Birks Group Inc. has partnered with St. Joseph Communications to launch a new bi-annual lifestyle magazine entitled 1879 by Birks—which happens to be the year founder Henry Birks first opened a small jewelry shop in Montreal. The publication targets readers interested in fine jewellery, travel, food and design.

The Birks Group owns and operates the Mayors chain of jewellery stores across Florida and Georgia, ergo the U.S. magazine will be called Mayors Magazine.

“St. Joseph is thrilled to be working with Birks on this project," 1879’s publisher Douglas Kelly said. "The elegance of the writing and design will strike a chord with the audience and further reinforce Birks and Mayors as leading lifestyle experiences.”

Maryam Sanati, editorial director, special projects for Toronto Life, Nevien Azzam, director of integrated solutions for St. Joseph Media and Tralee Pearce, a former reporter and editor with the Globe and Mail are the talented individuals responsible for bringing the magazine together.

1879 by Birks is a modernly designed glossy magazine with a circulation of 150,000- 100,000 in Canada and 50,000 in the U.S. It will be distributed at Birks and Mayors stores, mailed to the companies’ loyal customers, distributed at cultural events such as TIFF, inserted in the Globe and Mail and distributed in Class A hotels and office towers in Canada, and private jet terminals in Florida. All content, design, advertising and printing is the responsibility of St. Joseph.