RETAIL WATCH

James Avery brings new store concept to first Schertz store

James Avery's first Schertz store is now open.

The buzzy Schertz Station development has added another jewel to its crown. James Avery Artisan Jewelry, the Texas accessories chain known for its charm bracelets, is now open at 18406 IH 35 N.

The Kerrville-based retailer sells popular designs like initials, animals, hearts, and flowers, alongside ornaments with a more Texan twist. A variety of Texas-shaped charms are available, plus Lone Star icons like cowboy hats, bluebonnets, and tacos.

Those who want to keep it puro San Antonio can also pick up a few items specific to their hometown. James Avery has partnered with Whataburger for a fun enameled set, and offers city-specific charms like one that says "Viva Fiesta" and another that depicts The Alamo. The concha and tamale charms have their own 210 bona fides.

In addition to being the first Schertz location, the new store introduces the brand’s “Modern Hill Country” design, a new initiative to make its boutiques warmer and more shoppable.

"Retail remains one of the most important ways people experience James Avery," said Karina Dolgin, chief product and revenue officer, in a release. "Our stores give guests a place to explore, ask questions, personalize designs, and connect a piece of jewelry to a moment in their lives.”

Although James Avery has expanded outside of Texas, the family-owned business is still rooted in its home state. The brand is designed in the Hill Country, and more than 90 percent of its jewelry is made in Kerrville, Comfort, Hondo, and Corpus Christi, according to the company.

The Schertz location opened on June 13, but it is celebrating its grand opening on June 20. The first 100 customers to arrive that day will receive a free gift with purchase. Fans can also stop by the store to enter to win one of 30 gift cards through the celebration date.

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OPENING ALERT

Bulverde's Tejas Rodeo Company lassos in new Western wear shop

Tejas Company Store/ Facebook

The Tejas Company Store is now a full Western boutique.

Bulverde's Tejas Rodeo Company is roping in a new attraction. The popular Hill Country destination, known for its Saturday Night Rodeo and steakhouse, will open its Tejas Company Store with a ribbon-cutting and public celebration on June 12.

The Company Store started as a concession stand selling hats, koozies, and other merch. Now, it’s a year-round boutique stocking boots, apparel, and accessories from heritage Western brands including Stetson, Wrangler, R. Watson, Ariat, and Charlie 1 Horse, alongside smaller labels. The store will also feature a custom hat branding bar, letting guests take home a weekend souvenir.

"We had talked about opening a Western boutique for several years, and more recently we started hearing more and more from guests asking if we sold boots, hats, and other Western pieces," said Lindsay Holliday, Tejas Rodeo's president and COO, in a release. "It felt like the right time to listen to our guests and act on something we had dreamed about for a long time."

The new store is one of several upgrades coming to the rodeo grounds in its 21st season. Tejas has added 300 seats to its arena and introduced the Silver Spur Suite, a 30-seat premium experience with a hosted bar and appetizers, located across from the bucking chutes. The property has also renovated its concessions area, added more service windows, and expanded restroom facilities to handle the crowds.

Despite all the changes, the Saturday Night Rodeo remains Tejas' main draw, offering heart-racing rodeo action, live country, line dancing, and some serious steaks. The latter is probably not the best idea before mounting the mechanical bull.

“These enhancements are all part of a bigger picture,” added Holliday. “We recognize how special Tejas has become for so many families and groups who come here to spend time and build memories together.”

The Company Store ribbon cutting kicks off a public grand opening celebration with live music from the JJ Garrett Band on the Hooey Stage from 6-9 pm. After the debut, the Tejas Company Store will operate year-round, Wednesday through Friday, 11 am-7 pm, and Saturdays, 2-10 pm.

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