For James Avery Jewelry, heritage is important. It all started in a small Texas garage in 1954, when founder James Avery began crafting his treasures using only hand tools and bits of copper and silver. The business flourished,
eventually expanding into more than 1,000
designs and 14,000 jewelry products, all
created by hand. Avery traded in the garage
for much larger headquarters in Kerrville,
Texas, and opened more than 80 retail
stores across the country.
Today, the brand has a longtime band of
loyal followers, but wanted to broaden its
demographic reach with a new store pro-
totype. “The intent was to project a unique
brand, almost revered in certain areas of
the country for 60 years, into new markets
and into the next generation of customers
in a fresh and relevant way without los-
ing its authentic character,” says Howell
Ridout, VP of real estate and development
at James Avery.
The stores weren’t right for a younger,
tech-driven consumer, explains Ken Nisch,
chairman of Southfield, Mich.-based JGA.
The design was too traditional, formal even
(think Oriental rugs and fine furniture);
the product was locked away in cases, preventing a consumer from interacting and
touching; and its merchandising lacked
storytelling. JGA’s store design brings the
jeweler into the modern day while paying
homage to its heritage.
“It was important not to walk away from
the legacy and warmth of the brand, but to
just bring it up to date,” Nisch says.
Casual meets upscale
The updated design embodies James
Avery’s founding values of simplicity, integrity, and meaning with a casual-meets-
James Avery’s new design targets next generation of brand loyalists By Lauren Mang
James Avery Jewelry updated its look in five stores with the help of JGA. The new design radiates an earthy, contemporary feel that appeals to
a new generation of customers.