Founded in 1879, Birks has long been part of Canada’s cultural fabric, helping Canadians celebrate life’s most meaningful moments. Now, in its 146th year, the company is turning to the past to shine a light on the future.
The Original Message: Still Stirring After All These Years
The 1970s were a transformative time for Canada—an era of growth, identity-building, and hope. Birks captured that spirit in its original campaign, which read:
“We are too young not to be enchanted with what’s ahead. Not naïve enough to be unaware of growing pains. And certainly not so old that we consider every setback a mortal blow…”
It was more than marketing—it was a love letter to the country.
Reprinted in 2025 with the new tagline “Together with you, proudly Canadian, now and always”, the message is a poignant reflection of today’s climate. As Canada navigates social change, economic challenges, and global uncertainty, the sentiments of hope and unity feel more meaningful than ever.
A Campaign That Connects Across Generations
To support the campaign, Birks released a companion video across its social media platforms, featuring iconic Canadian imagery: Hockey rinks, the grandeur of Expo ’67, Olympic triumphs, and the vast beauty of Canada’s natural landscape. These are the same elements that inspire many of Birks’ jewellery collections—pieces that reflect the country’s soul through design.
With nearly one million views, the video has sparked heartfelt responses from Canadians across the country. People have shared stories, memories, and hopes for the future, echoing the very message Birks sought to revive. According to Katie Reusch, Birks’ Senior Director of Marketing and Communications, the response has been both emotional and unifying:
“It is so inspiring to read the comments people have shared that reflect an inspired and unified Canada. That as a country, we believe in a strong future.”
Why It Resonates Now
In a world where marketing often leans on flashy trends or fleeting moments, Birks has chosen to double down on authenticity. By reintroducing a campaign built on values and national pride, the brand has reinforced its place not just as a retailer, but as a storyteller—one deeply connected to Canadian identity.
And it’s working.
The campaign doesn’t shout—it reflects. It doesn’t sell—it reminds. That’s precisely why it’s struck a chord. In today’s digital age, where messaging can feel transactional, Birks has delivered something more emotional: a shared sense of belonging.
Heritage That Shines
For nearly 150 years, Birks has been present for Canada’s defining moments—from Confederation milestones to personal celebrations like engagements, weddings, and anniversaries. The company’s commitment to Canadian-made craftsmanship and nature-inspired design has long set it apart.
Its reissued message in 2025 isn’t just a clever anniversary nod. It’s a reaffirmation of what Birks stands for: enduring quality, timeless beauty, and Canadian pride.
With the addition of “Together with you, proudly Canadian, now and always,” Birks gently reminds customers that it has always been more than a brand—it’s part of the country’s evolving story.
A Message for the Future
There’s something refreshingly grounded about this campaign. In revisiting a 50-year-old message, Birks has shown that legacy doesn’t have to mean staying still. Instead, it can be a compass—pointing us back to what matters most, especially in moments of change.
As Canada continues to evolve, this campaign offers a sense of continuity. It reminds us that progress and tradition aren’t opposites—they’re partners.
So, whether you’ve been wearing Birks for decades or are discovering the brand for the first time, the message is clear: in celebration, in challenge, and in change—Birks is proudly Canadian, now and always.
