In 1996, Thomas A. Andruskevich, formerly Executive Vice President of Tiffany & Co., joined Birks as President and Chief Executive Officer. By 1998, with a plan for extensive capital investments to remodel stores, a refocused merchandising strategy based on the design and creation of exclusive high quality jewellery and timepieces, and a brilliant contemporary communications campaign, Birks embarked on the exciting adventure of becoming a world-class luxury brand. An important step toward realizing this vision was Birks acquiring a controlling interest in Mayors Jewelers Inc. in 2002.

Mayors, too, has a treasured past and promising future. For Mayors, it has been almost 100 years of milestones. Today, Mayors is a leader in fine jewellery and prestige timepieces in southeastern United States. It is no surprise that Mayors passion for quality, service and exclusive luxury brands was welcomed and embraced by Birks.

As of 2002, Birks and Mayors came together sharing a common vision and philosophy. In November 2005, the two companies were joined as Birks&Mayors Inc.

"Today we stand ready to confidently fulfill our promise of an incredible brand experience in contemporary welcoming environments," declares Andruskevich. "Our products are relevant in terms of today's style, values and aspirations. What we offer is exceptional rather than predictable. It's distinctive styling that is relevant, appreciated and is based on delivering excellence in all that we do."

In 2007, the company celebrated the 100th anniversary of Birks in Vancouver, with the announcement that Birks is the Official Supplier of Jewellery for the 2010 Olympic Winter Games.

This milestone year was also highlighted by several recognition awards given to Mayors in the United States, including the South Florida Journal Business of the Year Award and Greater Miami Chamber of Commerce "Good to Great Award." Tom Andruskevich was also named a Power Player by Florida International Magazine.