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| Birks & Mayors Inc., through its Birks
brand retail stores across Canada, is reinforcing its commitment to
sustainable and responsible mining with the launch of a distinctive
pin designed to raise awareness and funds for the Canadian Boreal
Initiative (CBI). The non-profit organization works with First Nations,
conservationists and progressive industry to protect Canada’s
vast Boreal Forest, the largest intact ecosystem on the planet and
a vital defense against global warming. Last February, Birks & Mayors became the world’s first luxury jeweller to join environmental, industry, and Aboriginal leaders in their efforts to protect the ecological and cultural integrity of the Boreal region as a signatory of the Boreal Forest Conservation Framework. The company was also the first Canadian jeweller to endorse the No Dirty Gold campaign’s “Golden Rules” created by EARTHWORKS. "We applaud Birks & Mayors’ engagement towards Canada’s Boreal Forest conservation,” said Larry Innes, Acting Executive Director of the Canadian Boreal Initiative. “We thank Birks & Mayors for their leadership and creativity in promoting CBI’s efforts to advance responsible mining in the Boreal and around the world.” |
This fall, Birks will unveil a complete
collection of Boreal-inspired designs in silver, gold, platinum
and diamond. A portion of proceeds from the sale of that collection
will also be directed towards Boreal conservation. Founded in 1879, Birks is Canada’s premier luxury brand and the Official Supplier of Jewellery for the 2010 Olympic and Paralympic Winter Games. For more information please visit www.birks.com. |
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| Based in Ottawa, the Canadian
Boreal Initiative brings together diverse partners to create new solutions
for Boreal conservation and acts as a catalyst by supporting a variety
of on-the-ground efforts across the Boreal by governments, industry,
First Nations, conservation groups, major retailers, financial institutions
and scientists. For more information, please visit: www.borealcanada.ca |
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| No Dirty Gold is an international
campaign to ensure that gold mining operations respect human rights
and the environment. We believe that jewellery retailers can be important
allies in this campaign, and Birks & Mayors is ready to help and
support real mining industry reform. And keep our customers' attention
where it belongs: on the beauty of their gold jewellery. We believe that jewelry retailers have a powerful role to play in helping to clean up the way gold is mined. Because the gold mining industry is dependant on jewellery sales, retailers are in a unique position to drive change in the mining industry. You can find a more about the No Dirty Gold campaign and our latest press releases in the of the No Dirty Gold site, please visit: www.earthworksaction.org www.nodirtygold.org |
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