James Avery to Revamp In-Store Retail Experience
The Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.

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 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.
“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.
The Latest

Bain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.

The exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.

The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.

Colored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.

From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.


Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.

Mildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.

DCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.

Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.

“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.

The jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.

The watch company will design, manufacture, and distribute Kate Spade New York watches.

The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.

The “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.

It’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.

The show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.

Smith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.

Former Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.

The 12-piece capsule collection transforms from brooches to pendants.

A Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.

The new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.

The collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.

Organizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.

Woodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.

A WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.

The founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.

Submissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
























