When the artisan jewelers at James Avery create their pieces, they aim to make keepsakes that are imbued with meaning and that will be cherished by customers for a lifetime, if not more. Throughout Texas and beyond, their jewelry is often passed down from generation to generation. This deeply Evergreen® company is beloved by customers and employees alike. 

In this Tugboat Institute® talk, CEO John McCullough shares some history of this remarkable company, from its humble beginnings to today. In addition, he shares the reasons why the company has gradually moved toward vertical integration. Although it comes with certain costs and limitations, vertical integration has afforded them a level of independence and agility that has allowed them to remain strong in the face of recent crises, and ultimately, to serve their community better.

Listen and be inspired by the history and learnings of this profoundly People First and Purpose driven company.