September 2006

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• September 2006

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SAFE HARBOR

• This presentation may contain certain
  forward-looking statements concerning
  expectations for strong sales, success of the
  Companys merchandising, marketing and retail
  initiatives, and continued growth. Actual results
  might differ materially from those projected in
  the forward-looking statements as they are
  subject to various risks and uncertainties. These
  risks and uncertainties include the Companys
  ability to maintain strong sales throughout the
  remainder of the Fiscal year, the ability of the
  Company to maintain strong growth and
  profitability, the Companys ability to keep
  costs low, the Companys ability to compete with
  other jewelers, the success of the Companys
  marketing initiatives, the Companys ability to
  have a successful customer service program, and
  the Companys ability to attract and retain its
  key personnel. Information concerning factors
  that could cause actual results to differ
  materially are set forth in the Companys annual
  report on Form 20-F filed with the Securities and
  Exchange Commission. The Company undertakes no
  obligation to update or release any revisions to
  these forward-looking statements to reflect
  events or circumstances after the date of this
  statement or to reflect the occurrence of
  unanticipated events, except as required by law.

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COMPANY OVERVIEW

• Birks Mayors was formed through a combination
  of two powerful brands
• A strong heritage and reputation

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COMPANY OVERVIEW

• Distinctive styling in fine
  quality jewelry and timepieces

• Consistently superior customer service

• A compelling brand experience

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COMPANY OVERVIEW

• We operate 67 retail stores under two brand names
• Birks with 39 stores across Canada

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COMPANY OVERVIEW

• Mayors with 28 locations in Florida
  and Georgia

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COMPANY OVERVIEW

• For Fiscal Year ended March 2006

• Revenue of 274.3M, 15 increase over prior
  fiscal year

• Comparable store sales increase of 11

• Operating profit 14.7M, 49 increase over prior
  year

Ticker BMJ Exchange AMEX Price 7.25 (9/15/06)
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BRIEF HISTORY

• Birks, established in 1879, is a premier
  designer, manufacturer and retailer of luxury
  jewelry, timepieces and giftware across Canada
• Mayors, founded in 1910, is a leading purveyor
  of fine quality jewelry,
  timepieces and giftware,
  in the southeastern U.S.

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THE JEWELRY INDUSTRY

• U.S. and Canadian markets account for 62.5
  billion in jewelry and watch sales

• U.S. market growing at an average compounded
  annual rate of 4.5 over the past ten
  years

• Fragmented industry with top ten operators
  representing 25 of industry sales

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COMPETITIVE STRENGTHS
2. Distinctive Product Offerings
1. Powerful Retail and Product Brands

• 3. Vertical Integration

4. Superior Brand Experience
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Distinctive Product Offerings
COMPETITIVE STRENGTHS

• THE authority for bridal and fine jewelry in
  Canada

• The Amorique Diamond
  Birks proprietary stone

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Distinctive Product Offerings
COMPETITIVE STRENGTHS

• Signature Designers
• Esty, Toni Cavelti,
• Jose Hess and
• Michele della Valle

• Position us to offer
• differentiated and exciting
• merchandise

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Distinctive Product Offerings
COMPETITIVE STRENGTHS

• Finest selection of
• Swiss timepieces

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Distinctive Product Offerings
COMPETITIVE STRENGTHS

• Exclusivity in Canada
  
• with Van Cleef Arpels,
• Roberto Coin, Kwiat,
• and Vera Wang

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Vertical Integration of Design, Manufacturing and
Retail
COMPETITIVE STRENGTHS

• Facilities in Montreal, Vancouver, Rhode Island
  and Florida

• Strong quality control with exacting standards

• Control over availability of core product

• Improved merchandise margin

• Capability to provide customized, uniquely
  designed jewelry

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COMPETITIVE STRENGTHS
The Brand Experience

• Creating an emotional connection

• Deliver a welcoming luxury environment

• Offer personalized service

• Our retail brands represent trust and integrity
  to our clients

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GROWTH INITIATIVES

• Continue to implement initiatives in
  merchandising and marketing to drive sales

• Selectively expand store base

• Improve operating margins

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MERCHANDISING AND MARKETING STRATEGY
Merchandising

• Expand Birks product brand

• Further develop our branded products

• Emphasize exclusive third-party brands

• Cross merchandise proven assortments

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MERCHANDISING AND MARKETING STRATEGY
Marketing

• Accelerated brand development

• Targeted and integrated marketing
• plan

• Compelling public relations program

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STORE EXPANSION

• Expand square footage by 2-3 per year

• Evaluate acquisition opportunities

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GROSS MARGIN EXPANSION

• Gross margin opportunities

• Products are designed, developed and manufactured
  internally

• Emphasize higher margin merchandise categories

• Leverage manufacturing operations

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LONG TERM GOALS

• Increase comparable store sales
• Expand square footage
• Expand operating margins
• Reinvest cash flows
• Reduce debt

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EXPERIENCED MANAGEMENT TEAM

Executive
Current Tenure
Prior Experience Includes
Thomas A. AndruskevichPresident
and CEO
10 years
Mondi of America, Tiffany Co.
Joseph A. Keifer, IIIEVP and
Chief Operating Officer
9 years
Montgomery Ward, Zales,
Bailey,Banks Biddle
Daisy Chin-LorEVP and Chief
Marketing Officer
1.5 years
Elizabeth Arden Spas, Chanel,
Avon
Michael RabinovitchSVP and Chief
Financial Officer
1 year
Claires Stores, Price Waterhouse
LLP
John OrricoSVP and Chief Supply
Chain Officer
3 years
Tiffany Co., Krementz
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• FINANCIAL OVERVIEW
• Mike Rabinovitch, CFO

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FINANCIAL OVERVIEW
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FINANCIAL OVERVIEW
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FISCAL 2006 FINANCIAL REVIEW
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FIRST QUARTER FISCAL 2007 FINANCIAL REVIEW
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FIRST QUARTER BALANCE SHEET
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WHY BIRKS MAYORS?

• Strong market position
• Significant growth opportunities
• Experienced and motivated team

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