Birks Names Canadian Actress Sophie Nélisse as Brand Ambassador

Birks has named Canadian actress Sophie Nélisse as its newest brand ambassador as it launches a new collection.

Nélisse, known for her performance in Yellowjackets and Heated Rivalry, will star in a campaign showcasing jewelry from the brand’s signature collections, the veteran Canadian jeweler said Tuesday. The launch of the company’s latest marketing initiative coincides with that of its latest collection, Dare to Dream.

The campaign draws from the idea that every jewel carries a story, exploring how pieces reflect the people, places and experiences that shape our lives. Through photography and film, it highlights the moments that give each piece meaning and the way jewelry connects generations through shared memories.

“[Nélisse] represents a new generation of Canadians who have grown up with the brand and are now creating stories of their own,” explained Katie Reusch, head of marketing and communications at Birks.

Over the coming year, the campaign will examine the emotional significance of jewelry through the Birks Dare to Dream, Snowflake, and Beekeeper collections.

“The pieces I wear most are the ones that have meaning,” said Nélisse. “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.”  

Image: Sophie Nélisse and jewelry from Birks’ Dare to Dream collection. (Birks)