James Avery, a totally-Texan brand, just gave us a homecoming mum
On August 17, James Avery Artisan Jewelry dropped a new charm just in time for football season. The next day I bought one (I mean, I had to, right?) A couple weeks later, I received it in the mail after it had been engraved with the word of my choice: MUMENTOUS.
Yes, folks. it’s homecoming mum charm, the first of its kind for the 72-year-old company.
If you’re from Texas, you’re probably familiar with the James Avery brand. As the story goes, in 1954 James Avery started the business in his two-car garage in Kerrville, TX with a $250 investment and some basic tools. Today, the company is still family-owned and Texas-based, designing and selling a wide variety of rings including wedding sets, bracelets, earrings, pendants, necklaces, and charms at hundreds of locations nationwide.
As a “mumologist” (a word I made up), I was curious about how and why James Avery decided to release a homecoming mum charm. Although I wasn’t permitted to speak directly to the designer of the charm, the customer service department responded to my (several) inquiries with this cheerful response:
Me: I’m excited about your release of a homecoming mum charm! Please tell me the backstory! What inspired you to create this charm? Who designed it? Why is it meaningful?
JA: …We're very excited to add the Homecoming Mum Charm to our collection. Many of our designs are inspired either by customer suggestions or by the creativity and vision of our design team. In this case, the charm was created by one of our designers as a way to fill a meaningful place within our active product line. We feel it is a natural addition to our collection.
Our designers often look for meaningful traditions, milestones, and moments that resonate with our customers. The Homecoming Mum Charm was created to celebrate a cherished tradition that represents school spirit, pride, and community. The goal was to capture the excitement and sentiment of homecoming in a keepsake that can be treasured long after the celebration itself.
Because homecoming holds a special place in many communities, particularly here in Texas, the charm was also designed to evoke feelings of nostalgia, accomplishment, school pride, and connection to the memories created during such a significant occasion. As a Texas-owned company, we know how important these traditions are to many families and communities, making this charm especially fitting for us.
…[The charm] has been very well received by guests who appreciate its unique design and significance.
When describing itself on its website, James Avery uses phrases like “lasting value and lasting meaning” and “We believe meaning is what makes jewelry—and life—even more beautiful.”
In other words, James Avery is in the symbolism business.
Homecoming mums are symbols, too. Mums represent a person, a place, a community, a school, and a very particular moment in time that can become even more precious as the years pass. This, I believe, is why James Avery now offers a homecoming mum charm. Because meaning is what makes life even more beautiful.
In case you were wondering, I did not receive compensation from James Avery for sharing this story.
