1 September 2006

2 SAFE HARBOR This presentation may contain 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 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. 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.

3 COMPANY OVERVIEW Birks & Mayors was formed through a combination of two powerful brands A strong heritage and reputation

4 COMPANY OVERVIEW Distinctive styling in fine quality jewelry and timepieces Consistently superior customer service A compelling brand experience

5 COMPANY OVERVIEW We operate 67 retail stores under two brand names Birks with 39 stores across Canada

6 Mayors with 28 locations in Florida and Georgia COMPANY OVERVIEW

7 For Fiscal Year ended March 2006 Ticker: BMJ Exchange: AMEX Price: $7.25 (9/15/06)  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 COMPANY OVERVIEW

8 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.

9 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

10 4. Superior Brand Experience 3. Vertical Integration 2. Distinctive Product Offerings 1. Powerful Retail and Product Brands COMPETITIVE STRENGTHS

11 THE authority for bridal and fine jewelry in Canada The Amorique Diamond – Birks proprietary stone COMPETITIVE STRENGTHS Distinctive Product Offerings

12 Signature Designers: Esty, Toni Cavelti, Jose Hess and Michele della Valle Position us to offer differentiated and exciting merchandise COMPETITIVE STRENGTHS Distinctive Product Offerings

13 Finest selection of Swiss timepieces COMPETITIVE STRENGTHS Distinctive Product Offerings

14 Exclusivity in Canada with Van Cleef & Arpels, Roberto Coin, Kwiat, and Vera Wang COMPETITIVE STRENGTHS Distinctive Product Offerings

15 Vertical Integration of Design, Manufacturing and Retail Strong quality control with exacting standards Capability to provide customized, uniquely designed jewelry Control over availability of core product Improved merchandise margin Facilities in Montreal, Vancouver, Rhode Island and Florida COMPETITIVE STRENGTHS

16 COMPETITIVE STRENGTHS Creating an emotional connection Offer personalized service Deliver a welcoming luxury environment Our retail brands represent trust and integrity to our clients The Brand Experience

17 GROWTH INITIATIVES Continue to implement initiatives in merchandising and marketing to drive sales Selectively expand store base Improve operating margins

18 MERCHANDISING AND MARKETING STRATEGY Expand Birks product brand Further develop our branded products Emphasize exclusive third-party brands Cross merchandise proven assortments Merchandising

19 Accelerated brand development Targeted and integrated marketing plan Compelling public relations program Marketing MERCHANDISING AND MARKETING STRATEGY

20 STORE EXPANSION Expand square footage by 2-3% per year Evaluate acquisition opportunities

21 GROSS MARGIN EXPANSION  Gross margin opportunities –Products are designed, developed and manufactured internally –Emphasize higher margin merchandise categories –Leverage manufacturing operations

22 LONG TERM GOALS –Increase comparable store sales –Expand square footage –Expand operating margins –Reinvest cash flows –Reduce debt

23 Thomas A. Andruskevich President and CEO Joseph A. Keifer, III EVP and Chief Operating Officer Executive Daisy Chin-Lor EVP and Chief Marketing Officer Michael Rabinovitch SVP and Chief Financial Officer John Orrico SVP and Chief Supply Chain Officer 34 years Experience 26 years 14 years 17 years 10 years 9 years Current Tenure 1.5 years 1 year 3 years Mondi of America, Tiffany & Co. Montgomery Ward, Zales, Bailey, Banks & Biddle Prior Experience Includes Elizabeth Arden Spas, Chanel, Avon Claire’s Stores, Price Waterhouse LLP Tiffany & Co., Krementz EXPERIENCED MANAGEMENT TEAM

24 FINANCIAL OVERVIEW Mike Rabinovitch, CFO

25 FINANCIAL OVERVIEW

26 FINANCIAL OVERVIEW

27 FISCAL 2006 FINANCIAL REVIEW

28 FIRST QUARTER FISCAL 2007 FINANCIAL REVIEW

29 FIRST QUARTER BALANCE SHEET

30 WHY BIRKS & MAYORS? Strong market position Significant growth opportunities Experienced and motivated team

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