Canadian jeweller Birks has named actress Sophie Nélisse as its newest brand ambassador as the company launches a national campaign focused on the role jewellery plays in marking significant moments in people’s lives.
The campaign features Nélisse wearing pieces from the company’s signature collections, beginning with new additions to its Birks Dare to Dream collection.
The appointment brings a Canadian actor with an international profile into the company’s marketing strategy as the retailer seeks to connect its nearly 150-year brand history with a newer generation of consumers.
Nélisse, who was born in Montreal and is known for her performances in Yellowjackets and Heated Rivalry, said the brand has been familiar to her since childhood.
“Growing up, Birks was always one of those names that felt timeless. So now being part of their story feels incredibly meaningful,” said Nélisse.
The campaign is built around the idea that jewellery can accumulate personal meaning through the people, places and experiences associated with it.
Through photography and film, the campaign depicts jewellery as a connection between generations and memories. Birks said the campaign will continue over the coming year, with additional features involving its Birks Dare to Dream, Birks Snowflake and Birks Beekeeper collections.
Katie Reusch, head of marketing and communications at Birks Group Inc., said Nélisse’s connection to the brand aligns with its effort to reach younger Canadians.
“We are incredibly proud to welcome Sophie to Birks,” said Reusch. “She represents a new generation of Canadians who have grown up with the brand and are now creating stories of their own.”
For Nélisse, the campaign also focuses on the personal significance of pieces that become part of everyday life.
“The pieces I wear most are the ones that have meaning. They’re the ones I reach for every day because they make me feel close to the people I love and the moments we’ve shared,” said Nélisse.
Birks said the campaign is intended to highlight the role its jewellery has played in Canadians’ lives since the company was established in 1879.
The Montreal-based company operates 17 Maison Birks stores and one Birks boutique, along with its e-commerce business through MaisonBirks.com. The company sells fine jewellery, bridal pieces and luxury gifts.
The campaign launch comes as the company continues to use its Canadian heritage as a central part of its brand positioning, while the addition of Nélisse gives the company a prominent Canadian cultural figure to feature in its national marketing.
The campaign will run over the coming year and will include jewellery from three of Birks’ collections, with Nélisse serving as the face of the initiative.
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