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RAPAPORT... Birks is celebrating the 10th anniversary of its proprietary diamond cut – the Birks Amorique Diamond – with a new marketing campaign and collection that is set to launch on April 1. Featuring actress Rachelle Lefevre of Canada, Birks described the "Brilliantly Different" campaign as the best way to spotlight the anniversary edition Amorique diamond ring.
The new Anniversary Collection includes a vintage floral-inspired diamond ring, a diamond wedding band, available in partway or full eternity, diamond earrings and matching diamond pendant. The Birks Amorique Diamond is best described as a modern version of a cushion-cut that possesses a soft square-shape with curved sides and rounded corners. The Amorique Diamond has a star-like pavilion facet arrangement, all stones were mined in Canada and set in platinum settings.
"The Birks Amorique Diamond epitomizes the highest standards of Birks' craftsmanship. It was created by our artisans a decade ago to achieve extraordinarily brilliance, scintillation and fire – it is unlike anything else on the market," said Jean-Christophe Bédos, the president and CEO of Birks Group Inc. Eva Hartling, the vice president of marketing for Birks Group, added, "We are thrilled to celebrate the anniversary of the Amorique's creation by introducing a limited edition ring worn ever so elegantly by Rachelle Lefevre in our new 'Brilliantly Different' ads. The beautiful redhead (and recently engaged) actress is the perfect representation of today's Birks woman – confident, intelligent and full of joie de vivre."
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