The Jewelry Journal

Why Is This Jewelry Store Giving Away Its Entire Collection for Free?

After 13 years, AVELÉ is closing its doors — and the reason behind its unusual final sale is surprisingly personal.

Written by The Jewelry Journal Editorial Team • Oct 2026

At first, it doesn't make much sense. AVELÉ jewelry that was once priced at over $200 is now being offered completely free as the company prepares to close its doors after 13 years. There's no discount code required. Customers simply choose their favorite pieces and cover shipping - that's it.

 

But why would a jewelry company spend 13 years building a brand — only to suddenly give its remaining collection away?

 

The answer is surprisingly personal.

It Started 13 Years Ago...

Claire and Daniel started AVELÉ together when they were newly married.
 

They shared a love for beautiful jewelry — but even more than that, they loved the meaning a piece of jewelry could take on over time.

 

A ring given on a special day. A necklace that reminds you of someone you love. Or simply a piece you reach for every morning because it makes you feel beautiful.
 

To Claire and Daniel, jewelry was never just something you wore.
 

It became part of your story.
 

And that's what they wanted AVELÉ to be.

But Their Own Story Didn't End the Way They Imagined.

For 13 years, Claire and Daniel built AVELÉ side by side.

 

But somewhere along the way, their lives began moving in different directions.

 

After a lot of difficult conversations, they eventually made the decision to separate.

 

And with that came another decision neither of them ever expected to make.

 

They would close AVELÉ too.

 

The business they'd started together as newlyweds — and spent more than a decade building — suddenly had no clear path forward.

 

For Claire, walking through the store knowing it would soon close its doors for the final time was incredibly bittersweet.

 

But there was still one question they had to answer:

 

What were they going to do with all the jewelry that was left?

That Left Them With One Final Decision...

There were still hundreds of pieces of AVELÉ jewelry left behind.

 

Rings, necklaces, earrings and bracelets that had been chosen and designed to be worn — not packed into boxes and forgotten about.

 

Claire and Daniel could have simply cleared everything out.

 

But after 13 years, that didn't feel like the right way for AVELÉ to end.

 

They wanted the remaining pieces to go somewhere they would actually be worn, gifted and loved.

 

To become part of someone else's story.

 

So they made one final decision:

 

Rather than sell off what remained, they would give it away.

 

As part of AVELÉ's final closing sale, every remaining piece is now completely free.

 

Customers simply cover shipping and handling.

Here's How To Get Your New Favorite Pieces

We've made it as simple as possible.

1. Browse the Final Collection
Take a look through the remaining AVELÉ pieces while they're still available.

 

2. Choose Your Favorite Pieces
Pick the rings, necklaces, earrings or bracelets you'd love to make yours.
 

3. Place Your Order
The jewelry itself is free — you simply cover shipping & handling. Our team will take care of everything from there.

IMPORTANT INFORMATION ON SHIPPING FEES

Our jewelry was typically priced at over $200 per piece. During our closing sale, we've reduced the remaining collection to $0.
 

But while the jewelry is free, it still costs us to carefully prepare, pack and ship every order — as well as support the team helping us fulfill our final orders and numerous other overheads.

 

So rather than build those costs into the price of the jewelry, we simply ask you to cover the shipping & handling.

 

1 piece — $29.95
2 pieces — $29.95 total ($14.97 each)
Each additional piece — approximately $14
 

Tip: Choose 2 pieces and you'll pay the same shipping & handling as you would for just 1.

BROWSE AVELE'S REMAINING STOCK
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