For Texans and anyone who collects charms, the name James Avery conjures up images of jewelry and keepsakes for special occasions that become heirlooms. Now, customers can experience the brand in a new way: James Avery Artisan Jewelry is opening three new stores in HEB grocery stores in Texas.

The first two locations – a 1,650 square foot location in League City and a 352 square foot space in Portland outside of Corpus Christi – are now operational. The third will open on Oct. 13 in San Antonio, the two companies said in a statement.

Jewelry in a grocery store? It’s different, but not that surprising. Retailers have long shared their spaces with related stores, although many of them focus on food, goods and services, such as eyewear and accessories. In recent years, Walmart has partnered with local businesses such as barbers as well as national brands such as McDonald’s, Taco Bell, and Domino’s. Target has a Starbucks or Pizza Hut in several of its stores.

The idea behind the HEB and James Avery partnership is to make buying James Avery jewelry as convenient as shopping, says Lindsey Avery Tognietti, director of customer service and marketing communications for James Avery.

If someone wants to add a taco-shaped charm to their bracelet or buy a special gift for friends or family, stopping at the local HEB for James Avery is as easy as finding the right lawyer, says Tognietti.

“Like all Texans, we love HEB and are excited to partner with this iconic brand,” she says. “While [customers are] at HEB, they will now be able to add James Avery to their shopping list.

Tognietti says HEB locations offer customers many of their favorite classic James Avery designs, as well as new releases and popular services, including charm soldering and jewelry cleaning. The stores are also convenient pick-up points for customers who have shopped on the brand’s website, officials said.

The two companies share something else besides their dedication to Texas: Both were founded in Hill Country, which customers say on social media they love about the partnership.

Avery himself started the business as a self-taught jeweler in the 1950s. He began working at a garage in Kerrville, Texas, which was owned by his in-laws in 1954, creating religious charms and jewelry. related. He sold his work on consignment to churches and quickly gained a popular following. He recruited more employees and opened his first store in Dallas in 1973. He died in 2018 at the age of 96.

Today, the James Avery Artisan Jewelry business is run by John McCullough, the first non-family member to operate the business. Chris Avery, who took over from his father in 2007, retired in 2019.

James Avery has over 100 locations in four states.

HEB is a venerable Texas grocer who opened his first store in 1905. It now has more than 420 stores in Texas and Mexico, with annual sales of $ 32 billion, according to the company’s website. These stores offer grocery, bakery, deli, fresh produce, flower, meat and other departments in the company’s original and primary store format, the company said.

Above: You can now buy avocados and an avocado charm in one place, as James Avery Artisan Jewelry, a Texas-based family-owned jewelry retailer, is opening stores in the HEB grocery chain. (All photos courtesy of James Avery Artisan Jewelry)

Follow JCK on Instagram: @jckmagazine

Follow JCK on Twitter: @jckmagazine

Follow JCK on Facebook: @jckmagazine