A piece of high-end jewelry is like a flowing poem, twinkling with the starlight of memories in splendor and tied with deep emotions, adding an eternal chapter to the journey of life. Since its inception in 1879, Birks, Canada's top jewelry brand, has been committed to creating elegant jewelry that stands the test of time. The diamonds used in all jewelry designs come from mines in Canada's Northwest Territories and northern Ontario. On the occasion of Canada Day, a day of universal celebration, "Supreme" has the honor of conducting an in-depth interview with the brand's CEO Jean-Christophe Bedos to explore the different challenges faced by this local brand with "blood thicker than water" in Canada, as well as its future development direction.
How have your experiences at Cartier and Richemont influenced and inspired you?
It has been a great honor to have spent 16 years of my career at Cartier and Richemont! I have developed deep personal and emotional connections with Cartier, Richemont, and other great luxury brands. I learned a lot from my experience at Cartier, such as gaining a unique insight into luxury brand management and an appreciation for beautiful design and product quality. For me, being immersed in a world of luxury is an incomparable experience and I can’t imagine anything more wonderful than this.
What would you tell your 20-year-old self?
Chase your dreams! You can only excel in areas where you excel. Be a kind and honest person, open your heart and welcome new friends from different cultures, different backgrounds and new ideas. Generosity is not only about giving, but also about accepting kindness from others.
In your opinion, what makes a successful CEO? What's your secret? What is the most critical mentality for a CEO?
I believe that to succeed in the luxury industry, a CEO must not only be good at managing numbers and financial performance, but also be sensitive to special factors: history, art, design, stories, services, and outstanding talents. As Chief Executive Officer, I see my role as supporting our team and finding happiness and fulfillment for our clients.
Beehives on top of a Montreal office
What new direction are you most excited about for the brand this year?
The launch of our new collection, Birks Muse, is the most exciting thing for me this year. I’m really proud of what the team did in terms of design and storytelling. The "Birks Muse" series not only has good quality, but also embodies the essence of our brand style and excellent craftsmanship. It can be said to reinterpret a refreshing form of luxury that is both optimistic and inspiring.
Jean-Christophe Bedos, Chief Executive Officer of Birks
How do you think working at Birks is different from your previous experiences with other brands?
There are many differences between working for luxury brands in Europe and Canada! The luxury culture in Europe is extremely complex and sophisticated; in Canada, while we may not have the same cultural traditions, Canada is a new land with a diverse culture that is extremely welcoming and inclusive. Canada is a dream country that can bring a whole new culture of luxury to life. It’s a real honor for me that our brand can contribute to such a strong Canadian tradition. While European brands may enjoy wider recognition around the world, Birks has a unique significance that resonates equally across Canada and beyond. It’s all very exciting now compared to my previous position.
Birks Muse earrings
What changes have taken place in the entire jewelry industry after the COVID-19 epidemic?
Since the outbreak of the epidemic, the jewelry industry has undergone great changes, especially in terms of consumer behavior. This marked shift in consumers’ preference for online platforms has forced us to rethink how to deliver the essence of the brand experience digitally. As a luxury brand valued for exceptional service, we are adapting our approaches to respond to this change and meet the needs of our customers in the digital space. Our goal is to provide a seamless and unified experience, ensuring that customers receive high-quality service personalized to their preferences, whether they are interacting with us online or in-store. Currently, Canada's retail industry is being affected by factors such as rising prices, living expenses, and the recovery of the tourism industry, which have greatly affected consumer choices. However, Birks continues to have a profound influence and appeal to consumers due to its long tradition. Our brand's rich history, iconic designs and emotional resonance with special moments ensure our customers remain loyal, enthusiastic and look forward to returning to Birks.
Is the Chinese market particularly important to Birks? What is your strategy to further penetrate and strengthen the Chinese market?
The Chinese market holds special significance for Birks due to Chinese consumers’ love of luxury goods, appreciation of tradition and narrative, and recognition of craftsmanship and traditional values. It is this mutual appreciation that has led to our close ties with the Chinese market. As we work tirelessly to strengthen our presence in China and abroad, we value the importance of active engagement and storytelling. This requires wholeheartedly participating in local events and celebrations, cultivating genuine connections, and expanding our visibility within the Chinese community. In addition, we are also committed to broadening communication channels, interacting with audiences through various social platforms and sharing our brand story with the public. Furthermore, we pride ourselves on providing tailor-made services, including exclusive payment options and a diverse and professional sales team that is fluent in Chinese, to ensure an experience that truly resonates with Chinese customers.
Can you share with us Birks’ vision for sustainability?
At Birks, our commitment to sustainability is rooted in a deep respect for Canada's magnificent natural landscape. Through initiatives such as Birks for Bees, we highlight the vital role bees play in our ecosystem. On the top floor of our Montreal office, we carefully tend two beehives as part of an urban beekeeping project that aims to promote local honey production, pollination, and urban greening. Additionally, we donate 100% of our annual net proceeds to the Canadian Wildlife Federation through our "Birks Bee Chic For a Cause" bracelets to further support conservation efforts. We also partner with like-minded organizations and brands to contribute to the protection and sustainability of Canada's honey bee population. In our pursuit of sustainability, we place great emphasis on ethical and responsible sourcing and are committed to providing conflict-free diamonds and gold, ensuring that all diamonds adhere to Birks’ strict standards. As a Canadian brand, we are deeply inspired by our country’s rich natural resources and adhere to Birks’ values of living in harmony with the environment.
