James Avery

James Avery is a 65-year-old family-owned company, and they’ve had the same logo from day one. Within the company and with their loyal fan base, it carried a lot of meaning. Mr. Avery himself had created it. He even carved it into a wooden sign that still hangs at their Kerrville, Texas headquarters. But with the goal of becoming a nationwide brand, the old logo was confusing and lacked an appeal for customers looking for modern, sophisticated jewelry. To overcome this challenge, we developed a strategy that provided a clear path for the creation of a new logo that allowed the brand to hold onto its heritage and evolve for a new era. We also created a robust brand style guide that codified everything from colors, fonts, photography, and graphics, to voice and tone for copy.

James Avery jewelry is hand-crated and beautiful, but we knew customers have a deeper relationship with the brand and the pieces they wear every day. Citrus worked with the brand to uncover a unique positioning: Storied Connections. Through interviews and extensive research we discovered that their customers themselves are storytellers, and James Avery provides them a way to express themselves, connect with those they love and hold onto cherished memories. We then translated that insight into messaging that reintroduced the brand to existing customers and attracted an entirely new audience as well.

James Avery is not a promotional-driven brand, and typically offer only one promotion per year: The Charm Event. Representing a huge part of their business, charms offer a unique way to capture a memory and hold onto it forever. A strategic mix of advertising that included TV, radio and social influencer marketing led to the highest promotional event sells in company history.