James Avery, Alpharetta, Georgia

Jewelry retailer James Avery is offering shoppers a more interactive experience, one that connects customers to the brand, at its store in Alpharetta, Georgia.



In creating the next “home” for the 60-plus store chain James Avery, the challenge was to find a way to bridge current customers’ expectations and history with an invitation to new consumers who may not be familiar with the brand.



The prototype design, by JGA, Southfield, Michigan, celebrates the joy of owning, giving and wearing James Avery in a welcoming, casually refined environment. Digital elements were introduced for brand storytelling and to highlight the handcrafted, artisan detailing of the product. Dynamic video screens in the store’s various zones rotate messages related to product features and display views of product from design-to-craft that subtlety share the James Avery history, design philosophy and product offer.