James Avery Artisan Jewelry Debuts New Store Layout at Schertz Station
New store layout brings everyday jewelry, Hill Country design and an enhanced guest experience to the growing Schertz community
June 13, 2026
James Avery Artisan Jewelry, the beloved family-owned jewelry retailer based in the Texas Hill Country, will open a new store in Schertz Station in June, giving guests another convenient place to shop finely crafted jewelry, everyday pieces and personalized designs.
Located at 18406 IH-35 N., Suite 500, the new store will be part of Schertz Station, a mixed-use development with dining, retail and residential space. Positioned along the growing I-35 corridor between New Braunfels and the Schertz/Cibolo area, the location was selected to better serve communities and provide easier access for guests who currently shop surrounding James Avery stores.
The Schertz Station store will be the first James Avery location to feature the brand’s new store layout, a refreshed in-store experience designed to make shopping easier, more open and more reflective of the brand’s Hill Country heritage. The updated layout will serve as the model for future James Avery stores.
The new design introduces a “Modern Hill Country” feel through natural materials, including real stone, wood, limestone-inspired textures and handmade tiles, paired with a fresh, airy and neutral palette that keeps the focus on the jewelry. Guests will notice a more open sales floor, product displayed along the walls for easier browsing, large-format digital screens, designated storytelling moments and design details that nod to the company’s legacy, including a brass floor plate marking “Est. 1954.”
The store also brings elements of the James Avery experience closer to guests, including partially visible product care from the sales floor and fixtures inspired by woodworking and craftsmanship — a meaningful connection to founder James Avery, who was a woodworker. The result is an inviting, feminine and contemporary space designed to feel warm, easy to navigate and rooted in the brand’s Texas story.
“As the first location with our new store design, Schertz Station gives us the opportunity to welcome guests into a space that reflects where James Avery began and where we’re headed,” said CEO John McCullough. “Schertz is part of a fast-growing area close to our Hill Country roots, and this store was designed to make the guest experience feel open, personal and easy, to make any design your own.”
Guests visiting the new Schertz Station store can shop a wide assortment of James Avery designs, including classic charms, rings, earrings, necklaces and bracelets made for everyday wear and gifting. The store will also feature seasonal lines like the officially licensed college collection, pieces for Dad ahead of Father’s Day, and San Antonio-area favorites, including designs inspired by Fiesta, the Alamo and James Avery’s collaboration with Whataburger.
As James Avery continues to grow, the company remains focused on serving its Texas neighbors and investing in communities close to its Hill Country roots. The new Schertz Station store will help meet demand from longtime guests and new shoppers across Schertz, Cibolo, New Braunfels, San Antonio and surrounding communities, while adding to the area’s growing retail landscape.
WHEN: June 13, 2026
WHERE: James Avery Artisan Jewelry, Schertz Station, 18406 IH-35 N., Schertz, TX, 78154
ABOUT JAMES AVERY
James Avery is a vertically integrated, family-owned company offering finely crafted jewelry designs for men and women in sterling silver, 14K and 18K gold, bronze and gemstones. James Avery jewelry is designed in the Texas Hill Country, with more than 90 percent of our pieces crafted in Texas using the finest materials sourced worldwide. We are a multi-channel retailer with over 140 James Avery stores in seven states. Our jewelry is also available at JamesAvery.com, at 284 Dillard’s and Von Maur locations across 36 states, Dillards.com, and VonMaur.com. You can also find our designs at airport stores in Houston and Nashville.
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