Celebrities and celebration are part of the Birks and Mayors attitude. While Birks diamonds have embellished many red carpet events, the red carpets are often unrolled in front of Birks to greet wonderfully talented performers. Many international stars have attended special functions and tributes hosted by Birks over the years. Oscar Peterson was honored at a private concert at the Birks Montreal store. Andrea Bocelli and Canadian jazz singer Holly Cole have also performed at Birks events. And more than one elegant dancer from the National Ballet of Canada, including Rex Harrington, Kimberly Glasco and Chan Hon Goh, has graced a party at Birks with their presence. In 2005, a new partnership with Birks and Time magazine brought crowds of people out to see superstars Johnny Depp, Tim Burton and Helena Bonham-Carter walk the red carpet outside the Birks store on Bloor Street for the Toronto International Film Festival’s bash to celebrate the launch of The Amorique Diamond®.