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Birks unveils new heart-shaped pendant designed by Olympic medalist Joannie Rochette
25/10/2010 à 07:49 | General, Press Releases | 13 commentaires |

Birks unveils new heart-shaped pendant designed by Olympic medalist
Joannie Rochette

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.

25/10/2010 à 07:49 | General, Press Releases | 13 commentaires |


  1. Félicitation Jo! Ce bijou va se vendre comme des petits pains chauds! :D

    Comment by David — 25 October 2010 @ 09:28

  2. Joannie it’s beautiful. Birks is lucky to have you as an ambassador.

    Comment by Rick Swanson, New York — 25 October 2010 @ 15:24

  3. Joannie is one of those rare celebrities, sports or otherwise, who always conducts herself with the utmost grace and dignity. This, along with her beauty, talent and charm, makes her a natural for this.

    Comment by John King — 25 October 2010 @ 19:15

  4. Beautiful !

    Comment by Marlene Gregory — 25 October 2010 @ 20:53

  5. It is a beautiful pendant. As soon as I saw it I thought it resembled the pattern of Joannie’s wonderful triple jumps. There is on one better to model it on the photo than Joannie herself. This shows another example of Joannie’s multi-talents and inner beauty.

    We Hope it will be available for purchase in the U. S.

    Comment by David and Maggie Levi — 25 October 2010 @ 22:31

  6. Beautiful pendant for a beautiful woman. I know what I want for x-mas!

    Comment by Jessica — 25 October 2010 @ 23:12

  7. It’s stunning – but I can’t find it on the website? I looked under pendants and necklaces and under silver?

    Comment by Karen — 26 October 2010 @ 10:14

  8. Hi Karen,

    I’m told by Birks that it will be up on the website soon I will try to post something on Jo’s FB fan page! I was also told the pendant would be available in stores on Friday, though it could be in some locations already. Hope this is somewhat helpful!

    Sarah (administrator)

    Comment by admin — 26 October 2010 @ 23:51

  9. A classic piece of art from a first class lady. Reminds me of the stunning performance given at the Olympics in February 2010.

    Comment by James Brown — 29 October 2010 @ 21:14

  10. Joannie what an exquisite design.I would be proud to wear a special piece of fine jewelry and to support the campaign.Is it available yet? I was fourtunate to watch your skate at the Olympics and your gracefulness brought tears to me then to witness a medal around your neck what an honour.In my eyes your the best am hoping to see you in amateur competition in the future.

    Comment by Vivienne Bridgeford — 30 November 2010 @ 17:19

  11. I called Birks downtown Toronto store @ Eaton Centre assosiate mentioned because the piece is so popular you can only order via phone or online they take payment info then place the order in order to receive for xmas orderers are to be placed immediately which are called special order there are no pendants to be seen @ any of the Birks Stores they were all purchased once received such a high demand.Just thought I would post this info.

    Comment by Vivienne Bridgeford — 2 December 2010 @ 09:09

  12. I am in LOVE with that heart necklace! I really should get that for my mom for mothers day because it seems so fitting. I will have to find a Birks jewellers store near me to see if they still have this piece. Thank you for sharing this beautiful piece of jewellery!

    Comment by Lyla Burns — 12 March 2012 @ 15:07

  13. The heart necklace was THE 2012 Christmas present for my wife. She put it on right away and wore it for the rest of the day. Thank you, Joannie and Birks for making this available. The gift box is a true representation of the quality of Joannie, Birks and the pendant necklace.

    Comment by J. Clifford Grant, White Rock, BC — 29 December 2012 @ 21:54

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