Market Overview

Birks Wins Brand Of the Year at World Branding Awards 2018

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Birks Receives Industry Recognition in Competitive Retail Jewellery
Category

Birks, Canada's leading luxury fine jewellery brand since 1879 has been
prized with the prestigious Brand Of the Year Award at the 2018
World Branding Award Ceremony. The gala took place at the Plaza Hotel in
New York City last night. This is the first Brand of the Year Award that
Birks has received.

The prestigious World Branding Awards are the premier recognition
programme of the UK-based World Branding Forum. The annual event is the
ultimate global brand recognition accolade and evaluates brands from
around the world. The judging process involves a three step procedure:
brand evaluation, public online voting and consumer market research.
Birks is the only brand to receive the award in the Retail Jewellery
category, surpassing the impressive competition for its dedication and
passion behind the fine jewellery brand.

"As one of the biggest events for brands around the world, it is truly
an honour to be nominated for such a prominent award," said Jean-Christophe
Bédos, President and CEO, Birks Group
. "This award is a true
testament to the hard work our team has put into our brand development.
We are thrilled with the response we have received and we look forward
to growing the success of Birks moving forward."

"As we continue to deliver on our strategic objective of growing the
Birks brand into a global reference, a focus on the launch of our new
collections is underway with a continual emphasis on the self-purchasing
female consumer," said Eva Hartling, Vice President, Brand Management
and Chief Marketing Officer, Birks Group
. "We are delighted to see
the positive response from consumers so far, including through the Brand
of the Year award," she added.

Birks' 2018 brand advertising campaign focuses on the message of
empowerment through a trio of strong Canadian women. The all-female team
created the perfect "Canadian Rhapsody", also the campaign's tag line,
speaking to the modern mindset of self-purchasing women. The black and
white images and digital video content highlight the influence of
independent women who have found international success while underlining
the symbolic power that the right jewellery can bring to its wearer. The
global campaign appears in markets where Birks currently does business,
including Canada, the United States and the United Kingdom.

About Birks Group Inc.

The Birks story began four centuries ago in Sheffield, England. The
brand truly came to life in 1879 when Henry Birks opened a jewellery
boutique in the heart of Montreal, Canada. What began as one man's dream
became an iconic Canadian brand that is now distributed internationally.
Birks collections are inspired by Canadian nature and the brand's rich
heritage, offering classic styles with an edgy flair. Birks Group Inc.
operates 28 stores under the Birks brand in most major metropolitan
markets in Canada. In addition, Birks fine jewellery collections are
available through select Mappin & Webb and Goldsmiths locations in the
UK, in Mayors stores in the US and at select jewellery retailers across
North America. Visit www.birks.com
for more information.

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