JAMES AVERY JEWELRY
James Avery is a rare kind of brand. Deeply loved, deeply personal and deeply tied to the stories people carry with them.
Our challenge was helping a cherished Texas jewelry brand prepare for national growth without losing the meaning, memory and craft that made customers love it in the first place.
That meant modernizing a logo that had remained largely unchanged for more than 60 years, then building a campaign platform around the idea that James Avery jewelry is more than something you wear. It is something you remember.
A NEW MARK FOR A BELOVED BRAND
The original James Avery logo was created by James Avery himself, carved into wood and hung outside his first workshop in the Texas Hill Country. For more than 60 years, it remained a meaningful part of the brand’s identity.
But as James Avery expanded beyond its strongest regional markets, the logo needed to work harder for new audiences. The goal was not to erase the brand’s history. It was to carry it forward with a mark that felt more modern, more refined and easier to understand, while still feeling unmistakably James Avery to the people who already loved it.
IT’S YOUR STORY
James Avery jewelry is often bought for a reason: a birthday, a graduation, a new baby, a first cross, a hard season, a fresh start or someone worth remembering.
This campaign featured real customers sharing the stories behind their favorite pieces, showing that James Avery is not just about jewelry. It is about the moments, milestones and memories people attach to it.
THE Charm Event
The Charm Event was one of the brand’s biggest promotional moments, but we wanted it to feel like more than a deal.
To keep the larger story platform alive, we created a series of stop-motion spots where the charms became tiny characters in their own little worlds, telling stories around themes like Texas pride, Mother’s Day, faith and family.
It Starts With A Smile
For holiday, we put the viewer in the position of the gift giver.
The spots used slow-motion reactions to let the audience imagine the story behind each gift, making James Avery feel like a meaningful choice for mothers, daughters, wives, sisters, friends and anyone else who deserves something with a little more heart behind it.