James Avery Artisan Jewelry is debuting a new store design concept that aims to offer a more “fluid” shopping journey.
The family-owned jewellery brand is debuting the new store at the mixed-use Schertz Station shopping centre 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, personalise 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.”
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 jewellery. James Avery says this results in a warmer, more refined store environment.
More items 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, personalisation 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 centre location in San Marcos, Texas.
