Birks unveils new heart-shaped pendant designed by Olympic medalist
The new pendant created in support of the “iheartmom” campaign
Montreal, October 25, 2010 – Today at a press event, Birks is unveiling its latest jewellery collaboration with Olympic figure skating medalist and BIRKS brand ambassador Joannie Rochette. The new BIRKS heart-shaped pendant is made of sterling silver and its design evokes the tight twists, polished releases and sweeping turns that are part of Joannie’s graceful movements on the ice. In support of the athlete’s charity of choice, Birks will be donating a portion of sales of the pendant to the campaign “iheartmom”, an initiative of the University of Ottawa Heart Institute aiming to positively influence women’s attitudes and understanding of heart disease and to raise funds for research and treatment.
“It is with much excitement that I collaborated with Birks on the design of this pendant,” says Olympic medalist and BIRKS brand ambassador Joannie Rochette. “Following the 2010 Winter Olympics and after losing my mother to a heart attack, I offered my support the campaign “iheartmom” and became their spokesperson. My vision for this jewellery piece designed with Birks was that of a heart with simple, clean lines, that would represent not only the love I have for my mother, but also the importance of educating women about heart disease,” she concludes.
“We are very proud of our collaboration with Joannie Rochette, who continues to impress us on and off the ice,” says Tom Andruskevich, President and CEO of Birks & Mayors Inc. “This newly-created pendant represents Joannie’s commitment and sensitivity very well. We’re also pleased to be supporting her in her involvement with the “iheartmom” campaign,” he concluded.
The new heart-shaped pendant, designed by Joannie Rochette in collaboration with Birks, is available in Birks stores across Canada, online at www.birks.com as well as www.birksusa.com. The sterling silver pendant, along with its silver chain, retails for $150. As a personal touch, the pendant bears Joannie Rochette’s signature.