FALL/HOLIDAY 2015

D EC O DELIGHT THE GALLERIA & SHERWAY GARDENS

OUR quarterly gems THE NORTH I SOLD IT! STAR it’s about time... Largest diamont cut from a stone mined in

DAZZLING TIMES AT MAYORS

SOME HALLOWEEN +FUN! Fall/Holiday 2015 Fall/Holiday 2015

CONTENTS

5 Gold Mine HOLIDAY MESSAGE FROM JEAN-CHRISTOPHE BÉDOS 15 AN EVENING OF FUN, FOOD, AND KNOWLEDGE 7 Baume & Mercier training event in Florida A NOTE FROM THE EDITOR HOLIDAY MESSAGE Deco Delight FROM AL RAHM 16 THE GALLERIA I’M PLEASED TO PRESENT to you the new Birks Section Deco Delight will be about new store open- Quarterly Gems 14 Group newletter… the B&M! I would first like to thank all ings or renovations and everything related to visual dis- of you for your suggestions because they were very useful plays. Section Quarterly Gems will include articles about 8 17 WHO MADE THE CUT? 17 SHERWAY GARDENS to help me find the new name of the newsletter and also the recognition to celebrate employees outstanding perfor- Find out who shined the most during the last quarter title of each section. I would also like to thank Francis Guin- mances during the quarter. Section Behind the Carat will Dazzling Times don and Kim Samson in Marketing for their help. Last but talk about in-store sale stories and everything related to Behind the Carat not least, I want to thank all my contributors for this edi- behind the scenes of a project. Section Gold Mine will 18 tion: Jean-Christophe Bédos, Linda Longo, Al Rahm, Frank include articles about product knowledge, trends, 10 TEAM BOCA RACES Cimilluca, Pierre Bouyer, Deena McNeill, Allana Miller, new products and training in-store. Section Dazzling A HEARTFELT NOTE TO THE FINISH LINE A touching story Event to raise money Grace Reagh, Shirley Good Ingold, Maya Dzombic, Linda Times will be about special activities or events tak- from one of our customers for the Special Olympics Schultes, Neenah Dreslin, Jesse Drago, Mick Howard, Hei- ing place at the office or in-store including charity. The di Boermeester, Greg Fletcher, Sophie A. Lancry & Hélène last Jewelry Box will include short articles or highlights. 12 20 I SOLD IT! A ROYAL AFFAIR Messier because without you, there wouldn’t be a B&M. IT’S ABOUT TIME... Special event to raise money I hope you enjoy reading this edition. A story about the importance of for the Orlando Shakespeare Theatre never giving up on clients Why did we choose the name B&M? We were look- ing for something short and catchy that would sound 14 Jewelry Box good in both English and French… what a challenge! Happy Holidays to all! LOVE THEM, LOVE THEM... This signature represents the strength of both brands, A truly special birthday gift 24 23 what unites us under the Birks Group banner. The letter HALLOWEEN EH? 14 Corporate Office get together B stands for Birks and M for Mayors since this newslet- JUST BECAUSE... for Halloween ter is for all employees, Canadians & Americans alike. Life is a gift that should be celebrated everyday 24 THE NORTH STAR After choosing the name, we decided to separate the Largest diamond cut edition in various sections according to the main theme from a stone mined in Canada of each article. You will find six different sections in this 70 26 edition: Deco Delight, Quarterly Gems, Behind the MARIE-ÈVE LAROCHE AUTUMN CHANGES Carat, Gold Mine, Dazzling Times and Jewelry Box. TRANSLATOR & EDITOR Seasonal Poetry

2 3 Fall/Holiday 2015

HOLIDAY MESSAGE FROM OUR PRESIDENT & CEO

As you all know, we are entering From a Marketing perspective, we launched at the the most crucial weeks of the year beginning of the year the 1879 by Birks magazine in for Birks and Mayors, and I would Canada and the Mayors magazine in Florida that will help like to take this opportunity to per- promote our products, our stores, all of our partner sonally congratulate and thank brands and most importantly, the Birks brand. We also ALL of you for your hard work. reinvented ourselves in our marketing campaigns by associating our collections to famous Canadian faces The year 2015 was a remarkable year recognized worldwide. Singer Kiesza for Rock for our Company; we made important & Pearl and actress Rachelle Lefebvre for decisions and significant investments. Amorique are a huge success throughout Canada. Indeed, we made a strategic decision to sell the Corporate Sales division to our partner Rideau Recognition Solutions. For the Holidays this year, all our stores will This initiative will allow us to focus more on our Retail stores receive an unprecedented stock replenishment of and on our goal to remain the leader in the luxury industry jewelry and timepieces collections as we do not want in jewelry and timepieces in Canada, Florida and Atlanta. to miss any opportunity to achieve our sales goals!

Additionally, we deployed considerable efforts to enhance You worked very hard last year to surpass your- our customers’ in-store experience – including investing in self in November and December and I am confident the renovation of the five Birks stores, and remodeling of that YOU will all be great champions again this year! two Mayors stores in Florida. I would also like to mention that we will soon open the first Van Cleef & Arpels boutique In closing, on behalf of Birks and Mayors, and myself, I in Canada in our West Hastings Flagship store. would like to thank each and every one of you in mak- ing our Company a better place to work, live and learn! On the Merchandising side, this year we launched the new Rock & Pearl collection. Over the last two years, we have Wishing you Happy Holidays and much success! had a huge success with the Rock & Pearl and Bee Chic collections, that will continue to allow us to distinguish ourselves from the competition. We also extended our cur- rent Birks Muse jewelry offering with the promising Muse Ribbon, and successfully relaunched the Salon division.

Finally, I would be remiss not to mention the media buzz surrounding our 15 carat North Star diamond, the largest Canadian diamond ever cut which was sold in our Flagship store in early October.

5 Fall/Holiday 2015

HOLIDAY MESSAGE FROM OUR EXECUTIVE VICE PRESIDENT, RETAIL STORE OPERATIONS

DEAR MAISON BIRKS, professional or member of management. Even when MAYORS AND BRINKHAUS you are able to close a sale on one item, introduce the TEAM MEMBERS, It’s time to client to another team member so they can extend holi- celebrate the holidays! As the 2015 day wishes or congratulations on a purchase. I have seen holiday season approaches, my this type of conversation lead to a second or third sale thoughts turn gratefully to all of you so many times during my career. Never stop selling! who have made our success possible this year. I wish I could thank each I want to thank you for all that you have done this year and every one of you personally. and for what you are about to do in the upcoming weeks! I am very proud of this team - everyone in our This month, our holiday shoppers and clients will stores and in our corporate offices - you are the very best look to us to help them create holiday memories team of professionals that exists in luxury retail today! that their family, friends and colleagues will forever remember. As they do every year, they are looking And when it’s all over, may you find time to to us to help them select the perfect timepieces and enjoy life’s simple blessings that you all deserve. jewelry. We have an outstanding collection of merchan- You have my most sincere thanks! dise and with our knowledge and expertise, we can make this holiday season one that they will always remember. Warm Regards, I realize that the next few weeks will be challenging! In retail, we simply don’t slow down. I know you will work from early morning until late at night many times. I know that you will often skip meals, be late for family gatherings or complete your own holiday shopping at the last minute because you put the needs of our Company and our clients before your own. That’s just one of many qualities that make this retail team the best in the industry.

I need you to continue to do what you do best until we close the gates on December 24. We need to have a great holiday season. We cannot allow one client to walk AL RAHM out of our stores without making a purchase. Anyone EXECUTIVE VICE PRESIDENT who we don’t close, we must turn over to another sales RETAIL STORE OPERATIONS

7 QUARTERLY GEMS QUARTERLY GEMS

BARBARA STERN CHERYL HAYDUK IHAB MIKHAIL KAREN CHORNAWKA ELAINE TOTO

Writer Frank Cimilluca Writer Frank Cimilluca Writer Pierre Bouyer Writer Deena McNeill Writer Allana Miller Director, Retail Stores Director, Retail Stores Department Manager Director, Retail Stores Store Director

Barbara Stern, who we all know as Cheryl Hayduk joined Mayors in 1994 Ihab Mikhail just celebrated his 10 Karen Chornawka joined the Mai- Elaine Toto of Birks Rideau Centre is WHO MADE “Babs”, is a record-setting sales pro- as a part-time sales professional in year anniversary at Maison Birks son Birks Chinook Centre team in a true treasure of our company and fessional in our Mayors store at Boca our Northpoint store in Atlanta. Since by closing a 5 million dollar sale! 2009 and has been a bright star since. we are so proud to offer our congra- THE CUT? Town Center. Babs joined Mayors in then, her career has taken off many Included in this sale was the Karen’s enthusiasm and passion for tulations as she celebrates her 40th Find out who shined 2008 as a Store Manager in our Aven- positive directions. She was promo- famous 15,1 carat diamond, the big- providing the very best experience anniversary with us! She originally during the last quarter! tura store and was promoted to Store ted to a full-time sales professional, a gest diamond ever mined in Canada. possible to every client that walks in started with Birks back in our previous Director of our Broward store. Upon Store Manager in our Buckhead store Proven Million Dollar Writer for the door is nothing short of inspir- Sparks Street location in for closing that store, Babs returned to and today serves as Store Director many years now, Ihab is always ing to everyone on the team. Karen’s the Christmas season and has grown what she loved to do in her career – of our Phipps Plaza store in Atlanta. consistent in his numbers and this positive energy and sparkling person- exponentially throughout the course selling! Babs has written over $1M in Originally from Pittsburgh, Pennsyl- sale is the successful outcome of years ality make every client feel so special, of her time with us. She is known to sales for the last three years at Boca, vania, Cheryl and her husband Ray, of hard work, effort & persistence. like they are shopping with a good be one of the most passionate, car- this past year achieving her record spent time in Raleigh, North Caro- A great example for all the friend not just making a purchase. ing, and positive women you could high and personal best $2,900,000!!! lina before settling in Atlanta, Geor- Montreal team which proves Karen goes out of her way to put meet and she is always eager to come When Babs isn’t at work delivering gia. When Cheryl isn’t driving sales that we can too close big sales! the client first in every decision, and to work to create and celebrate new outstanding client service, she enjoys and building an outstanding team Congratulations Ihab for your consistently demonstrates what true milestones with her team and clients. cheering on the Mets, watching foot- at Phipps, she enjoys antiquing, bik- great performance, we are luxury service really is. Karen is pa- For Elaine, the best part of her job is ball and taking care of Rocky – her ing and her green thumb produces all sincerely proud of you! tient and attentive, and always willing the people she works with, and she 11-year old rescue dog who she abso- some of the most beautiful flowers to contribute all that she can to assist continues to prove this every day by lutely adores! Babs is a devoted daugh- in her absolutely, exquisite backyard her team to achieve their best, and for going above and beyond, showcasing ter, mother and sister with family in garden. Cheryl has one daughter, that, Karen is absolutely loved amongst the true meaning behind exception- San Francisco and New York. Though Melissa, who lives in California. her team and her clients. Thank you al client service (in one of her most one will always find her enjoying When asked what drives her per- Karen for all of your time recent sales she even helped a client to a “healthy lunch” at work, her co- sonal success and enjoyment in life, and efforts and your con- find a place to have her ears pierced workers will tell you about Cheryl believes that one should “take tinuously positive attitude. so that she could wear the perfect pair her super sweet tooth for every task and do it to the best of your of Birks diamond earrings that Elaine chocolate and peanut butter! ability and take every moment that found for her!). Congratulations, Congratulations and thank you, Babs! life offers, and live it to the fullest!” Elaine! We can’t wait to celebrate Congratulations and thank you, many more anniversaries with you! Cheryl! 8 9 BEHIND THE CARAT

A HEARTFELT NOTE

I would like to take this opportunity to acknowledge the it to the ceremony. But it was Cheryl’s offer that was extraordinary service I received from the staff and manage- truly outstanding. Knowing my circumstances, Cheryl ment of the Maison Birks store in Victoria, BC. My partner actually offered to leave work that morning and personally of 7 years and I purchased my beautiful engagement ring set drive my ring from Victoria to the Comox Valley (2.5 hour from Birks on June 6th, 2015 with the help of Cathy. This was drive) to ensure I received my ring in time for my wedding a new experience for us, but Cathy treated us with nothing ceremony! Even though my Aunt was able to pick it up for but respect in explaining all of the important aspects of en- me, I was absolutely amazed at Cheryl’s offer. The offer of gagement ring shopping that we were not familiar with. She driving a 5 hour round trip just to bring me my beauti- was incredibly professional and accommodating, and we ful ring was outstanding. I told all my wedding attendees were beyond pleased with how comfortable she made us feel. of the amazing customer service I received from Maison Birks, and will continue to recommend their products and Although we were already more than pleased with the cus- services to my friends and family for many years to come. tomer service offered to us by Maison Birks, it was the events of July 14th-15th that were truly outstanding. On July 7th, It is rare to experience such exceptional custom- 2015 my father was diagnosed with terminal liver cancer. er service in a time where human interaction is be- Due to my father’s ailing health and our desire to have him ing replaced by online shopping and people are be a part of our wedding, we began planning our wedding choosing cheap products over quality products. for July 15th. Unfortunately, I had sent my new ring away Maison Birks is a reminder that it truly pays to support through Birks to be resized, with it not being scheduled to be local businesses and the value of good customer service. ready until July 15th. I phoned Birks on July 10th to see if it was possible to have the ring back in time, but was told that I will personally be thanking both Cheryl and Cathy it was already in the mail. I was disappointed at the pros- at your Victoria location next time I am in the city, but I pect of not having my ring for my wedding ceremony, but felt it necessary to notify the company of the exception- with my father’s attendance being the most important part, al service I received during such difficult circumstances. I decided not to worry about it and use a substitute instead. Warm regards from two very happy customers, On the morning of July 15th, I received a phone call from the Victoria, BC Maison Birks manager Cheryl to Nadine and Jesse Finlayson let me know that my ring had just arrived. I was thrilled, but the store was a two hour drive from where I was get- ting married. Luckily I had family coming from Victoria that day, so they were able to pick up the ring and bring

11 BEHIND THE CARAT Fall/Holiday 2015

I SOLD IT! IT’S ABOUT TIME...

Story Grace Reagh Director, Salon & Elite Jewelry

In this story “Time is a game played beautifully by one able, Yuki kept in touch explaining the connection of Yuki then continued this momentum with another cli- of our Elite Sales Professionals”. This is an example of how astronomy with watch making. The Midnight Planetari- ent and presented VCAs Des Amoureux “Lovers Bridge” diverse cultures, history, understanding, rarity, fine arts, um Poetic Complication’s dial displays various gemstones AND FOUR “Midnight Dragon” timepieces. All are in- power of the brand and especially superb client development indicating Earth, Saturn, Mercury, Mars, Venus, and credibly beautiful, and are very limited editions. This skills - all combine to create Reasons to BUY. Not only does Jupiter representing the 6 planets visible from Earth in ad- timepiece connoisseur was so thankful that Yuki sur- this group of timepiece sales touch on connections around dition to other symbolisms. Only 20 of these watches have prised him with a set that only he could see in person, this world – it also includes worlds outside our solar system! been made so far – and this is the first one sold in Canada. and told her he appreciated her detail oriented sincerity and elegant treatment so much – he bought ALL of them. Xiaorui Zhu, “Yuki” continually keeps in touch with her clients over many months. With her trusty smart- These two transactions totaled close to a million dollars. phone in hand and constant non-invasive commu- nications – she engaged and elevated two clients into Thank you Yuki – for these out-of–this-world important Van Cleef & Arpels Timepiece aficionados. sales and for making sure these international cli- ents prefers the Maison Birks & VCA door to enter! Yuki’s subtle probing over time revealed her clients’ high knowledge and level of understanding for complicated and limited edition timepieces. When VCA launched limited edition Chinese Zodiac themed extraordinary dial watch sets, Yuki extended a personal viewing appointment for one client. He was highly interested and motivated to collect a set. However, the timing and frame of mind for a purchase was postponed. Yuki did not give up on this client. When a VCA Midnight Planetarium became avail-

12 13 BEHIND THE CARAT GOLD MINE

LOVE THEM, LOVE THEM... Story Jesse Drago, Store Manager Bernardo, Gina Espana’s longtime client at Mayors Dadeland Mall, wanted a special birthday gift for his fiancée Alicia. Gina determined that diamond earrings would be the perfect gift, but there weren’t any in stock at the store which quite fit the bill. Even a search of the Mayors inventory came up short. Gina reached out to Mina AN EVENING OF FUN, FOOD, from JB Star who immediately got on board and sent Gina pictures of beautiful ear- AND KNOWLEDGE rings. In no time Gina selected 4 pairs to be sent to the store. Mr. Bernardo was enthralled with the pair of Fancy Yellow Radiant Cut Internally Flawless earrings, 2.28 CTW. $35,200 later, he is giving his future wife an unforgettable birthday gift. Story Shirley Good Ingold, Alicia contacted Gina to express her gratitude. “I wanted to thank you for your help in Leadership, Learning & Organizational picking out my earrings! They are absolutely AMAZING!!!! Love them, love them.” Development And just as amazing is Gina, who never falters in delivering unparalleled customer service.

JUST BECAUSE... Story Shirley Good Ingold, Leadership, Learning & Organizational Development TRAINING We have talked many times in our training pro- grams about the reasons for celebrating a special Elyse Clarke, Regional Man- occasion with a beautiful timepiece or piece of ex- ager from Baume & Mercier quisite jewelry from Mayors. We know that our hosted an outstanding training clients celebrate birthdays, anniversaries and pro- session followed by dinner on motions with us. Sometimes we are lucky to share October 20 for the teams from in a client’s celebration when they are simply cele- Aventura, Miami Internation- brating life or their love for someone. This is an ex- al Mall and Dadeland Mall at ample of how Sammy Miller, one of our very tal- Seasons 52 on Miracle Mile in ented sales professionals, was able to help a client Coral Gables. After treating celebrate for no other reason than “Just Because.” the group to some outstanding flatbread appetizers and cock- tails, Elyse previewed the new This lady’s husband secretly purchased a Rolex Collections that we can expect for her from Sammy. The husband then sent her to see in our Mayors stores this into our store under the guise of picking up a re- holiday season. She previewed pair he had left. Sammy brought it out and pre- the Holiday incentive plans and sented it to her as a “just because” gift from programs. After dinner, all 21 her husband. She was smiling and speechless. attendees enjoyed some time together planning for the busy Thank you all for making everyday a special day for holiday season. Thank Elyse!! our clients!!! The partnership between Mayors and Baume & Mercier is one that we continuously enjoy Thank you Sammy! and look forward to celebrating!

14 15 DECO DELIGHT DECO DELIGHT

THE GALLERIA SHERWAY GARDENS FORT LAUDERDALE, FLORIDA ONTARIO, CANADA The brand new Mayors store in The Galleria Mall opened on Thursday, The brand new Maison Birks in Sherway Gardens opened on Tuesday, August 27th, 2015. We wish all of the team much success. September 22nd, 2015. We wish much success to all of the team.

HOT HOTEL

Perched on a hill overlooking the Swiss village of Sils-Maria, the Waldhaus is neither fancy nor fashionable. But that’s what makes it perfectly of the moment. A real-life Grand Budapest Hotel that’s been run by the same family since 1908, it’s a retreat for diplomats, artists, and intellectuals. Einstein, Hesse and Jung were regulars. Guests are drawn in by its old world charm and the roster of sophisticated socials (classical music recitals, vintage car rallies, and poetry readings) hosted there. It’s a perfect antidote to the party-hardy scene in nearby St. Moritz. Team from left to right: Tom Gottily, Sandhya Kapoor, Jo-Ann Frey, Coralie Rodriguezwaldhaus-sils.ch/en (Cartier rep), Frank Cimilluca, Neenah Dreslin, Tania Team from left to right: Ash Dhawan, Mary Tomasino, Maya Dzombic, Nimfa Mallari, John McCammon, Phyll Ruy & Aymen Jaffrey. Cavic, Daniel Hernandez & Margaret Proulx. Bottom left: our beautiful Snowflake collection.

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TEAM BOCA RACES TO THE FINISH Story Mick Howard Photos Heidi Boermeester

We were neither “fast” nor “furious” but we really had a great time racing these small gasoline powered go-karts. Boca Store Director; Mick Howard, Gardens Store Director; Garett Woot- ton; Boca Store Manager, Heidi Bormeester, and Boca Sales Pro- fessional John Suida made up the Mayors Race Team. There were 12 Special Olympics sponsor teams and 4 professional race car drivers. With 16 karts on the track the race was very compet- itive. Each of the 4 team members had to make at least 15 track laps and then pit and quickly change drivers. No one was injured but we all had sore arms or shoulders from all the hairpin turns without power steering. It was all in good fun and raised mon- ey for Special Olympics, a wonderful cause. Next year Nascar!!!

18 19 DAZZLING TIMES Fall/Holiday 2015

A ROYAL AFFAIR Story Florida Mall Team

There is simply nothing more rewarding then giving back to our local communities. Our new partnership with the Orlando Shake- speare Theatre allowed us, Mayors Florida Mall, to do just that on September 20th, 2015. When one of our past clients (a mem- ber of the Board) approached us to contribute; our answer was a resounding ABSOLUTELY! We could not be more pleased with the receptiveness of Linda Schultes and Frank Cimilluca. Our teams made this contribution happen for the theater in record time!

The event was certainly a “A Royal Affair” with 300 guests enjoy- ing the evening and through their support the theatre surpassed their goal of $50,000. Mayors generously donated our beautiful long Sparkle earrings which was modeled throughout the evening with much fan-fare! The winning bid was $2,500 during the live auction which led to a very happy wife and husband toasting that evening.

Participating in this wonderful Central Florida event was a won- derful experience. It was simply a team effort making this happen for the theatre and our community. Cheers to Birks and Mayors!

20 21 JEWELRY BOX

HALLOWEEN EH? The Credit team organized a great Halloween get together at the Montreal Corporate Office on Friday, October 30th.

From top left to right: Pui Sum Fong, Harriet Wang, Marco Pasteris, Andres Tirado, Jean-Claude Zakpiombu, YuQing Tang, Jessica Bertot, Sunnia Ali & Michael Chen.

HOT HOTEL

Perched on a hill overlooking the Swiss village of Sils-Maria, the Waldhaus is neither fancy nor fashionable. But that’s what makes it perfectly of the moment. A real-life Grand Budapest Hotel that’s been run by the same family since 1908, it’s a retreat for diplomats, artists, and intellectuals. Einstein, Hesse and Jung were regulars. Guests are drawn in by its old world charm and the roster of sophisticated socials (classical music recitals, vintage car rallies, and poetry readings) hosted there. It’s a perfect antidote to the party-hardy scene in nearby St. Moritz. From left to right: Marie-Ève Laroche, Sophie A. Lancry, Hélène waldhaus-sils.ch/enMessier, Cheryl Jim, Raquel Diaz, Catherine Elkas, Shirley Good Ingold, Kateryne Cantin & Farzana Agtar Mohamad.

23 JEWELRY BOX

THE BEFORE AFTER NORTH STAR Writer Marie-Ève Laroche Translator & Editor

On September 9th, Birks introduced the largest diamond cut from a stone mined in Canada. The North Star, a round brilliant diamond, weighs 15.10 carat, measures 15.87 by 9.77 mm and was cut from a 55.07-carat rough stone extracted from Diavik mine in the Northwest Territories in February. It has a D Colour Grade, SI2 Clarity (Slightly Included) and Excellent Cut Grade, as certified by the GIA. Its Polish and Symmetry are Excellent.

The 15-carat North Star diamond was then mounted by Birks in its Montreal Factory as a ring in platinum setting before it was presen- ted to the public. The media buzz surrounding the diamond was so incredible that it didn’t take much time before an interested custom- er came through our Montreal Flagship store doors to take a look at this beauty. As soon as early October, the diamond was already sold!

24 25 JEWELRY BOX Fall/Holiday 2015

autumn changes

Poetry Greg Fletcher, Clerk, Montreal Distribution Center

I stood there on that mountain top in the cold September air the sun was brightly shinning but it was, in its future that I feared I knew those days were coming that bitterness and cold when fingers numb and feet like ice and of course that runny nose I swept off a stump of autumn leaves then filled my thermos cup as coffee waffed through autumns air too hot for bottoms up I looked around as my mind swayed to the places I had been from St. Zenon and St Michel des Saints and all those other little places within Chutes aux Rats or St Ursules what lovely waterfalls where time stood still in my own mind as I admired the water of it all I could feel a bit of sadness as the summer said goodbye and once more my bones will stiffen on certain days as winter does its try lace up those skates, toboggan down or a brisk walk in the park just don’t forget that Kleenex

You know those runny noses will start Photo: Marie-Ève Laroche

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