In February 2007, Birks & Mayors Inc. announced its endorsement of the Boreal Forest Conservation Framework, a vision and commitment to the long-term sustainability of Canada's Boreal region. The Boreal Framework was launched in 2003 and is led by the Canadian Boreal Initiative (CBI).

With this announcement, Birks & Mayors became the world's first luxury jewellery retailer to join environmental, industry, and Aboriginal leaders in this ambitious effort to protect the ecological and cultural integrity of Canada's vast boreal forest.

Birks & Mayors also endorses the No Dirty Gold campaign's Golden Rules, a set of social, environmental, and human rights principles to guide more responsible gold production. The No Dirty Gold campaign is aimed at reforming destructive mining practices and is led by the international relief and development organization Oxfam America and the environmental organization EARTHWORKS.

Birks & Mayors is the first Canadian jeweller to endorse the Golden Rules, joining more than a dozen other major international jewellery retailers.