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RAPAPORT... Maison Birks expects to open its first store in China, following the Chinese New Year in early 2014. The store will be located at the Xanadu Plaza in the central business district of Beijing and feature branded products, diamond and fashion collections and Maison Birks' certified Canadian diamonds. The Maison Birks store in Beijing will be the brand's first retail location outside of North America. The store design was conceived in partnership with Sid Lee, a Montreal-based design firm with an international reputation, and was inspired by Birks' latest branding and visual platform. "Maison Birks was the first Canadian jeweler to offer Canadian diamonds to its customers, with a guarantee of origin offering the ability to trace the center stones back to the mine in which they were found. Today, we are proud to be celebrating another first by extending our reach to Beijing, China, our brand's debut of establishing a retail location outside North America," said Jean-Christophe Bédos, the president of Birks Group Inc. "Our presence in China highlights our authority as a world-class prestige jewelry brand and offers a link to our recent efforts in rebranding and further developing the Birks brand. Our store will be located in a strategic location at the heart of Beijing's thriving central business district, in proximity to the newly built CCTV Tower," he concluded.
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