Birks Group Inc. has relocated their Maison Birks CF Chinook Centre location. The 4,174 square foot Maison Birks store, developed by Optima Design, is located in the luxury section of the CF Chinook Centre and incorporates rich, dark wood tones, high ceilings and innovative lighting. The new store also includes a 1,117 square foot Rolex showroom with a VIP area.

Floor to ceiling windows showcase the store's offerings which includes Balmain, Birks, Breitling, Cartier, Qeelin, TAG Heuer, Tudor and Wolf. Chaumet fine jewellery and Longines watches, will unveil shop-in-shops in early spring. Birks' own brand of fine jewellery, engagement rings and wedding bands is featured in a 803 square foot shop-in-shop which celebrates the brand's heritage and commitment to Canadian nature and landscape by incorporating light, warm wood tones.

The Maison Birks store at CF Carrefour Laval is also undergoing significant renovations which will be unveiled later this year.