Sophie Nélisse named new Birks brand ambassador

Canadian actor Sophie Nélisse has been named the newest brand ambassador for Birks, joining the Canadian jewellery company as she moves through a busy stretch of television work.

Birks announced the partnership Aug. 25 alongside a national campaign featuring Nélisse and jewellery from the company’s signature collections.

The campaign begins with the latest additions to the Birks Dare to Dream collection. Birks says it will expand over the coming year to include its Snowflake and Beekeeper collections.

“Growing up, Birks was always one of those names that felt timeless. So now being part of their story feels incredibly meaningful,” Nélisse said.

Birks says the campaign, presented through photography and film, centres on the memories and personal connections people attach to jewellery.

The partnership arrives while Nélisse has several prominent screen projects underway.

She appeared as Rose Landry in the first season of the Canadian series Heated Rivalry, created by Jacob Tierney and based on Rachel Reid’s bestselling Game Changers books. Bell Media says the Crave series is now available in more than 130 countries. A second season is scheduled to premiere in spring 2027.

Nélisse is also part of the returning cast for the fourth and final season of Yellowjackets. Paramount+ announced Aug. 20 that the series will return Nov. 20.

Another Canadian production is already underway. Nélisse stars as Lucy in Netflix’s upcoming adaptation of Carley Fortune’s bestselling novel This Summer Will Be Different. Netflix announced Aug. 5 that production had begun on the 10-episode series, which is filming in Toronto and Prince Edward Island.

For Birks, the campaign draws on a Canadian history dating to 1879. The company currently operates 17 Maison Birks stores and one Birks boutique, along with its online business.

The current campaign photography features Nélisse wearing pieces from the Dare to Dream collection.