How James Avery Jewelry won back legacy customers

Core Insights - James Avery Artisan Jewelry is experiencing strong sales but is facing challenges in receiving positive feedback from its legacy customers, who are crucial to the business [1][3] Customer Engagement - The average James Avery customer visits stores about twice a year, while legacy customers shop at least 12 times a year, indicating a significant difference in engagement levels [2] - The company learned that legacy customers were uncomfortable with the rapid shift towards fashion trends, which was identified through direct interactions with store associates [3] Product Strategy - To attract legacy shoppers, the company launched a monthly "Designs From Our Archives" collection, reintroducing beloved designs from its 70-year history, with each design available for only one month [4] - The program required internal collaboration, starting with the supply chain team, to ensure alignment and support from all departments [5][6] Internal Culture and Workforce - The success of the program is attributed to the enthusiasm of in-store associates, who are well-compensated and have stable schedules, fostering loyalty and readiness to adapt to changes [7]