The "ça va bien aller" movement was born out of the pandemic.
Date August 24, 2020
Canadian fine jeweller and retailer Birks has released a new rainbow necklace with a special message born out of Quebec during quarantine.
As people were encouraged to remain at home during the height of the COVID-19 pandemic earlier this year, Quebec residents began to place signs with the message “Ça va bien aller” (which translates to “it’s going to be okay”) and drawings of rainbows in their windows at home and in stores as a way of showing support and strength during the uncertain time. Inspired by this movement, Birks has created the Birks Rosée Du Matin Ça va bien aller Horizontal Bar Necklace.
The 18K white gold necklace features a total of 17 stones (weighing in at 0.19 carats), including three yellow sapphires, three tsavorites, three light blue sapphires, two purple sapphires, two pink sapphires, two rubies and two orange sapphires. It is finished on an 18-inch chain, which can be adjusted to 15, 16 or 17 inches depending on your preference.
The necklace – which is now available for purchase online or in select Maison Birks stores – retails for $650 and 30 per cent of the net proceeds from each necklace sold will be donated to the Canadian Red Cross as they help support the country’s most vulnerable at this time.
Speaking of the design, Birks’ president and CEO Jean-Christophe Bédos said in a release that the brand feels “a responsibility to lift the spirits of those around us during challenging times” and that the necklace “can act as a spirited reminder of a brighter tomorrow.”
Birks is the latest Canadian brand to be inspired by the movement, with Montreal-based outerwear brand Mackage also creating a rainbow version of its cult Krys hoodie earlier this year to help raise money for United Way Centraide.