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Quarterly Gems the NORTH I SOLD IT! STAR It’S About Time

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Quarterly Gems the NORTH I SOLD IT! STAR It’S About Time 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 Canada 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 Vancouver 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 Montreal 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.
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