Birks & Mayors Announces Successor to President & CEO

Montreal (ots/PRNewswire) -

Dr. Lorenzo Rossi di Montelera, Chairman of the Board of Birks &
Mayors Inc. ("Birks & Mayors" or the "Company") is pleased to
announce that Jean-Christophe Bédos, previously of the international
jewellery house Boucheron, has been named successor to the Company's
current President & CEO, Thomas A. Andruskevich. Mr. Andruskevich
announced in September 2011 that he would be leaving the Company in
the Spring of 2012. Effective today and during Mr. Bédos' first 3
months with the Company, he will be the Chief Operating Officer
reporting jointly to Mr. Andruskevich as the President & CEO and Dr.
Lorenzo Rossi di Montelera as the Chairman of the Board, to allow for
a smooth transition. As of April 1, 2012, Mr. Bédos will assume the
role of the Company's President & CEO.

In making the announcement, Dr. Lorenzo Rossi di Montelera said:
"I am very pleased to welcome Jean-Christophe Bédos as the successor
to the President and CEO. His experience as President of one of the
world's most prestigious luxury brands and his extensive knowledge of
the luxury jewellery and timepiece industry will be key assets for
Birks & Mayors as it continues the development of the Birks product
brand and pursues international expansion."

"I am very grateful for Tom Andruskevich's contributions to the
Company, and I am delighted that he will be able to work closely with
his successor to ensure a seamless transition. The Board is very
pleased to see Tom continue as Vice Chairman of the Board after the
transition is complete and to serve on the Board's Executive
Committee," concluded Dr. Rossi di Montelera.

"It is with much pride and enthusiasm that I join Birks & Mayors
as the successor of the President and CEO. Since 1879, with its
strong heritage and reputation, the Company has become a major leader
in the manufacturing and retailing of high-end jewellery and luxury
watches in North America," said Jean-Christophe Bédos. "I am looking
forward to building on the Company's successes, developing our strong
brands, and working with a team of dedicated professionals," he said.

Jean-Christophe Bédos was President and Chief Executive Officer of
luxury brand jeweller Boucheron International, Paris (Gucci Group,
PPR) from May 2004 to June 2011. Previously, he was the Managing
Director of Cartier France from 2002 to 2004, and International
Executive Manager alongside the President of Richemont International
from 2000 to 2002. Mr. Bédos started his career in the jewellery
industry at Cartier in 1988. He holds a Master of Science in
Management from the London Business School, a LLB in International
Law from Université Paris I Sorbonne, a BA (Honours) in European
Business from Trent University, Nottingham and a Bachelor of Arts,
European Business, from Toulouse Business School. Mr. Bédos will be
based at the Company's head office in Montreal, Canada.

About Birks & Mayors Inc.

Birks & Mayors is a leading retailer with 61 luxury jewellery
stores in Canada and the United States. The Company operates 32
stores under the Birks brand in most major markets in Canada and 26
stores under the Mayors brand in Florida and Georgia, 2 retail
locations in Calgary and Vancouver under the Brinkhaus brand, and 1
retail location in Orlando, Florida under the Rolex brand. Birks was
founded in 1879 and developed over the years into Canada's premier
retailer, designer and manufacturer of fine jewellery, timepieces,
sterling and plated silverware and gifts. Mayor's was founded in 1910
and has maintained the intimacy of a family-owned boutique while
becoming renowned for its fine jewellery, time pieces, giftware and
service. Additional information can be found on Birks & Mayors
website, http://www.birksandmayors.com [http://www.birks.com ].

Forward Looking Statements

This press release contains certain "forward-looking" statements
concerning the Company's performance and strategies. Because such
statements include various risks and uncertainties, actual results
might differ materially from those projected in the forward-looking
statements and no assurance can be given that the Company will meet
the results projected in the forward-looking statements. These risks
and uncertainties include, but are not limited to the following: (i)
economic, political and market conditions, including the economies of
the U.S. and Canada, which could adversely affect our business,
operating results or financial condition, including our revenue and
profitability, through the impact of changes in the real estate
markets (especially in the state of Florida), changes in the equity
markets and decreases in consumer confidence and the related changes
in consumer spending patterns, the impact on store traffic, tourism
and sales; (ii) the impact of fluctuations in foreign exchange rates,
increases in commodity prices and borrowing costs and their related
impact on the Company's costs and expenses; and (iii) the Company's
ability to maintain and obtain sufficient sources of liquidity to
fund its operations, to achieve planned sales, gross margin and net
income, to keep costs low, to implement its business strategy,
maintain relationships with its primary vendors, to mitigate
fluctuations in the availability and prices of the Company's
merchandise, to compete with other jewelers, to succeed in its
marketing initiatives, and to have a successful customer service
program. Information concerning factors that could cause actual
results to differ materially are set forth in the Company's Annual
Report on Form 20-F filed with the Securities and Exchange Commission
on July 8, 2011 and subsequent filings with the Securities and
Exchange Commission. The Company undertakes no obligation to update
or release any revisions to these forward-looking statements to
reflect events or circumstances after the date of this statement or
to reflect the occurrence of unanticipated events, except as required
by law.

Image with caption: "Jean-Christophe Bédos, previously of the
international jewellery house Boucheron based in Paris, has been
named successor to the current President & CEO of Birks & Mayors
Inc., Thomas A. Andruskevich. (CNW Group/BIRKS & MAYORS INC.)". Image
available at: http://photos.newswire.ca/images/download/20120104_C211
8_PHOTO_EN_8631.jpg

For further information: Eva Hartling
Director, Public Relations & Events Birks & Mayors Inc.
+1-514-397-2496 [email protected]

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