Charming partnership: Don’t mess with Texas and James Avery launch charm

Courtesy photo

This week James Avery Artisan Jewelry debuted a new Don’t Mess with Texas charm to celebrate a litter-free Texas.

The charm features the instantly recognizable Don’t mess with Texas logo and will be available for sale at the artisan jeweler’s more than 100 retail locations, online at and in select Dillard’s stores in Texas.

“A partnership between James Avery and Don’t mess with Texas is a natural fit,” said Becky Ozuna, program administrator for the Don’t mess with Texas program. “It was the beauty of our state that first attracted the jeweler’s founder, the late James Avery, to Texas over 65 years ago. Through this collaboration, we aim to inspire others to do their part to keep Texas clean and beautiful for our future generations.”

The sterling silver Don’t mess with Texas charm will retail for $62. The charm’s retail launch coincides with the Don’t mess with Texas Trash-Off, the state’s largest cleanup day, which occurs annually in April. A portion of the charm’s sales will support TxDOT’s litter prevention education and outreach programs.

“James Avery jewelry designs are often inspired by our Texas landscapes,” said James Avery CEO John McCullough. “Our hope is that this new Don’t mess with Texas sterling silver charm will remind everyone who wears it to be a good steward of Texas communities and countryside.”

Don’t mess with Texas has been educating Texans about litter prevention since 1986.