Birks & Mayors Inc. Reports a 4% Increase in Holiday Sales.

MONTREAL -- Birks & Mayors Inc. (AMEX: BMJ) (the "Company") announced today that net sales increased 4% to $91 million during the 2006 holiday season, the period from November 5, 2006 through December 30, 2006. This compares to net sales of $87 million during last year's holiday season, the period from October 30, 2005 through December 24, 2005. Comparable store sales (stores open in the same period in both the current and prior year and at constant exchange rates) increased 3% during this year's holiday season. The increase in comparable store sales growth was driven by a 9% increase in comparable store sales in the Company's Canadian market, while comparable store sales in the Company's U.S. market decreased by 1% from the prior year.

Thomas A. Andruskevich, President and Chief Executive Officer commented, "We are satisfied with our holiday sales results, which reflected increasing sales momentum as the holiday period progressed. Our Canadian stores performed strongly, as consumers responded favorably to our compelling merchandise assortments, superior client service and innovative marketing campaigns. As expected, our results in the U.S. were affected by the difficult economy in Florida and reduced holiday traffic in this key market. In addition, we are pleased with our post Christmas sales results to date and we believe our assortments are well positioned as we prepare for Valentine's Day. We remain confident in our strategies and our ability to generate strong earnings growth in Fiscal 2007."

About Birks & Mayors Inc.

Birks & Mayors Inc. is a leading operator of luxury jewelry stores in the United States and Canada. The Company operates 39 stores (Birks Brand) across most major metropolitan markets in Canada and 29 stores (Mayors Brand) across Florida and Georgia. Birks was founded in 1879 and developed over the years into Canada's premier retailer, designer and manufacturer of fine jewelry, timepieces, sterling and plated silverware and gifts. Mayors was founded in 1910 and has maintained the intimacy of a family-owned boutique while becoming renowned for its fine jewelry, timepieces, giftware and service. Additional information can be found on Birks & Mayors web site, www.birksandmayors.com.

This press release contains certain "forward-looking" statements concerning expectations for strong sales, success of the Company's 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 Company's ability to maintain strong sales throughout the remainder of the fiscal year, the ability of the Company to maintain strong growth and profitability, the Company's ability to keep costs low, the Company's ability to implement its business strategy, the Company's ability to maintain relationships with its primary vendors, the Company's ability to limit its exposure to currency exchange risk and fluctuations in the availability and prices of the Company's merchandise, the Company's ability to compete with other jewelers, the success of the Company's marketing initiatives, the Company's ability to have a successful customer service program, and the Company's ability to attract and retain its key personnel. Information concerning factors that could cause actual results to differ materially are set forth in the Company's annual report on Form 20-F filed with the Securities and Exchange Commission on July 19, 2006. 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.