The James Avery location in Schertz, Texas, is the first to feature the retailer’s new store concept.
Kerrville, Texas—James Avery is rethinking its store layouts as the role of physical retail continues to evolve.
The Texas-based, family-owned jeweler is introducing a new store concept that focuses on personal service, product discovery, customization, and “a sense of place.”
"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."
The store experience will debut at the retailer’s Schertz Station location in Schertz, Texas. The store, located at 18406 IH-35 N., Suite 500, sits along the I-35 corridor between San Antonio and New Braunfels.
It’s also close to James Avery’s Hill Country roots, allowing the retailer to introduce the new, design-forward concept close to its home market before expanding to future locations.
The new “Modern Hill Country” design is a nod to its Texas heritage with a “cleaner, feminine, more contemporary” aesthetic, said the retailer.
The new store concept honors the brand’s Texas heritage, featuring natural materials and a neutral color palette.
The design pairs a neutral color palette with natural materials, including stone, wood, limestone-inspired textures, and handmade tiles.
The store’s fixtures were designed with a nod to woodworking and craftsmanship, as founder James Avery was a woodworker.
The layout encourages a more fluid shopping journey, said the retailer, with more product displayed along the walls for easier browsing, creating a more open sales floor.
Large, digital screens and storytelling areas will share new releases, seasonal collections, personalization options, and the brand's history with shoppers.
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“The new concept reflects a broader shift in retail: physical stores are no longer just points of transaction. They are places where brands can build trust, offer service, introduce storytelling, and help customers make more confident purchase decisions,” said the retailer.
The jewelry store experience should be easy to navigate, visually open, and connected to the moments that bring guests to the store, said the retailer, like looking for a gift or building a charm bracelet.
The investment in its stores comes at a pivotal moment, said James Avery, as more brick-and-mortar stores are focusing on the customer experience, personalized service, flexible merchandising, and digital integration.
"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."
Key elements of this new concept will slowly roll out to all locations, though every store may not look the same.
“We are taking a thoughtful, phased approach rather than a one-size-fits-all renovation plan, using learnings from Schertz and upcoming stores to guide how the concept comes to life in different markets,” said a James Avery spokesperson.
The transition will begin in the fall, with key elements of the new design concept rolling out in Texas, including its new Forney location at Village at Gateway, the Commerce Square store in Brownwood, and The Palms shopping center location in San Marcos.
James Avery is No.7 on National Jeweler’s 2026 “Top 50 Specialty Jewelers” list, with 144 locations across six states, including Texas, Oklahoma, Georgia, Louisiana, Arizona, and Tennessee.
