James Avery Artisan Jewelry's Archives Collection Sells Out, Reviving 'Artisan Voice'
Texas-based James Avery Artisan Jewelry has successfully launched a monthly 'Designs From Our Archives' collection, catering to its legacy customers. About half of the offerings have sold out, and the 'artisan voice' has been restored in the brand. The program, initiated by the company itself, aims to bring the spotlight back on artisans and crafting. It features the reproduction of one retired design per month, available for only one month. This limited nature has sparked increased customer interest, with in-store associates playing a key role in explaining this unique aspect. The collection is the result of a company strategy to connect creative design and tradition, led and realised by the James Avery Artisan Jewelry Design Team. The internal culture, including fair compensation and stable schedules, has contributed to employee enthusiasm for the program. To align with this focus, the company has rebranded its website and emphasised artisan aspects in its marketing. The 'Designs From Our Archives' collection has proven successful, with about half of the offerings sold out. It has brought the 'artisan voice' back to the brand and sparked customer interest. The company's internal collaboration and employee enthusiasm have contributed to this success, with in-store associates playing a crucial role in explaining the collection's unique nature.
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