Dive Brief:

• H-E-B announced it has opened a jewelry outlet inside a League City, Texas, store in partnership with a locally based jewelry retailer.
• The 1,650-square-foot James Avery Artisan Jewelry outlet offers jewelry as well as services like cleaning and charm soldering.
• H-E-B plans to open additional in-store James Avery locations amid elevated jewelry sales during the pandemic. 

Dive Insight:

H-E-B is partnering with a popular jewelry retailer that has roots in Texas and a sizable omnichannel retail presence.

James Avery has more than 100 stores across four states and is available at more than 200 Dillard’s department stores. The company also has two airport outlets in Texas and sells through its own website.

In addition to the League City location, H-E-B and the jeweler will open an outlet on Sept. 29 at an H-E-B just outside Corpus Christi, Texas, and another on Oct. 13 at a San Antonio store.

The partnership comes as jewelry sales have gotten a significant lift during the pandemic, with many consumers spending on items like earrings, diamonds and bracelets in lieu of travel and fine dining. Thirty percent of consumers recently surveyed by jewelry supplier group Plumb Club said they’ve purchased more jewelry during the pandemic.

Many jewelry shoppers shifted their spending online after stores closed last year. But the desire to shop in-person remains strong, with 63% of Plumb Club survey takers saying they prefer to shop in stores, industry publication JCK reported. 

Grocers like H-E-B and Hy-Vee are bringing outside retailers into their stores in an effort to draw shoppers and add higher-margin merchandise. Neil Saunders, managing director of GlobalData Retail, said in an email that such moves can boost profit lines but that they have to resonate with core shoppers and complement their grocery trips rather than distract from them.