James Avery founded the company in in 1954, initially crafting jewelry in a two-car garage in Kerrville, Texas, with just $250 and a desire to create lasting value for others. Mr. Avery believed that meaning is what makes life more beautiful and this concept continues to drive how we design jewelry to this day. In 2007, 53 years after he first founded the company, James Avery officially stepped down as CEO and passed the reins on to his sons, Chris and Paul.
Mr. Avery’s mission was simple: to create jewelry with meaning—both for himself and others. With a focus on creating straightforward designs and a core belief of integrity in all things, his jewelry became more than precious metals and gemstones. Guests came to him with their stories—their special moments—so he could craft them into pieces they would wear with pride for a lifetime. From writing letters to greeting Customers, Mr. Avery prioritized developing lasting relationships with each person who connected with his designs.