 /PRNewswire-FirstCall/ - Today, Mayors Jewelers is hosting an exclusive event with Roberto Coin and his latest fine jewelry collection designed especially for the store's centennial anniversary. An Italian designer synonymous with innovative and timeless jewelry, Roberto Coin creates jewelry that is popular with customers all around the globe. Known for his 18K yellow gold pieces as well as for his use of diamonds and precious stones, Roberto Coin draws inspiration from the natural beauty of the world, including for the creation of the new Art Deco collection for Mayors.

The Art Deco collection was designed by Roberto Coin in celebration of Mayors' centennial. It includes colorful necklaces, bangles and earrings made of yellow gold, sterling silver and enamel with ornaments and motifs reflecting the lavishness and opulence that are characteristic of Art Deco style. The collection was inspired by the designer's personal memory of Miami Beach architecture and the beautiful Art Deco works of the 1920s, when roses adorned Champs-Elysees lampshades and sculptures. The Roberto Coin Art Deco collection is now available across Mayors stores.

"Mayors is one of my oldest partners in the United States; our relationship goes back to over 25 years," says designer Roberto Coin. "It is a pleasure to continue working with highly professional jewelers for whom design, service and quality are considered essential," he concluded.

"It is a honor for Mayors to see its centennial anniversary celebrated in such a grandiose way, with a collection designed especially for the occasion by master jeweler Roberto Coin," says Tom Andruskevich, President and CEO, Birks & Mayors Inc. "This special collaboration highlights the special bond our two organizations have forged over the years, and we are very proud to be offering such fantastic pieces to our customers," he concluded.

About Roberto Coin

With headquarters in Vicenza, the Italian town famed for its jewelry, the company was founded in 1977 by the Venetian born Roberto Coin. The American subsidiary, Roberto Coin Inc., is based in New York on Fifth Avenue. In order to satisfy the diverse tastes of Europe, North and South America, East and Far East markets, each year more than 600 new models of jewelry are produced, whose high quality is keeping with the reputation of the Company. The driving force behind the creation of the jewels is Roberto himself, assisted by a team of highly qualified workers capable of blending age-old techniques with modern innovations to create the product for which the company is famous.

About Mayors

Birks & Mayors, Inc. (AMEX "BMJ") is a leading operator of 64 luxury jewellery stores in the United States and Canada. As of October 22, 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 was the Official Supplier of Jewellery for the 2010 Olympic and Paralympic Winter Games. For more information, please visit www.mayors.com.

SOURCE BIRKS & MAYORS INC.

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