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James Avery Unveils New 'Modern Hill Country' Store Concept Focused on Experience

Interior view of a James Avery jewelry store featuring natural materials and a neutral color palette. - nationaljeweler.com

Rethinking Retail Spaces

James Avery Artisan Jewelry is embarking on a significant transformation of its physical retail spaces, introducing a new store concept designed to meet the evolving needs of today's shoppers. The family-owned jeweler is prioritizing personal service, enhanced product discovery, customization options, and a distinct sense of place within its revamped store layouts.

The new store experience aims to blend the convenience of online shopping with the irreplaceable value of in-person interaction. John McCullough, CEO of James Avery, stated, '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. 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.'

'Modern Hill Country' Design Debuts in Schertz

The innovative store concept, dubbed 'Modern Hill Country,' will first be introduced at the retailer’s Schertz Station location in Schertz, Texas. Situated along the I-35 corridor between San Antonio and New Braunfels, this location is strategically chosen to test the design near the brand’s Hill Country roots before wider implementation.

This new aesthetic represents a departure towards a cleaner, more feminine, and contemporary look while remaining deeply connected to the brand’s Texas heritage. Natural materials such as stone, wood, limestone-inspired textures, and handmade tiles are incorporated, complemented by a neutral color palette that ensures the jewelry remains the focal point. The design also pays homage to founder James Avery’s background as a woodworker, with fixtures reflecting a spirit of craftsmanship.

Enhancing the Customer Journey

The redesigned layout is intended to foster a more fluid and intuitive shopping journey. Product displays are strategically placed along the walls to facilitate easier browsing and create a more open sales floor. Large digital screens and dedicated storytelling areas will be used to showcase new releases, seasonal collections, personalization possibilities, and share the brand's rich history with customers.

'Retail remains one of the most important ways people experience James Avery,' explained Karina Dolgin, chief product and revenue officer. '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.'

The company emphasizes that physical stores are evolving beyond mere transaction points. They are becoming crucial spaces for building brand trust, offering meaningful service, engaging customers through storytelling, and empowering them to make more confident purchasing decisions.

Phased Rollout Across Locations

James Avery plans a thoughtful, phased approach to implementing the new design concept across its existing store portfolio. Rather than a uniform renovation plan, the retailer will leverage learnings from the Schertz location and subsequent openings to guide the adaptation of the concept for different markets.

The rollout is set to begin in the fall, with key elements of the new design being introduced in several Texas locations. These include the new Forney store at Village at Gateway, the Commerce Square store in Brownwood, and The Palms shopping center location in San Marcos. This gradual implementation ensures flexibility and allows the brand to refine the concept as it expands.

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