Nearly 50 years ago, Birk launched a campaign marking national heritage. The campaign appeared as full-page advertisements in newspapers, reflecting on the country’s unity and resilience.
The original advertisement read:
“We are too young not to be enchanted with what’s ahead. Not naïve enough to be unaware of growing pains. And certainly not so old that we consider every setback a mortal blow. Our future is exciting because it is built on the kind of dialogue which must inevitably become constructive and progressive. Let us all look upon this moment as a gift to widen our ability to understand… and broaden our capacity to think as big as the country in which we live.”
Reintroducing the Message
On 5 March, Birks reintroduced this campaign, stating that its message remains relevant. The reprint included a new tagline: “Together with you, proudly Canadian, now and always.”
Alongside the advertisement, Birks released a video on social media featuring historical Canadian events, including Hockey, Expo ’67, Canadian Olympic athletes, and Canada’s 150th anniversary, as well as Canadian landscapes that have influenced some of the brand’s jewellery designs.
Katie Reusch, Birks’ Senior Director of Marketing and Communications, commented:
“As a proud Canadian company, we feel it is important to state our values and stand with all Canadians.”The campaign has tapped into a wellspring of national pride, receiving nearly 1 million views on social media so far. “It is so inspiring to read the comments people have shared that reflect an inspired and unified Canada. That as a country, we believe in a strong future.”
Few comments posted on Birks’ social media states:
“When my mother was graduating university in the 1930s, her parents wanted to give her a special piece of jewellery. They lived in rural Manitoba, but they had a catalogue from Birks. The store in Winnipeg sent them two sets to choose from! All on an honour system. They chose an absolutely stunning necklace and bracelet with green and blue stones that she wore on every special occasion, and multiple generations since have worn on our wedding days.”
“Thank-you for reposting. My late uncle’s 1928 signet ring, my late mother’s 1946 diamond ring and wedding band, my 1980 wedding band-all Birks. Thank-you. I wear them with pride.”
“We have a deep affection for Canada, a country that fills us with pride and joy. The beautiful landscapes, diverse cultures, and welcoming communities make us proud to call ourselves Canadian. With its iconic maple leaf and rich heritage, Canada holds a special place in our hearts.”
Public Response and Collection Relaunch
The campaign has received strong engagement, with the video nearing one million views on social media. Some commenters shared personal experiences of acquiring Birks jewellery, reflecting on the brand’s long-standing presence in Canada.
In response, Birks plans to relaunch its maple leaf jewellery collection, with a brooch expected to be introduced this spring.
Industry Implications
For jewellers, this campaign illustrates how established brands can draw on heritage to maintain customer engagement. The upcoming maple leaf collection suggests a continuing demand for jewellery with cultural significance, which may be a factor to consider in future collections and marketing strategies.
