Birks Launches Ad Campaign Celebrating 10th Anniversary of Amorique Diamond

(IDEX Online News) – Canadian jewelry retailer Birks is celebrating the 10th anniversary of its proprietary diamond cut – the Birks Amorique Diamond –with a new marketing campaign. The “Brilliantly Different” campaign features Canadian actress Rachelle Lefevre.

The new Anniversary Collection includes a vintage-floral-inspired diamond ring, a diamond wedding band, available in partway or full eternity, diamond earrings and matching diamond pendant.

Birks describes the Amorique Diamond as a modern version of the cushion-cut with a soft square shape with curved sides and rounded corners and a pavilion facet arrangement.

“The Birks Amorique Diamond epitomizes the highest standards of Birks' craftsmanship. It was created by our artisans a decade ago to achieve extraordinarily brilliance, scintillation and fire – it is unlike anything else on the market," said Jean-Christophe Bédos, president and CEO, Birks Group Inc.

Birks Group Inc. operates 48 jewelry stores in Canada and the United States.