For over 100 years, Birks and Mayors have lived by a set of principles that have become the values and the ethics of Birks&Mayors Inc. Paramount among our principles is to fully meet the responsibilities of corporate citizenship by contributing to the well-being of society, and the environment in which it functions.

Operating a successful business in more than 69 stores in North America requires more than providing quality products and services. In order to retain consumer confidence and trust, Birks&Mayors have a responsibility to ensure that our business practices are environmentally sound and that our products are safe and conflict-free.

Since 1879, Birks has set the standard across Canada for quality diamonds providing meticulous grading and was also among the first to support and work with the Kimberley

process insuring the integrity of the diamond supply chain.

The Kimberley Process Certification Scheme is an agreement to eliminate the trade of conflict diamonds. Conflict diamonds (also called blood diamonds) are those mined in a war zone and sold, usually clandestinely, to finance armed conflict and civil wars. Currently, 69 countries participate in an international certification process that accompanies shipments of rough diamonds between parties and would guarantee the diamonds are conflict free.

In May, 1999, Birks initiated a program that would provide complete tracking of Canadian diamonds and became one of the first jewelers to acquire and sell diamonds mined in Canada. Birks is also a signatory of the Voluntary Canadian Code of Conduct for Authenticating Canadian Diamond Claims.