James Avery Artisan Jewelry Opens First Edinburg Store at Shoppes Rio Grande Valley

James Avery Artisan Jewelry, founded in 1954 in Kerrville, Texas, has grown into one of the state's most recognizable jewelry brands, known for its craftsmanship, quality, and meaningful designs. Now, for the first time, it has a home in Edinburg.

The Kerrville-based jeweler opened its first Edinburg location on Saturday, March 21, 2026, at The Shoppes at Rio Grande Valley, a 485,000-square-foot retail plaza in southeast Edinburg. The new store occupies 3,300 square feet in the former Lane Bryant space at 427 E. Trenton Road, with the remaining half of that space still under negotiation and an official announcement expected soon. The storefront sits between two of the plaza's anchor stores, J.C. Penney and Ross Dress for Less, making it one of the most visible new additions to the center. The Edinburg outpost is the ninth James Avery location in the Rio Grande Valley region, and its arrival was confirmed on social media by Edinburg Mayor Ramiro Garza Jr.

The build-out, which followed TDLR-recorded work involving non-structural partitions, reuse of existing restrooms, and preservation of the existing structure, carried an estimated cost of $550,000. Construction began in December 2025, with completion targeted for March 2026.

John Toic, President of First Hartford Realty Corporation, the developer of The Shoppes, said he was "thrilled" to welcome the brand, adding that James Avery is "a beloved Texas brand with a loyal following" whose addition "further strengthens the diverse retail mix that continues to make The Shoppes one of the region's premier shopping destinations."

Edinburg Economic Development Corporation Executive Director Raudel Garza said, "We are excited to welcome James Avery to Edinburg. This will be their first location in our city, and we know they have been wanting to join our community for some time now."

The store carries the full breadth of James Avery's handcrafted line: sterling silver and 14K gold pieces spanning charms, pendants, rings, bracelets, necklaces, and earrings. The brand's signature categories include nature-inspired motifs, Christian symbols, and custom engravings, alongside a "Create Your Own" jewelry program and birthstone keepsake charms. For a region with deep Catholic and faith traditions, the availability of religious rings and cross-themed pieces in a dedicated storefront carries particular resonance.

Company promotional materials list a Grand Opening Celebration on Saturday, March 28, 2026, separate from the store's March 21 opening. The first 100 customers making purchases on March 28 receive a complimentary James Avery gift. A gift-card drawing, open to anyone 18 or older with no purchase required, accepts entries from March 21 through March 28 at the Edinburg store. Thirty gift cards are up for grabs: twenty-four valued at $50, three at $100, and three at $500. Winners will be drawn on Monday, March 30, 2026, and contacted by text no later than April 1, 2026. Prizes must be claimed in-store at The Shoppes at Rio Grande Valley; any unclaimed prize within 14 days of the drawing passes to an alternate winner.

James Avery is a vertically integrated, family-owned company located in the heart of the Texas Hill Country. The company has more than 100 stores across Texas and the southern United States. Its decision to plant a flag in Edinburg, one of the fastest-growing cities in Texas, reflects both the brand's southward momentum and the Valley's growing appetite for retail that carries a sense of story and place — which, for more than seven decades, has been exactly what James Avery has set out to make.