Canadian premier jeweller Maison Birks has confirmed it will open its first store in China in early 2014.
The store, to be located at the brand new Xanadu Plaza in Beijing, once lease terms are finalised, will offer Chinese customers the chance to fully experience the Birks brand in an environment that will display the jeweller’s latest diamond and fashion collections, including a selection of diamond wedding bands and diamond engagement rings with centre stones comprised of its certified Canadian diamonds.
Jewellery collections offered in the store will also include Birks’ latest designs, all inspired by Canadian nature, from the Birks Butterfly Collection to the Birks Muse Collection and the Birks Pebble Collection.
The Maison Birks store in Beijing will be the brand’s first retail location outside North America. The store design was conceived in partnership with Sid Lee, a Montreal-based design firm with an international reputation.
Inspired by Birks’ latest branding and visual platform, the Maison Birks store in Beijing will offer a “refreshing shopping experience” where the brand’s unique history – which includes the grant of a Royal Warrant to the jeweller in the 1930’s by the British Royal Family – will be leveraged in order for Chinese customers to discover the brand’s attributes as Canada’s longest-standing jewellery company.
“Our presence in China highlights our authority as a world-class prestige jewellery brand, and offers a link to our recent efforts in rebranding and further developing the Birks brand,” said Jean-Christophe Bédos, president and CEO of Birks Group.