Birks is big on Canadian pride and is, now more than ever, positioning itself as your go-to Canadian jeweller. They have Jenn Heil, Joannie Rochette and most recently, Jessica Mulroney as key brand ambassadors. Jenn Heil and Joannie Rochette are both medalists from the 2010 Vancouver Olympics; Jenn won Silver for Women’s Moguls and Joannie won Bronze for Women’s Figure Skating. Not only are these women examples of athletic excellence on the international stage, their grace under pressure is inspiring. Who could forget Joannie Rochette’s competition just 2 days after her mother died from a sudden heart attack?
Jenn Heil’s sterling silver collection has a clean and simple look. Her collection plays with circles of various sizes and textures that symbolize her ingrdients for success: Team, Joy, Courage, Focus and Dream. My pick from her collection are these drop earrings:
It’s playful with circles of different sizes, shapes and textures. I like how they hang individually at different lengths and move freely.
Joannie Rochette’s collection is smaller and a portion is donated to her “iheartmom” campaign. My pick from her collection is the charm bracelet:
Last but certainly not least, Jessica Mulroney is Birks’ style expert. Jessica Mulroney comes from the Brown’s Shoes empire and is married to eTalk host Ben Mulroney, who is Brian Mulroney’s son. She’s a Canadian socialite and recently came on with Birks to share her style secrets, jewellery essentials and her favorite designs. In addition to the style videos – which were obviously filmed in a big empty white room (please put her in a nicer setting with softer, more flattering light and at least use a voice-over so we don’t hear the echo!). I think Birks can highlight this relationship and really capitalize on it if she had a twitter account or style blog for Birks. She would be able to connect with people, they can questions and really build on that interaction. Marketing/PR is about engaging the public and being personable, isn’t it?
Birks’ new positioning as your Canadian jeweller and go-to for Canadian Bling is re-defining their image. But if they really want to get noticed, they need to highlight their key partnerships and capitalize on it!