James Avery’s Catalog Hits on Seasonal Themes

James Avery, a Texas-based, family-owned jewelry retailer, mails a catalog that evokes seasonal themes.

Mailer Name: James Avery
Date Mailed: March 2016

James Avery sells gold and silver jewelry, gems and leather goods in 73 stand-alone stores, as well as in Dillard’s and online. The cover of the brand's spring catalog shows a woman’s hands wearing jewelry and holding daisies. "sprout. grow. Bloom” it reads.

The first inside spread elaborates fully on the arrival of the new season. “Time to blossom,” the headline reads. The retailer is “celebrating this unique time of renewal.” And, it continues, “inspired by nature and refreshed by faith,” it’s honoring “life’s most important connections.”

Many of those connections are in full display on subsequent spreads.  For example, one spread shows a selection of birthstones that the shopper can incorporate in cross, ring or other jewelry pieces for a loved one. Another offers several demonstrations of how rings can be stacked.

Testimonials that include photos of customers wearing James Avery's jewelry cover another set of pages. Shoppers are encouraged to tag and share their purchases on social media. Another page also builds credibility by detailing “The James Avery Difference.” For example, it notes that with a few artsy exceptions, all jewelry is shown at its actual size.

You can see how the direct mail catalog inspires consumers to shop for new jewelry by downloading a free PDF, courtesy of Who’s Mailing What!.

The Takeaway
Your products and services can make your customers feel good about their relationships as much as themselves.