Birks Group Inc. has finalized a licensing agreement with Canadian jewellery retailer Diamonds Direct. The agreement authorizes Birks to operate the Diamonds Direct brand in the Greater Toronto Area through physical stores and across Canada via its e-commerce platform.

This development follows the opening of Diamonds Direct locations at Square One Shopping Centre in Mississauga and CF Sherway Gardens in Etobicoke, along with a Watches Direct retail concept at Yorkdale Shopping Centre in Toronto. Diamonds Direct has also introduced an expanded engagement ring collection featuring a wide range of designs, now available in stores and through its Canadian and UK websites. The licensing arrangement reflects broader changes in the jewellery retail sector, where companies are increasing their focus on combined in-store and online operations to reach customers nationwide.

“The licensing agreement with Birks is an exciting milestone for Diamonds Direct. We have laid the foundation for the successful operation of the brand with an experienced Canadian retail partner,” said Jordan Sutkiewicz and Michelle Ceresney, co-CEOs of Diamonds Direct. “As part of our global growth initiative, we are evaluating additional licensing opportunities for Diamonds Direct in the United Kingdom, Mexico, Asia, and Europe, as well as for Watches Direct in the United States.”