James Avery's 'Designs From Our Archives' Program Drives Sales, Reinforces Artisan Heritage
Texas-based James Avery Artisan Jewelry has launched a monthly 'Designs From Our Archives' collection, catering to its loyal customer base. The program, launched in January, has seen strong sales and has influenced the company's marketing strategy.
The collection reintroduces beloved designs from the company's 70-year history, with each design available for only one month. The program's success can be attributed to several factors. In-store associates, who deal with lines on the first of every month, play a key role in its success. They enthusiastically explain the short-lived products to customers, driven by the company's internal culture of fair pay, stable schedules, and good benefits.
The company's legacy customers, who shop at least 12 times a year compared to the average customer's twice-a-year visits, have embraced the program. The 'Designs From Our Archives' program has also influenced the company's marketing, with an increased emphasis on artisans and crafting in its storytelling. The company's website has been rebranded to reflect this, and stores now feature videos showcasing product manufacturing in Texas.
The 'Designs From Our Archives' program was internally championed by the supply chain team, who worked collaboratively with the company to gain buy-in from the board and executives. With about half of the offerings sold out, the program has proven successful in catering to legacy customers and reinforcing the company's artisan heritage.
