145 Years of Timeless Elegance: A Q&A With Birks President Jean-Christophe Bédos

Since its founding in 1879 by Henry Birks in Montréal, Birks has become synonymous with Canadian craftsmanship and heritage. This year, the celebrated jeweller marks its 145th anniversary, a testament to its enduring legacy and commitment to capturing the essence of Canadian beauty. Join us as Birks’ President and CEO, Jean-Christophe Bédos, reflects on this milestone and shares insights into the future of this beloved brand. —Noa Nichol

Birks has been a symbol of luxury and craftsmanship in Canada for 145 years. What do you think has been the key to the brand’s longevity and continued success?

The brand’s longevity lies in its unwavering commitment to excellence—from sourcing the finest materials to drawing on the expertise of master craftsmen. Each piece is crafted with meticulous attention to detail and a passion for design that seamlessly blends timeless elegance with modern flair. Birks’ ability to innovate while honouring its roots has kept the brand at the forefront of Canadian jewellery for 145 years.

The Birks Blue Box has become an iconic symbol over the years. How has this tradition shaped the brand’s identity, and why do you think it resonates so strongly with Canadians?

Since its beginnings with the Birks family, Birks has been dedicated to celebrating and being part of Canadians’ most cherished moments—graduations, weddings, engagements, and personal milestones. Introduced in the 1920s, the Birks Blue Box has been opened by thousands of Canadians on these significant occasions, and over time, it has become a true symbol of prestige and celebration. The Birks Blue Box has come to evoke excitement, anticipation, and been a part of lasting memories. It remains a meaningful part of Canadians’ celebrations, continually connecting the Birks brand with its customers and with Canada. To this day, Birks deeply cherishes and is profoundly grateful to be part of such meaningful celebrations and special moments with Canadians. Beyond the iconic Blue Box, it is this sentiment that lies at the heart of the brand’s identity.

Henry Birks founded the company in 1879. How do you believe his original vision has evolved over the years while staying true to its roots?

Henry Birks’ vision was to capture the heart and spirit of a nation through jewellery that reflects Canada’s unique character. With roots as master silversmiths from Sheffield, England, his heritage introduced exceptional craftsmanship and refined savoir-faire that became foundational to Birks. What sets Birks apart from other Canadian jewellers is the shared vision Henry and his three sons had of bringing Birks jewellery to Canadians across the country, from Montreal to Vancouver. By the early 1900s, Birks had opened stores in every major city along the trans-Canadian railway, including Toronto, Calgary, and Vancouver—where we proudly continue to serve today. Now, the brand remains committed to artistry and innovation, evolving its designs to reflect the ever-changing tastes and values of Canadians. This blend of tradition and modernity ensures that Henry Birks’ original vision remains at the heart of the brand’s story.

Birks has created jewellery for significant historical moments, including pieces for the British royal family. Can you share more about how these royal connections have influenced the brand’s legacy?

Birks is one of the few Canadian companies to hold a royal warrant as a supplier to British royalty, granted in 1935 by His Majesty King George VI. Over the years, Birks has continued to design and craft gifts for the royal family, including a stunning piece presented to Queen Elizabeth II during her 1959 royal tour, which she described as the most beautiful gift she had ever received. More recently, Birks jewellery has been worn by Meghan, Duchess of Sussex, further strengthening the brand’s royal connections. These relationships solidify Birks as an icon of Canadian luxury and a symbol of elegance and quality, both at home and internationally.

As the President and CEO of Birks, how do you balance maintaining the brand’s heritage with embracing modern trends in jewellery design?

At Birks, balancing heritage with modernity lies at the heart of our approach. Birks’s legacy of craftsmanship forms the foundation of every piece, while contemporary trends inspire each new design. By honouring the artistry that has defined Birks for over 145 years and continuously evolving to reflect the tastes and values of today’s customers, we remain deeply connected to our heritage while staying attuned to the needs of modern clientele.

In 2014, for our 135th anniversary, we introduced the Birks Bee Chic collection and launched the Birks for Bees project to support the preservation of bees in Canada. What began as a forward-thinking initiative is still going strong a decade later. Birks continues to support the Birks for Bees program, and the Birks Bee Chic collection remains as fresh and relevant as ever. Our long-term vision is always rooted in heritage, ensuring we stay on a relevant path into the future.

This year, for our 145th anniversary, we introduced new pieces to the Birks Muse collection, celebrating the most important relationships in our lives. It was essential to us to honour the people of Birks—our loyal clients and Canadians at large—who have breathed life into the brand for 145 years. This collection is not only refined and exquisite but of such exceptional quality that we anticipate it will remain a timeless classic for years to come.

Birks draws inspiration from Canada’s natural beauty, such as in the Birks Snowflake and Birks Rosée du Matin collections. How does nature continue to influence the design of new collections?

Nature profoundly influences Birks’ design philosophy. Inspired by Canada’s world-renowned diverse landscapes and ecosystems, Birks’ collections capture the vibrant spirit of natural wonders. As Birks artisans create, they draw from the rich textures, colours, forms and life found in the natural environment, staying true to their ultimate muse: Canada’s beauty. This connection to nature infuses each piece with a sense of joie de vivre, making every design a true celebration of the beauty that surrounds us.

The luxury jewellery market is highly competitive. What sets Birks apart from other global luxury brands, and how does it maintain its position as Canada’s premier jeweller?

What sets Birks apart in the luxury jewellery market is its 145-year legacy. This rich history encompasses not only exceptional craftsmanship and expertise but also a deep, unwavering connection to Canada. For over a century, Birks has been there for Canadians, celebrating milestones and creating lasting memories. This enduring love story with Canada is unique and cannot be replicated. It is this profound connection that makes Birks irreplaceable and solidifies its place as the country’s premier jeweller.

Sustainability has become increasingly important in the luxury industry. How is Birks addressing sustainability, particularly with materials and production practices?

Birks is dedicated to sustainability through responsible sourcing and unmatched diamond standards. The brand adheres to the Kimberley Process to ensure all diamonds are conflict-free and ethically sourced, with each one GIA certified for quality and transparency. Birks also proudly offers Canadian diamonds, renowned for their ethical origins and traceability. As a heritage Canadian brand, Birks is committed to preserving the nation’s natural beauty. Through the Birks for Bees campaign, the brand partners with like-minded organizations to protect honey bees and their essential role in sustaining Canada’s world-renowned environment, ensuring a lasting impact on the planet’s future.

Throughout its history, Birks has celebrated life’s milestones with Canadians. How do you see Birks continuing to play a role in celebrating personal milestones in the future?

Birks has long been part of Canadians’ most cherished moments, creating timeless pieces that capture the emotion and significance of life’s milestones. From engagements and weddings to anniversaries and graduations, Birks continues to be a trusted symbol of celebration. Looking to the future, the brand remains committed to crafting jewellery that not only represents a refreshing take on luxury but also serves as a lasting memento of personal achievements, marking Canadians’ special moments with beauty and meaning. Whether for a present to a loved one, or as a self-purchase, Birks is here to make all Canadians feel special.

As Birks celebrates 145 years, what are your hopes for the future of the brand? Are there any exciting new directions or innovations that you can share?

Birks’ vision for the future is to remain unwavering in its commitment to excellence. The brand looks forward to deepening its connection to Canadian culture, nature, and sustainability, ensuring that every piece created embodies the beauty and spirit of the nation. While staying true to the values that have made Birks a trusted name in luxury, the brand is continuously exploring innovative ways to evolve its designs, reinforcing its legacy as a cherished symbol of love and celebration for generations to come.

Stay tune, in 2029 we will celebrate 150 years of history!