Birks Names Sophie Nélisse as Brand Ambassador

For the campaign, Nélisse wears pieces from Birks’ signature collections, starting with the latest additions to the Birks Dare to Dream collection.

The campaign will continue over the coming year and will feature more Birks collections, including Birks Snowflake and Birks Beekeeper. It will also highlight the personal stories and special memories connected to the jewellery people wear.

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Last month, Birks reported a 15.5% increase in sales to $205.4 million for fiscal 2026. The growth was driven by the acquisition of European Boutique, along with higher sales of Birks-branded and third-party jewellery.

"We are incredibly proud to welcome Sophie to Birks," said Katie Reusch, head of marketing and communications, Birks Group Inc. "She represents a new generation of Canadians who have grown up with the brand and are now creating stories of their own.”

"Growing up, Birks was always one of those names that felt timeless. So now being part of their story feels incredibly meaningful," said Nélisse.

"The pieces I wear most are the ones that have meaning. They're the ones I reach for every day because they make me feel close to the people I love and the moments we've shared.”

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