James Avery is a popular jewelry store in Austin. James Avery has a wide variety of jewelry to choose from. They have rings, charms, earrings, and necklaces, these products tend to draw the attention from both guys and girls.  

With the kind of dedication and perseverance James Avery had, people knew this was going to become a very successful business.

“My dad was an artistic designer/craftsman who came up with meaningful designs that appealed to everyone.The business really took off when he started designing charms for the local girl camps, which took place in Kerrville, Texas every year. He would design charms that reflected the activities and memories of what the girls did at camp,” Chris, CEO of James Avery said. “Once he realized that his products were becoming successful, he started to sell them at Christian bookstores, and gift shops, where he started to gain attention towards the company.”

Making designs for jewelry isn’t a short and easy process. There a many steps needed in order to come up with a successful and selling design.

“We first determine if we believe there is a market for a particular design. If so, then our team of creative designers began to come up with certain designs,” Chris said. “However, this process could take months, many months to finalize and may go through several design alterations.”

James Avery isn’t just about making money, it takes pride and dedication in what it sells.

“The product can’t just be a design that we think will sell well,” Chris said. “It also has to be one that we would be proud to say we designed and to put our name on it.”

       Although, Chris Avery didn’t start out in the family business right away, he hasn’t regretted joining it ever since. Chris started out in the field of medicine, and was an anesthesiologist for several years before deciding he wanted to take after his dad’s company.

“I enjoy being associated with a company that designs and makes artistic, high quality products,” Chris said. “Many of these designs end up touching people’s lives and represent strong meaning.”

       James Avery started off and still is a family run business. However, being a family business can be challenging. Everyone must work together and get along in order for the business to run smoothly. Being a family business means you can run your company more privately rather than presenting all your company’s decisions to the public.

“By being private, we can make decisions that are more long term rather than short term. In public companies, they are mostly judged by what they do each quarter, by their quarterly financial statements, growth rate and growth plans,” Chris said.  

Overall, James Avery has been a thriving business, and most likely will continue to grow over the years.