Kendra Scott vs. James Avery: Which brand should you buy? [2026]

Kendra Scott is known for its trendy, colorful, and accessible fashion jewelry, focusing on bold stones and contemporary designs. In contrast, James Avery specializes in timeless, handcrafted pieces, often with religious or sentimental meaning, using high-quality materials like sterling silver and gold for heirloom longevity.

Let's break down everything you need to know to choose the right jewelry for your style.

Kendra Scott: The Leader in Bold & Colorful Style

Kendra Scott is a lifestyle brand that offers vibrant, fashion-forward accessories for a youthful and stylish audience. The brand focuses on making statement jewelry accessible, with customizable pieces that allow for personal expression through a wide array of colors and geometric shapes. It's the perfect choice for someone who loves to stay on-trend and use accessories to add a pop of personality to their outfits.

• Product mix: A wide selection of earrings, necklaces, bracelets, and rings featuring hallmark styles like the "Elisa" pendant. Many collections are built around semi-precious stones and allow for personalization with charms or specific gemstones.
• Price point: Most pieces are in the $50 to $200 range, offering a mid-tier price point that makes fashion jewelry attainable for a broad customer base.
• Style & Aesthetic: Bold, modern, and colorful. The designs are contemporary and versatile, created for both everyday wear and special occasions where you want your accessories to stand out.
• Materials: Primarily uses plated metals, sterling silver, and a variety of semi-precious stones. The focus is on achieving a fashionable look at an accessible price.
• Sizing/Fit: Rings and bracelets follow standard sizing. Many necklaces and bracelets are adjustable for a more flexible fit.

Kendra Scott is the go-to brand for vibrant, modern jewelry that makes a statement without a high-end price tag, perfect for staying current with trends.

Shop Kendra Scott: kendrascott.com

James Avery: The Crafter of Timeless & Meaningful Heirlooms

James Avery is a family-owned jewelry company rooted in tradition and craftsmanship. The brand is celebrated for creating enduring, meaningful pieces that often carry personal or spiritual significance, such as charms, crosses, and other symbolic designs. Customers turn to James Avery for high-quality, handcrafted jewelry that is meant to be treasured for a lifetime and passed down through generations.

• Product mix: Extensive collection of charms, rings, pendants, and religious jewelry. The brand is best known for its intricate motifs inspired by nature, faith, and family connections. Engraving and customization are key offerings.
• Price point: Jewelry ranges from around $40 for a small charm to several hundred dollars for gold pieces. The pricing reflects the higher-quality materials and detailed hand-craftsmanship.
• Style & Aesthetic: Classic, elegant, and understated. The designs are timeless and avoid fleeting trends, focusing instead on symbolic and sentimental value that remains relevant for decades.
• Quality & Materials: The brand predominantly uses sterling silver and 14K or 18K gold. The focus on high-quality materials and craftsmanship ensures each piece is durable and built to last.
• Sizing/Fit: Sizing is consistent and traditional, with detailed size guides available online to ensure a perfect fit, especially for rings and bracelets intended for daily wear.

James Avery crafts durable, meaningful jewelry meant to be cherished for life, making it the ideal choice for commemorating special moments and personal values.

Shop James Avery: jamesavery.com

Kendra Scott vs. James Avery Comparison

Price Comparison

Kendra Scott targets the affordable luxury market, with the majority of their pieces falling comfortably between $50 and $200. This price point makes it easy for customers to purchase multiple pieces, update their collection with new trends, or buy stylish gifts without a significant splurge. Seasonal sales and promotions are common, adding to the brand's accessibility.

James Avery's pricing is positioned slightly higher, reflecting its use of premium materials like sterling silver and gold. While charms can start around $40, rings and necklaces often range from $60 to over $300. This pricing aligns with the brand’s identity as a creator of heirloom-quality, investment pieces rather than fast-fashion accessories.

Quality & Materials

James Avery built its reputation on exceptional craftsmanship and a commitment to high-quality materials. Using primarily sterling silver and solid gold, their pieces are designed for durability and longevity. The handcrafted nature of their jewelry means meticulous attention to detail, creating items that can withstand daily wear for years.

Kendra Scott uses materials designed to deliver a specific look at an accessible price, including plated brass, sterling silver, and color-treated semi-precious stones. While well-made for fashion jewelry, these pieces are more susceptible to wear over time compared to James Avery’s solid metal construction. Proper care is essential to maintain the finish of Kendra Scott pieces.

Style & Aesthetic

If you're looking for what's new and now, Kendra Scott is your destination. The aesthetic is modern, vibrant, and defined by bold colors and unique geometric cuts like their signature "Danielle" shape. It’s jewelry that complements a contemporary wardrobe and is meant to be noticed.

James Avery’s style is the opposite - it is purposely timeless. The designs are classic, understated, and rich with symbolism. Nature motifs, religious symbols, and simple, elegant shapes define the collection. This aesthetic appeals to those who want versatile, meaningful jewelry that transcends trends.

Shopping Experience

The Kendra Scott shopping experience, both online and in-store, is bright, modern, and engaging. Stores often feature a "Color Bar" where you can customize pieces on the spot. Their website is easy to navigate and visually highlights trending collections and new arrivals.

Shopping at James Avery feels warm, inviting, and steeped in tradition. Their stores provide a more classic and personal experience, with associates ready to help you find a piece with specific meaning. Their website emphasizes the story and craftsmanship behind their jewelry collections.

Sustainability & Ethics

Both brands show a commitment to responsible practices. James Avery's philosophy centers on creating jewelry that lasts for generations, which is inherently sustainable. They focus on responsible sourcing of precious metals and stones.

Kendra Scott emphasizes philanthropy through the Kendra Scott Foundation, responsible material sourcing, and the use of eco-friendly packaging. They also actively promote diversity and inclusion in their brand campaigns and company culture.

Which One Should You Choose?

The right choice comes down to your personal style and what you value in your jewelry.

Choose Kendra Scott if:

• You love bold, colorful, and eye-catching accessories that make a statement.
• You enjoy keeping up with the latest fashion trends and frequently update your collection.
• You need an affordable yet stylish gift or a piece for a specific event or outfit.
• You want to personalize your jewelry by choosing from a wide variety of stone colors and styles.

Choose James Avery if:

• You're looking for classic, timeless jewelry that you can wear every day for a lifetime.
• You want your jewelry to have a deep personal, sentimental, or spiritual meaning.
• You are buying a gift to commemorate a milestone like a graduation, birthday, or confirmation.
• You prioritize high-quality materials like sterling silver and gold and value detailed craftsmanship.

Frequently Asked Questions

Is Kendra Scott or James Avery more expensive?

On average, James Avery is more expensive. This is primarily due to their use of high-quality materials like solid sterling silver and gold, whereas Kendra Scott often uses plated metals to keep their trend-focused pieces more accessible.

Which brand has better quality?

Both brands produce good quality for their respective markets. James Avery's quality is superior in terms of longevity and material purity, making it suitable for heirloom pieces. Kendra Scott offers excellent quality for fashion jewelry, designed to be stylish and durable for its price point.

Is Kendra Scott jewelry real gold?

Kendra Scott offers various metal types, including 14k gold-plated brass, sterling silver, and gold vermeil (a thick layer of gold over sterling silver). They have a demi-fine and fine jewelry line offering solid 14k gold at a higher price.

Is James Avery jewelry real silver?

Yes, James Avery primarily uses sterling silver (.925) and solid 14k or 18k yellow and rose gold in their pieces.

Which brand is better for a gift?

This depends entirely on the recipient's style. For someone fashionable and trendy who loves color, Kendra Scott is an excellent choice. For someone who prefers classic, meaningful pieces or is celebrating a significant life event, James Avery is a more traditional and sentimental option.

Does Kendra Scott jewelry tarnish?

Since many of their pieces are gold-plated, they can tarnish over time with exposure to moisture, lotions, and perfumes. Proper care, like storing it in a pouch and avoiding contact with liquids, is recommended to preserve the finish.

Does James Avery have sales?

James Avery rarely holds sales events, focusing instead on the long-term value of their jewelry. They sometimes offer gift-with-purchase promotions or retire certain designs at a reduced price.

Can you customize jewelry at both brands?

Yes, but in different ways. Kendra Scott's customization is often through their Color Bar™, where you choose the style, metal, and gemstone color. James Avery focuses on personalization through detailed engraving of names, dates, or messages on their charms and pendants.