IN BRIEF: Birks Group Launches Collection to Protect the Bees

LEADING CANADIAN luxury fine jeweller Birks Group, introduced the Birks Bee Chic Collection this spring, with all the pieces inspired by the subtle geometry of a honeycomb. The collection features the buzzworthy “Bee Chic For a Cause” bracelet which will donate 100 per cent of proceeds to the Nature Conservancy of Canada to help protect wild bees and other pollinators. “As a heritage rich Canadian brand, it is imperative we give back to our nation,” says Jean-Christophe Bédos, president and chief executive officer of Birks Group. “The Nature Conservancy of Canada is focused on preserving nature in our country, where we often look for the inspiration behind our jewellery designs. Together we hope to make a difference in protecting our country’s most vulnerable natural areas and the species, such as wild bees, that they sustain.”

Shown: Birks Bee Chic Climber Earrings in 18KT yellow gold, $695; maisonbirks.com

LUXE MAGAZINE

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