
New Brands Set to Open at Avalon in Alpharetta this Year
01.15.2025
Alpharetta, Ga. (January 15, 2025) – On the heels of Avalon’s 10th anniversary last fall, the community destination is preparing to welcome new retailers in 2025, including Brilliant Earth, Faherty, Fount, Jo Malone London, and Reformation. These concepts come as part of an ongoing strategy to keep Avalon’s merchandising mix on trend and introduce the Alpharetta community to new brands.
“We’re excited to continue evolving our leasing strategy and couldn’t think of a better way to kick off the new year than by sharing this announcement with our guests,” said Adam Schwegman, director and head of retail leasing at Jamestown. “All these brands are either first-to-state or currently only have intown locations, so their additions will further solidify Avalon as a go-to shopping destination.”
Coming Soon to Avalon
Brilliant Earth – Brilliant Earth is a global leader in ethically sourced fine jewelry. Since its founding in 2005, the company’s mission has been to create a more transparent, sustainable, and compassionate jewelry industry. Headquartered in San Francisco, California, Brilliant Earth has 40 showrooms across the United States and serves customers in over 50 countries worldwide. Slated for a late spring opening, the 2,500- square-foot location marks the company’s second showroom in Georgia.
Faherty – Expected to debut at Avalon this summer, Faherty is a family-owned clothing brand founded by twin brothers Alex and Mike Faherty, along with Alex’s wife, Kerry Docherty. Inspired by the coastal lifestyle, the retailer creates high-quality, sustainably minded apparel featuring collections that blend casual comfort with timeless design. The 2,800-square-foot space near Urban Outfitters will be the brand’s third Georgia location.
Fount – Fount is a distinguished leather goods brand dedicated to crafting artisanal, timeless pieces that emphasize durability and elegant design. Founded in 2014 by Phillip and Jackie Wachter, the team sources premium, full-grain leather and other high-quality materials which are handcrafted by skilled artisans to create made-to-last bags, wallets, and accessories. With a focus on sustainability and ethical production practices, Fount designs stylish pieces with its environmental and social impact in mind. The first-to-state, 1,900-square-foot store at Avalon near Mayors is expected to open in early summer.
Jo Malone London – British fragrance house Jo Malone London is known for creating timeless, elegant scents crafted to wear solo or layered for a personalized scent. Its collections include Colognes, bath products, home accessories, seasonal scents, and limited editions. Expert stylists provide luxury service and advice on signature scents and gifts, and host immersive experiences, masterclasses, and gifting parties. Located along Avalon Boulevard, the 1,200-square-foot location is Jo Malone London’s debut in both Alpharetta and Georgia. Visit Jo Malone London this spring for inspiration.
Reformation – Headquartered in Los Angeles, California, Reformation is a women’s clothing brand on a mission to bring sustainable fashion to everyone. The retailer combines vintage-inspired apparel with eco-friendly business practices across a wide range of product categories, including its signature dresses, separates, denim, sweaters, shoes, bags and more, with an emphasis on flattering fits and timeless designs. This location will also feature Reformation’s proprietary Retail X shopping experience, which brings the best of online shopping to its physical stores. Reformation at Avalon is slated to open this summer in a 1,300-square-foot space next to Tumi and marks the brand’s second Atlantaarea location.
These businesses join Tory Burch and Rivian, both coming this spring, as the latest offerings in Avalon’s diverse tenant collection. The mixed-use destination is now managed and leased by global, design-focused real estate and investment firm Jamestown following the company’s acquisition of North American Properties’ Atlanta subsidiary last October.