Birks’ Amorique diamond celebrates a decade


Presitigous Canadian jeweller Birks celebrated the 10-year anniversary of its proprietary Amorique diamond cut by announcing Canadian actress Rachelle Lefevre, of Twilight fame, as the face of the company’s new “Brilliantly Different” anniversary campaign.

“The Birks Amorique Diamond epitomizes the highest standards of Birks’ craftsmanship,” says Jean-Christophe Bedos, president and CEO of Birks Group Inc. “It was created by our artisans a decade ago to achieve extraordinary brilliance, scintillation and fire.”

Eva Hartling, vice-president of marketing and communications for Birks Group, says, “We are thrilled to celebrate the anniversary of the Amorique’s creation by introducing a limited-edition ring worn ever so elegantly by (Lefevre). “The beautiful redhead — and recently engaged — actress is the perfect representation of today’s Birks woman — confident, intelligent, and full of joie de vivre.”

According to a press statement from the comapny, the Birks Amorique diamond cut is a “modernized” take on the popular cushion cut and is created using “ethically-sourced” Canadian stones in a platinum setting. CJ