James Avery: A Legacy Forged in Faith, Family, and Texas Craftsmanship

James Avery Artisan Jewelry is more than just a brand; it's a story woven with threads of faith, family, and the enduring spirit of Texas craftsmanship. From its humble beginnings in a Kerrville, Texas garage to its current status as a nationally recognized name, the James Avery story is a testament to the power of vision, perseverance, and a commitment to integrity.

Early Life and Influences: From Wisconsin to Texas

James Avery was born in Milwaukee, Wisconsin, on December 7, 1921. His father was a teacher and his mother, an insurance agent. He grew up attending a Presbyterian church. Avery's early life instilled in him a sense of values that would later become cornerstones of his business.

World War II profoundly impacted Avery's life. He enlisted in the Air Corps and was stationed at Lackland Air Force Base in San Antonio, Texas. Completing pilot training, he fearlessly commanded a B-26 bomber, surviving 44 missions over Germany. Avery credited an amulet given to him by an African native, who claimed it would protect him from "boom-boom" (anti-aircraft fire), for his survival. This experience, coupled with the challenges of war, shaped his perspective and fostered a deeper sense of spirituality.

Finding His Path: Industrial Design and Rekindled Faith

After the war, Avery pursued higher education, majoring in industrial design at the University of Illinois and earning a Bachelor of Fine Arts degree in 1946. He then embarked on a teaching career, first at the University of Iowa and later at the University of Colorado in Boulder. While teaching applied design at Colorado, Avery sought to inject novelty into his students' projects by introducing them to jewelry-making techniques.

A personal crisis led to a significant turning point in Avery's life. The breakup of his marriage prompted him to re-evaluate his life. Encouraged by his mother, he sought guidance from an Episcopal minister in Boulder. This encounter rekindled his faith, drawn to the ritual and symbolism of the Episcopal Church. In 1951, inspired by a Southwestern Pueblo Indian Cross he saw in a Denver store, he crafted his first cross. College students were drawn to the cross, requesting Avery to make them one as well.

During this period, Avery met Sally Ranger, a 19-year-old sophomore from Kerrville, Texas. After his divorce was finalized, they married in 1953 and moved to Minnesota for Avery to pursue a master's degree. However, his inability to pass a required French class forced them to relocate to Kerrville, where they lived with Sally's mother.

Humble Beginnings: "James Avery Craftsman" is Born

Uncertain of his future, Avery considered various career paths. However, with the encouragement of his mother-in-law, who offered him the use of her two-car garage as a design studio, he decided to venture into business. In 1954, James Avery built a workbench and created a sign that read "James Avery Craftsman," featuring a candelabra logo. This marked the birth of a company that would become synonymous with quality and meaningful design.

Avery readily admitted he was a novice in the jewelry business. He lacked formal training and knowledge of gemstones. Despite these challenges, he persevered. His mother-in-law played a crucial role in his early success, selling Avery's jewelry, primarily Christian symbols like crosses, fish, doves, and lambs, at a local summer camp commissary. The campers who purchased Avery's jewelry continued to order more after returning home, spreading the word about the talented craftsman.

Growth and Expansion: A Texas Success Story

During his first year, Avery sold $5,500 worth of jewelry, followed by $7,500 in 1956. He outgrew the garage and built a studio and house nearby. In 1957, he hired his first employee, Fred Garcia, and produced his first catalog, a 16-page booklet featuring 39 items. The business steadily grew, expanding statewide through various retail outlets, including clothing boutiques and church gift shops. By 1967, the company had once again outgrown its facilities.

By the early 1970s, James Avery Craftsman employed 35 people and generated $400,000 in annual sales. Recognizing the need for executive leadership to propel the company forward, Avery hired Chuck Wolfmueller, a Kerrville native pursuing his master's degree in business at the University of Texas. Wolfmueller's analysis of James Avery Craftsman impressed Avery, leading to his hiring in May 1971.

Innovation and Vertical Integration

Wolfmueller implemented several key changes, including updating equipment and making the company more vertically integrated. A machine shop was built to produce necessary tools and dies, and a chain-making factory was established. These changes resulted in a 40 percent increase in sales during the first year, solidifying Wolfmueller's reputation.

One of Wolfmueller's pivotal ideas was for James Avery Craftsman to open its own retail stores. The first store opened in North Dallas in 1973, featuring a distinctive design that would be replicated in subsequent stores: stucco walls, wall sconces, oriental carpets, and antique trunks and wardrobes. In the same year, the company expanded its secular product line. While the Dallas operation did not achieve immediate success, the company opened additional stores in Southern California and Laredo, Texas. The concept finally gained traction in Houston, where a store generated $400,000 in 1975. A year later, a San Antonio outlet opened and performed even better.

Personal Challenges and Business Turmoil

Despite the company's success, James Avery's personal life faced challenges. He had an affair with Carmen Espinoza, an employee who had started on the assembly line and was later moved to the showroom. Avery divorced his wife and married Espinoza, relocating to Laredo, where the company established a retail store and he set up a small factory.

Avery periodically returned to Kerrville to oversee the business, which was being managed by Wolfmueller and his ex-wife, who controlled half the stock. Following her remarriage and relocation, Avery bought back her share of the company in 1979, a year after the tragic suicide of one of their sons on Father's Day, 1978.

Catalog Sales and Continued Growth

James Avery Craftsman launched a catalog sales division in 1980, mailing its first seasonal catalog. The catalogs drove traffic to the retail stores, which had expanded to Oklahoma. The addition of a Gemstone Department in 1983 further boosted business. Sales grew from $1.5 million in 1975 to $14.3 million in 1985.

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Management Buyout and Internal Conflict

Wolfmueller became president of the company, and Avery, at age 64, decided to put the business up for sale. Unsatisfied with the only bid he received, $5 million, he explored a management-led buyout with Wolfmueller and six other managers. The plan involved the managers acquiring ownership of the company by meeting specific sales and profit goals, with bonuses awarded to purchase the company's stock over time, allowing Avery to retire. The seven managers agreed to the plan in May 1986, each contributing $50,000 for the initial stock payment.

However, the plan was derailed due to another affair Avery had with Sylvia Flores, a part-time typist who had joined the company while in high school. Tensions within the company escalated in the summer of 1989. Avery criticized Wolfmueller's performance, demanding he be more decisive and lose weight. Wolfmueller responded with a memo referencing the employee handbook's clause stating that "a person not adhering to the company's moral standard could be dismissed."

The day after submitting the memo, Wolfmueller was asked to resign. He filed a $12.3 million lawsuit against Avery, Sylvia Flores, and the company, and Avery responded with a counterclaim. Two more managers resigned, followed by a third who refused to sign a statement releasing Avery from the buyout plan.

Legal Battles and Reconciliation

Wolfmueller's lawsuit went to trial in 1990, attracting significant media attention due to the embarrassing details of Avery's personal life, which contrasted sharply with his public image. On the eve of the trial, Avery and Carmen reconciled, and she attended court each day in support of him. The jury awarded Wolfmueller $15,000 for the buyout plan and $360,000 for the invasion of his privacy, which was later reduced to $29,000.

Shortly after the trial, Avery and Carmen divorced, with Carmen receiving a $3.5 million settlement. Avery reconciled with his five sons, giving them each 4,000 shares of stock. His youngest son, Paul, a former horticulturist, joined the business to oversee retail operations, followed by his brother Chris, an anesthesiologist, who became company president. In April 1991, Avery married for the fourth time.

Corporate Governance and Continued Growth

Under Paul Avery's leadership, James Avery Craftsman implemented corporate governance policies, granted more power to executives, and established a succession plan. James Avery remained involved in the company, but day-to-day decisions were made by Paul and the company's chief financial officer, Mark Hogeboom.

Despite the negative publicity surrounding the Wolfmueller trial, James Avery Craftsman continued to grow throughout the 1990s and into the new century. In 1994, the company produced its first specialty charm catalog. A fourth jewelry workshop opened in Comfort, Texas, in 1998, followed by another in Hondo, Texas, in 2001. While other companies embraced the Internet, James Avery Craftsman initially hesitated due to manufacturing constraints. The company launched its website in 2003.

Legacy and Passing

James Avery retired in 2007, passing the reins to his sons, Chris and Paul. He continued to design jewelry and served as Chairman Emeritus of the Board of Directors. Avery passed away on April 30, 2018, at the age of 96.

James Avery's legacy extends beyond his business achievements. He was a dynamic, creative, and generous man who touched the lives of many through his work, art, and philanthropy. The 64-year success of James Avery Artisan Jewelry is a testament to his leadership, vision, and commitment to quality.

James Avery's Enduring Impact on Kerrville

Kerrville, Texas, holds a special place in the James Avery story. It was in Kerrville that Avery established his business and built his legacy. The company's headquarters and first retail showroom are located in Kerrville, making it a destination for those seeking timeless jewelry.

Kerrville itself is a town with a rich history and a vibrant arts and culture scene. Founded in the 19th century, Kerrville has evolved from a settlement built around sawmills and farms to a thriving community known for its natural beauty, outdoor activities, and artistic expression.

The town's location in the Texas Hill Country provides a stunning backdrop for visitors and residents alike. The Guadalupe River, which flows through Kerrville, offers opportunities for swimming, paddling, and enjoying the scenery. Parks like Kerrville-Schreiner Park and Louise Hays Park provide spaces for outdoor recreation and relaxation.

Kerrville's downtown area is a hub of activity, featuring cozy restaurants, wine bars, eclectic shops, heritage museums, and public art. Visitors can explore the town's history, discover unique treasures, and experience the local culture.

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