Canadian jewellery brand Hillberg & Berk is accelerating its national growth strategy, with a newly opened location at Willowbrook Shopping Centre in Langley, British Columbia marking its 17th store and underscoring a broader plan to reach 30 locations by 2027. The expansion is focused heavily on Ontario and British Columbia, positioning the company to strengthen its presence in key population centres while building a coast-to-coast retail network.
The Langley store represents the latest milestone in what the company describes as a “new wave” of openings that began in late 2024. The location also reflects Hillberg & Berk’s continued investment in physical retail as a platform for brand storytelling, community engagement, and customer experience.
Hillberg & Berk’s expansion in Canada has gained traction through a series of recent and upcoming openings concentrated in both suburban and regional shopping centres. The company opened at Upper Canada Mall in Newmarket in late 2024, followed by a location at Lime Ridge Centre in Hamilton in November 2025. The Langley store adds a Western Canadian presence as the brand continues to scale nationally.
Additional locations are planned for 2026, including Sherwood Park Mall in Alberta, as well as several Greater Toronto Area sites such as Scarborough Town Centre, Hillcrest Mall in Richmond Hill, and Oshawa Centre. This clustering strategy in Ontario, particularly in the GTA, suggests a deliberate effort to build brand density in high-growth suburban markets while leveraging established retail corridors.
The approach aligns with broader shifts in Canadian retail, where brands are increasingly targeting well-performing mid-market malls that continue to benefit from strong local traffic and evolving tenant mixes.
Evolving Store Design Focuses on Experience and Dwell Time
As Hillberg & Berk expands its footprint, it is also refining its in-store experience to reflect changing consumer expectations. Founder Rachel Mielke has indicated that newer locations will incorporate “Sparkle Zones,” dedicated merchandising areas that highlight the brand’s signature Sparkle Ball™ collection.
In addition, stores are being designed with hospitality-inspired seating areas intended to increase dwell time and encourage multi-generational shopping. This experiential approach reflects a growing emphasis across the retail sector on creating environments that invite customers to spend more time in-store, engage with products, and connect with the brand on a deeper level.
The integration of experiential elements into jewellery retail also signals a shift away from traditional transactional formats toward more immersive and socially oriented shopping experiences.
Purpose-Driven Growth Anchors Brand Strategy
A defining element of the Hillberg & Berk expansion in Canada is the integration of purpose-driven initiatives into its retail strategy. The Langley store opening included a local community component, with 5 percent of first-month sales supporting the Ishtar Women’s Resource Society, which provides housing, counselling, and education for individuals impacted by domestic violence.
This localized approach complements the company’s broader “1% for Women” commitment, which allocates at least 1 percent of annual revenue to organizations that support women. Hillberg & Berk also funds grassroots programs such as Girls Forward and Play for More, which aim to address participation gaps in girls’ sports through access to equipment and leadership development.
Rather than treating corporate social responsibility as a separate initiative, the company has embedded these efforts into its core business model, aligning brand growth with measurable social impact.
National Visibility Through Sports Partnerships
Hillberg & Berk has also expanded its reach through high-profile partnerships in women’s sports and Olympic programming. In June 2025, the company was named the Official Jewellery Partner of the Canadian Olympic Committee, a four-year agreement that spans the Milano Cortina 2026 and Los Angeles 2028 Olympic Games.
As part of this partnership, the brand serves as the presenting partner of the Canadian Olympic Team Ring Program, designing commemorative rings for athletes. It has also introduced a Team Canada Sparkle Heart collection, with proceeds supporting athlete development.
Beyond the Olympics, Hillberg & Berk is involved with professional women’s leagues including the Professional Women’s Hockey League and the Northern Super League. These collaborations often include limited-edition products, with a portion of sales reinvested into league growth and athlete support.
The strategy positions the brand within a broader cultural conversation around women’s sports, while also building national visibility through partnerships that extend beyond traditional retail marketing.
From Kitchen Table to National Retail Expansion
Hillberg & Berk’s growth trajectory reflects a broader narrative of Canadian entrepreneurship. Founded in 2007 by Rachel Mielke at her kitchen table in Saskatchewan, the company has evolved into a nationally recognized brand with international reach. Milestones along the way have included an appearance on Dragon’s Den, commissions for Queen Elizabeth II, and its role as an official partner of Team Canada.
As the company continues its expansion, Hillberg & Berk is leveraging both physical retail and strategic partnerships to build a brand that blends commerce, experience, and purpose. With a clear path toward 30 stores and a growing presence in key Canadian markets, the next phase of growth will likely further define its position within the country’s competitive jewellery landscape.
