Birks is expanding its business from diamonds to magazines, launching a new title with St. Joseph Media’s content development division, Strategic Labs.

The bi-annual lifestyle magazine, called 1879 by Birks, started as a way for the jewellery retailer to expand the reach of its brand beyond its traditional advertising with fellow St. Joseph Media title, Fashion.

Content will focus on design, travel and food. The majority of advertising in the magazine will be from brands that sell within Birks, but there are opportunities available for external advertisers looking to reach a high-income target audience.

The launch issue of the magazine has 80 pages, with 35-40% of pages being advertising, and 10% of ads coming from external clients. The magazine will have a distribution of 100,000 copies per issue, going out to Birks stores, mailed to key customers and copies placed in private jet terminals, luxury hotels and cultural events like TIFF.

In the U.S. Birks Group owns and operates the Mayors chain of jewellery stores in Florida and Georgia, and the magazine will be called Mayors Magazine there, with a circulation of 50,000.

The first issue of 1879 by Birks is out now, with the second issue coming in September.