Birks bets on new generation

Jean-Christophe Bédos is on a mission to modernize Birks.
As the president and chief executive officer of the 139-year-old Canadian jewelry company, he’s attempting to reinvigorate the historied Quebec-based company. Throughout his past six years with the retailer, Bédos, who boasts a long history with the French jewelry purveyors Boucheron and Cartier, has overseen the introduction of more youthful, “eccentric” and affordable offerings including the Muse Rib