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  • The success of this Canadian Jeweler solely depend the public's ignorance of any knowledge pertaining to jewelry. In a society where diamonds--an industrial gem--are still purchased at artificially inflated prices and given as gestures of engagement of love, a worthless stone that are abundant as natural crystals, it is no surprise Birks can get away with selling nothing, and turning a profit. It's the most lucrative business model: 'Sell nothing, make a fortune.' The service here is abysmal, the selection is non-existent. The minimum requirement for a jeweler is to fulfill any customer with gemstones that corresponds to their birthstone. If you are able to find something that emphasizes your birthstone, then lucky you. I don't understand how and where Canadian jewelers acquire their designers, maybe there is something along the lines of a 99 year contracts. During the time when 99 year contracts were signed, it was perceived that 99 years meant forever. So, if this is the case, there is no hope for Canada and it's jewelry stores. While the rest of the world far surpasses us in creativity, we have loyalty in an industry where loyalty has no place. Uninspired pieces of vaudeville tack. There is a selection at the rear of the store devoted to displaying lifestyle luxury house items. I say displaying because I never seen anything here being purchased. Champagne flutes, silverware, Montblanc stationary, key chains, all things that have no place in a jewelry store. I've seen antique shops more glamorous. At least at antique stores the merchandise may be of actual value. Just try reselling something you bought from Birks, and soon you'll realize the monstrosity of inflation that the charlatans here get away with. It's not completely the fault of the sales staff, but no guilt can be placed on anyone who directs their dissatisfaction at them, as their nonchalant attitudes which goes into pushing this snake oil can be described as at best: awake. The diamonds here are not certified. They say they certify it, but the certification comes from Birks itself. That's like saying you slept with the hooker because the hooker gave you her word that she's clean. It could be true, but no thanks.
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