James Avery unveils new experience-driven store design
James Avery Artisan Jewelry is debuting a new store design concept that aims to offer a more “fluid” shopping journey.
The family-owned jewelry brand is debuting the new store at the mixed-use Schertz Station shopping center in Schertz, Texas. The Schertz store introduces James Avery's Modern Hill Country design direction, blending the brand's Texas heritage with a “cleaner, feminine, more contemporary retail environment,” according to the company.
"Guests still value the ability to see a piece up close, try it on, personalize it and talk with someone who understands the meaning behind the purchase," said James Avery CEO John McCullough. "Our new store experience is designed for the way people shop today: with more choice, more intention and a desire for service that feels personal and useful."
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Natural materials, including real stone, wood, limestone-inspired textures and handmade tiles are paired with an “airy, neutral” palette that keeps the focus on the jewelry. James Avery says this results in a warmer, more refined store environment.
More products are displayed along the walls to create an open sales floor and make browsing easier. James Avery added that large-format digital screens, designated storytelling areas and layered material details help introduce customers to new releases, seasonal collections, personalization options and the brand's history.
The brand says it will continue to implement the new design model in stores across the country, starting this fall with its new Forney, Texas, location at Village at Gateway, its Commerce Square store in Brownwood, Texas, and the The Palms shopping center location in San Marcos, Texas.
"Retail remains one of the most important ways people experience James Avery," said Karina Dolgin, chief product and revenue officer at James Avery. "Our stores give guests a place to explore, ask questions, personalize designs and connect a piece of jewelry to a moment in their lives. The goal of this new experience is to make those interactions feel more open, simple and meaningful."
James Avery operates over 140 stores in seven states, offering finely-crafted jewelry designs for men and women in sterling silver, 14K and 18K gold, bronze and gemstones. The brand’s jewelry is also available at JamesAvery.com, at 284 Dillard's and Von Maur locations across 36 states, Dillards.com and VonMaur.com.
