Canadian jewellery brand Hillberg & Berk is adding sparkle to a major milestone in Canadian sports. The Regina-based company has been named the Official Jewellery Partner of the Northern Super League (NSL) Playoffs and Final, aligning its message of empowerment with the launch of Canada’s first professional women’s soccer league.
The partnership marks a defining moment both for Hillberg & Berk’s brand story and for women’s sports in Canada, linking two organizations that share a mission of visibility, confidence, and community.
“This partnership celebrates the spirit, strength, and personality of our athletes,” said Marianne Brooks, Vice President of Partnerships for the NSL. “Hillberg & Berk’s mission to help Canadians shine aligns beautifully with our athletes’ journeys. The thoughtful gifting experience they’ve created will make the NSL Final even more memorable for everyone involved.”
A Celebration of Canadian Excellence in Sport
The inaugural NSL Final will take place November 15, 2025, at BMO Field in Toronto. The event represents the culmination of a groundbreaking first season for the six-team league, which includes clubs from Halifax, Montréal, Ottawa, Toronto, Calgary, and Vancouver.
Before kickoff, fans will gather for NSL Fan Fest, an outdoor celebration of Canadian women’s sports that will feature live entertainment, giveaways, and fan engagement experiences. Hillberg & Berk will play a central role in the festivities, bringing its signature style to the event through interactive experiences and exclusive prizes.
The collaboration continues Hillberg & Berk’s growing presence in the sports world following its partnerships with the Canadian Olympic Committee and the Professional Women’s Hockey League (PWHL) earlier this year.
Exclusive Keepsakes for the League’s First Finalists
In true Hillberg & Berk fashion, the NSL partnership goes beyond sponsorship—it’s about storytelling through design. Each member of the two finalist clubs will receive an “Ultimate Winning Necklace”, featuring a Kick Charm, a personalized jersey number, and an initial charm, creating a unique piece that celebrates both the athlete and the achievement.
As part of the brand’s “Share Your Sparkle” initiative, each player will also be given a pair of the company’s signature Sparkle Ball™ earrings, not for themselves, but to gift to someone who has played a meaningful role in their journey—be it a parent, coach, mentor, or loyal supporter.
“The ‘Share Your Sparkle’ movement has been our favourite tradition since the beginning of Hillberg & Berk,” said Rachel Mielke, the company’s Founder and CEO. “It’s about gifting our iconic Sparkle to deserving individuals as a symbol of strength and light. We’ve had the honour of sharing sparkle with incredible women across Canada, and we can’t wait for the NSL to be part of that movement.”
Fans Get Their Own Sparkle
Fans attending the NSL Final will also have a chance to take home a piece of history. Immediately following the playoff match, Hillberg & Berk will release limited-edition “Kick Charm Necklaces”, designed in the colours of the finalist teams.
Proceeds from the sale of the necklaces will go directly toward supporting the Northern Super League’s growth and its community initiatives across Canada. The charms are intended as wearable symbols of pride, celebrating both the sport’s breakthrough and the country’s progress in championing women’s athletics.
A Continued Commitment to Women in Sport
For Hillberg & Berk, the NSL partnership reinforces a longstanding dedication to empowering women through sport, design, and storytelling. Earlier in 2025, the brand launched its Play for More campaign, a purpose-driven initiative that raised funds for the Girls Forward Foundation, spotlighting the steep drop-off rates among girls in sports participation.
The campaign underscored a powerful reality:
- By adolescence, 50% of girls stop playing organized sports.
- 80% of girls who play sports report higher self-esteem and positive body image.
- 94% of women in executive-level positions played sports growing up.
Through these efforts, Hillberg & Berk aims to help close the participation gap while celebrating the achievements of Canadian women athletes at every level.
“We’ve seen our products worn by female athletes across sports for years, often without any official partnership,” said Mielke. “This natural connection between our brand and women in sport inspired us to formalize these relationships and give back to the community that has supported us.”
From Prairie Start-Up to National Brand
Founded in Regina, Saskatchewan, in 2007, Hillberg & Berk has evolved from a small home-based venture into one of Canada’s most recognized jewellery brands. Mielke originally launched the company under the name Urban Pearl Accessories before rebranding to its current identity, drawing inspiration from her grandmother’s maiden names.
The company’s breakthrough came in 2008 when Mielke appeared on CBC’s Dragons’ Den, securing investment from Saskatchewan entrepreneur W. Brett Wilson. The brand quickly gained traction for its vibrant, accessible designs and philanthropic focus.
Hillberg & Berk’s popularity surged after Queen Elizabeth II was spotted wearing its custom pieces, solidifying the brand’s reputation for craftsmanship and meaning. Today, it operates from its Regina headquarters with 15 retail stores across Canada and continues to expand nationally.
Jewellery with a Purpose
Hillberg & Berk’s collections combine artistry with impact. Its Sparkle Ball™ earrings, necklaces, and charms are crafted in sterling silver and gold, often incorporating hand-set crystals or gemstones. Prices remain accessible, with most pieces under $250, making the brand both aspirational and inclusive.
Beyond its products, Hillberg & Berk maintains a deep commitment to community. Through its “1% for Women” initiative, the brand donates a minimum of one percent of annual sales to organizations supporting women’s empowerment and advancement. Partners have included Dress for Success Vancouver, Health Sciences Centre Foundation, and several local shelters and educational initiatives.
Mielke says this blend of purpose and beauty defines the company’s identity. “From the very beginning, our mission has been to empower women to feel confident and celebrated,” she said. “We want our jewellery to carry meaning—whether it’s honouring an achievement, expressing gratitude, or connecting to a bigger story.”
A Growing National and International Footprint
Hillberg & Berk’s influence continues to expand beyond retail. In early 2025, the company announced its role as the Official Jewellery Partner of Team Canada through the Milano Cortina 2026 and Los Angeles 2028 Olympics, a four-year partnership with the Canadian Olympic Committee.
The collaboration includes a custom Team Canada Sparkle Ball™ and commemorative athlete rings designed to celebrate Canadian pride and the power of women in sport.
“It’s incredible to see how far we’ve come from being a small prairie business,” said Mielke. “To now be partnering with organizations like the Canadian Olympic Committee and the Northern Super League—it’s a full-circle moment for us. These partnerships remind us that when women support women, everyone shines brighter.”
Hillberg & Berk plans to grow its retail presence to 17 stores nationwide by the end of 2025, alongside expanded e-commerce operations and wholesale partnerships that will reach customers across North America.
