Birks Reinforces “Birks for Bees” Initiative with New Partnership and Purpose-Driven Collection

A portion of proceeds from the Birks Beekeeper collection will support pollinator habitat restoration across Canada.

Montreal, QC (April 24, 2025) – Birks, Canada’s leading fine jewellery brand, is strengthening its environmental commitment with the launch of the Birks Beekeeper collection and a new national partnership with Pollinator Partnership Canada. This collaboration marks the latest evolution of the Birks for Bees initiative and will directly support pollinator habitat restoration efforts across the country.

Together, Birks and Pollinator Partnership Canada—a not-for-profit dedicated to protecting pollinators—are launching a nationwide seeding program to help plant bee-friendly flowers in community gardens, municipal spaces, and public areas. This initiative is designed to help combat habitat loss and support biodiversity by restoring essential ecosystems for bees and other pollinators.

“Nature has always been at the heart of Birks—both as a source of inspiration and a responsibility we take seriously,” says Katie Reusch, Senior Director of Marketing & Communications, Birks Group Inc. “The Birks Beekeeper collection, together with our partnership with Pollinator Partnership Canada, reflects our ongoing commitment to protecting pollinators and supporting the ecosystems that sustain our future.” Central to the initiative is the new Birks Beekeeper collection—refined, purpose-driven designs inspired by the quiet strength of nature’s caregivers: bees, beekeepers, and everyday guardians. Among the new pieces, the Birks Beekeeper Charity Bracelet stands as a powerful symbol of care and collective action, with 100% of proceeds supporting Pollinator Partnership Canada’s seeding program. To further amplify the impact, a portion of proceeds from the entire collection sold throughout May, in honour of World Bee Day on May 20, will also be donated to support pollinator conservation efforts nationwide. (April 24, 2025) – Birks, Canada’s leading fine jewellery brand, is strengthening its environmental commitment with the launch of the Birks Beekeeper collection and a new national partnership with Pollinator Partnership Canada. This collaboration marks the latest evolution of the Birks for Bees initiative and will directly support pollinator habitat restoration efforts across the country.

Together, Birks and Pollinator Partnership Canada—a not-for-profit dedicated to protecting pollinators—are launching a nationwide seeding program to help plant bee-friendly flowers in community gardens, municipal spaces, and public areas. This initiative is designed to help combat habitat loss and support biodiversity by restoring essential ecosystems for bees and other pollinators.

“Nature has always been at the heart of Birks—both as a source of inspiration and a responsibility we take seriously,” says Katie Reusch, Senior Director of Marketing & Communications, Birks Group Inc. “The Birks Beekeeper collection, together with our partnership with Pollinator Partnership Canada, reflects our ongoing commitment to protecting pollinators and supporting the ecosystems that sustain our future.” Central to the initiative is the new Birks Beekeeper collection—refined, purpose-driven designs inspired by the quiet strength of nature’s caregivers: bees, beekeepers, and everyday guardians. Among the new pieces, the Birks Beekeeper Charity Bracelet stands as a powerful symbol of care and collective action, with 100% of proceeds supporting Pollinator Partnership Canada’s seeding program. To further amplify the impact, a portion of proceeds from the entire collection sold throughout May, in honour of World Bee Day on May 20, will also be donated to support pollinator conservation efforts nationwide.