Avery in the News

James Avery & The Conservation Fund: The Tree of Promise Pendant

June 2, 2009
by Renee Benson
Envy Magazine

We all know that Texas needs help preserving its wide open spaces for all to enjoy. So what can you do to help? How about stopping by jamesavery.com to buy some jewelry? It sounds too easy to be true but it’s not!

James Avery jewelers have teamed up with the nonprofit organization the Conservation Fund to help protect the state’s land and water resources. The 55-year old Texas-based jewelry company is partnering with the Conservation Fund to support its work through the sale of a specially designed pendant, The Tree of Promise.  Available in sterling silver and priced at $80, a whopping 50% of every sale will go to support The Conservation Fund.  Texas native Andy Jones, director of the Fund’s Texas operations, has worked to protect roughly 150,000 acres in Texas since 1990, most recently adding 6,600 acres to the Big Thicket National Preserve.

With the increased interest in conservation and wildlife these days, the pendant—designed and manufactured in Texas—would be a thoughtful and meaningful gift, with an extra layer of meaning because it’s also a donation to help save the environment. The pendant’s design appeals to both women and men and is suitable for engraving.  Women may prefer the pendant on a silver chain while men may dress it down with leather or rubber cords.

The Tree of Promise pendant depicts a tree inspired by the majestic Cedar of Lebanon, known throughout history for its beauty, strength and endurance. The pendant “symbolizes new beginnings, new hope, and a promise to protect and preserve our natural resources for future generations” explains Chris Avery, chief executive officer and president of James Avery. “As a company, our mission is to share life, love and faith through the beauty of design.  One of our core values is social responsibility and we hope to share a genuine concern for the preservation of these natural resources through this campaign.”

—Renee Benson