Hillberg & Berk, the Regina-based jewellery brand known nationwide for its vibrant pieces and purpose-driven mission, is preparing for a milestone moment. On December 9, 2025, the company will release the Official Team Canada Jewellery Collection in partnership with the Canadian Olympic Committee. The launch arrives at a time of rising anticipation as athletes and fans look toward the Milano Cortina 2026 Olympic Winter Games, scheduled for February 6 to 22. For Hillberg & Berk, the debut represents both the evolution of a national partnership and the deepening of its long investment in women’s sport and community empowerment.
Hillberg & Berk announced its four-year partnership with the Canadian Olympic Committee in June 2025, a move that formalized years of organic connections between the brand and Canadian athletes. To mark the occasion, the company released the Team Canada Sparkle Hearts, a limited piece that quickly became a fan favourite. The earrings have already sold out three times, generating more than ten thousand dollars in proceeds in support of Team Canada.
“As a brand passionate about community, we have always believed in the power of storytelling, and few stories are as inspiring as those told through sport,” said founder and CEO Rachel Mielke in the partnership announcement. She noted that athletes have worn Hillberg & Berk pieces on the world stage for years as symbols of confidence, strength, and unity. This alignment of values laid the groundwork for a deeper collaboration leading into the 2026 Olympic Games.
The Team Canada Jewellery Collection builds on that momentum, bringing the energy and symbolism of Olympic sport into homes across the country. The new line is designed to be both accessible and aspirational, appealing to dedicated fans and casual supporters who want to celebrate Team Canada in a meaningful way.
Details of the December 9 Launch
The full collection will be released on December 9, with early access beginning December 4 for BerkPerks loyalty members. Pieces include brooches, studs, hoops, charms, necklaces, and rings. The designs highlight familiar Canadian elements such as maple leaf motifs, rich reds, and Hillberg & Berk’s signature sparkle. Each item arrives in custom red velvet packaging that mirrors the brand’s luxury aesthetic and its attention to detail.
Twelve percent of all sales from the Team Canada Jewellery Collection will go directly to support Team Canada. That financial commitment forms a key part of the brand’s strategy as it positions itself more prominently within the national sports landscape. The funding will help the Canadian Olympic Committee deliver programs that foster athlete development and expand opportunities for young people to participate in sport.
The Face of the Campaign: Maïa Schwinghammer
To bring the new collection to life visually and narratively, Hillberg & Berk partnered with freestyle moguls skier Maïa Schwinghammer. Born in Saskatoon and now competing internationally, Schwinghammer represents the energy and ambition of a new generation of Canadian athletes moving confidently toward Milano Cortina 2026.
“Representing my country on the world stage has been my dream since I was a kid, and I feel incredibly lucky to be living it,” said Schwinghammer. “My favourite quote is, ‘What a blessing it is to be challenged in a pursuit of your own choosing.’ I live by that.”
The Team Canada Jewellery Collection is positioned as both a celebration of athletes like Schwinghammer and a way for fans to share in the Olympic journey. Each piece is designed to capture the spirit of dedication, pride, and personal expression that defines Team Canada. For the brand, featuring an athlete from the Prairies underscores its Canadian roots and the universality of its message.
A Strategic Commitment to Women’s Sport
The collection is part of a broader and increasingly visible sports strategy for Hillberg & Berk, one that places a significant emphasis on supporting women across all levels of sport. The company has built a portfolio of partnerships that spans elite Olympic athletes, professional leagues, and grassroots programs focused on increasing participation among girls.
Its four-year partnership with the Canadian Olympic Committee includes more than the Team Canada Jewellery Collection. As the Official Jewellery Partner of Team Canada through Milano Cortina 2026 and the Los Angeles 2028 Olympic Games, Hillberg & Berk will also produce custom commemorative rings for all athletes. In addition, the company has aligned with the Northern Super League as the Official Jewellery Partner of the first professional women’s soccer league playoffs and final. This relationship includes the creation of winning necklaces for players and limited edition fan pieces that provide financial support for league growth.
Hillberg & Berk’s expanding sports presence also includes work with the Professional Women’s Hockey League and a number of philanthropic initiatives. Programs such as Play for More and Girls Forward address the fact that many girls leave sport in adolescence due to limited access and lack of support. The brand designs capsule jewellery pieces that help fund organizations focused on skill building, leadership, and confidence for girls. At least one percent of the company’s annual sales supports women-related causes, with a portion directed specifically to girls’ and women’s sport.
Purpose at the Heart of the Brand
Hillberg & Berk was founded on a philosophy of empowerment, with a mission to help women express themselves with authenticity and purpose. This mission fits naturally with the narratives emerging from the Canadian sports community, especially as women’s sport receives more attention and investment both nationally and globally.
The company notes that many female athletes began wearing its jewellery independently, long before formal partnerships were established. For Hillberg & Berk, these early connections signaled an opportunity to support a segment of the sports world that continues to face funding and visibility gaps. By turning these relationships into formal partnerships, the brand not only acknowledges the role athletes played in its growth but also reinforces its commitment to elevating women’s sport.
The Team Canada Jewellery Collection is an extension of that philosophy. Through design, storytelling, and financial contribution, the collection transforms sponsorship into something tangible, allowing fans to carry a piece of the Olympic narrative with them. For Hillberg & Berk, the goal is to ensure that the jewellery becomes more than an accessory, functioning instead as a symbol of pride, inspiration, and shared national enthusiasm ahead of Milano Cortina 2026.
Looking Ahead to Milano Cortina 2026
As the countdown to Milano Cortina 2026 begins, Hillberg & Berk is preparing to play a visible role in the uniforms, wardrobes, and personal style of Canadian athletes. The brand expects its pieces to appear both in competition and in the broader presentation moments that accompany the Games.
The Team Canada Jewellery Collection is expected to resonate with consumers across the country during the holiday season and into the Olympic year. With themes of national pride and personal expression woven throughout the campaign, the launch serves as an early celebration of what many hope will be a strong showing for Team Canada in Italy.
The collection also reinforces the role retail partnerships play in amplifying sporting culture in Canada. Hillberg & Berk’s alignment with the Canadian Olympic Committee comes at a time when fans are increasingly interested in supporting organizations that reflect their values. With a clear mission and a purposeful approach to storytelling, the brand is positioning itself as both a retailer and a cultural contributor in a moment of heightened excitement for Canadian sport.
