One of the few remaining icons of Canadian retail, Birks caters to an established crowd that doesn't mind paying full-on retail for fine jewellery.
Service is informed and formal. Designs are safe. Even sterling silver options are at the outer limits of affordability. A great selection of watches, all of which can be found elsewhere at much better prices.
If you're the sort who values the tradition that comes with small blue boxes, plush carpets and polished wood display counters, Birks is a great option. If you'd rather try for more bang for your jewellery buck, I'm sure you can find a hook-up who can design something fantastic for much less. I know I did :)