Charmed, I'm Sure

No One Will Ever Doubt Your Love for Whataburger Again

A new James Avery charm released today lets you boast your burger loyalty.

By Katharine Shilcutt October 9, 2017

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When I was in 7th grade, I lost my beloved James Avery charm bracelet in the locker room during gym. (And by "lost" I mean I'm pretty sure some other middle school girl stole it out of my locker.) I grieved the loss of that bracelet for years, and still do on occasion when I see that the Kerrville-based jewelry store has released a particularly compelling new sterling silver charm.

Today, James Avery's newest charm features the Whataburger "flying W" stamped into a 5/8”-long piece of sterling silver. "When we were thinking of new offerings, we instantly got excited about connecting two Texas brands that people grow up knowing and loving: Whataburger and James Avery," said Mike Sobel, vice president of retail for Whataburger. "If you love Texas and Whataburger, you’re going to love this charm."

The charm is currently only available on Whataburger's store website, at a cost of $60 for the charm itself. For $70, you can also purchase a charm-holder necklace on which to mount it; a bracelet is $40. 

"We’re excited to work with another iconic Texas brand," said John McCullough, COO of James Avery. "We admire what Whataburger means to Texans, but most importantly, we hope both our customers will be excited about this partnership."

So you know what this means, folks: Holiday shopping for all of the Texan women in your extended family just got a lot easier this year, especially those who may have lost a charm bracelet many moons ago and need a little help getting a new one started.

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