In 1879, Henry Birks opened a small jewellery store in Montreal. Nearly a century and a half later, Birks has become a symbol of quality, craftsmanship and tradition—and that small store in Montreal has grown into 48 prestigious jewellery stores across Canada and the southeastern United States. Birks Group Inc. is also a leading designer and manufacturer of high-end jewellery and watches.
High-end jewellery customers need a high level of trust—that they are buying they best, and that their jeweller will be around for a lifetime of major purchases and celebratory pieces. 1879 by Birks is a bi-annual lifestyle magazine by St. Joseph Communications and the Birks Group Inc., that not only reinforces the brand’s elegance and sophistication, but also showcases its history—in the magazine’s title. In the U.S., where Birks owns and operates the Mayors chain of jewellery stores across Florida and Georgia, it is called Mayors Magazine.
Featuring a modern design, the glossy magazine details cultural hot buttons from around the world, Birks’ innovative social responsibility programs, as well as Masters At Work: an intimate profile of jewellery artisans. Design, travel and food stories throughout are elegantly written and displayed. Eye-popping photoshoots of Birks and Mayors jewellery also adorn the book. As well, the magazine features advertising from high-end jewellery and timepiece brands carried at Birks, as well as external advertisers interested in getting in front of the high-end audience.
With a circulation of 100,000-150,000 in Canada, and 50,000 in the U.S., the magazine aims at deepening engagement with the Birks and Mayors community, but also showcasing the brand to a wider audience. The magazine is distributed at Birks and Mayors stores, mailed to their best customers, distributed at cultural events such as TIFF, inserted in the Globe and Mail and distributed in Class A hotels and office towers in Canada and private jet terminals in Florida.
Eva Hartling, Editorial Director and Vice President of Marketing and Communications for Birks Group, said: “The magazine is our gift to our valued customers as well as an invitation to others to experience everything that the Birks and Mayors brands stand for today.”
Birks selected St. Joseph as its exclusive partner in this new venture because of its leadership position in custom publishing across Canada. St. Joseph is responsible for all content and design, as well as advertising sales and printing.