James Avery Craftsman pledges to donate to Hurricane Harvey relief efforts

September 5, 2017 GMT

James Avery Craftsman announced last Wednesday all of its proceeds made from its ‘Deep in the Heart of Texas’ charm will be donated to Hurricane Harvey relief efforts.

The Texas-shaped trinket , which has a heart in its center, is available in silver or 14 karat gold starting at $40. The offer applies for both in store or online purchases made through September 2017. The faith-based jewelry company designed the product in honor of Harvey victims.


The charm sold out in a matter of days and caused the website to shut down temporarily.

“For now, we’re taking backorders, but due to overwhelming response, it may take a few weeks”, James Avery said on their Facebook page Aug. 31.

The company will still honor its donations to relief efforts even if the orders are delivered after September.

Chicago native James Avery began making jewelry in 1954 inside of his garage in Kerrville, Texas. Today, the company has five manufacturing locations in Texas.

According to its Facebook comments, sales will be divided equally between American Red Cross, The Salvation Army, Samaritan’s Purse and Feeding Texas.