How James Avery Used RedFlag to Protect Associates During a Flash Flood Emergency

August 6, 2025 Posted by Jordan Hand in Crisis Communications Social Share

When flash floods swept through Kerrville, Texas on the morning of July 4th, James Avery wasn’t given advance warning. There were no alerts—just a rapidly rising river and an urgent need to account for hundreds of employees across multiple facilities.

Thanks to RedFlag, they could.

A Jewelry Brand with Deep Texas Roots—and a Crisis on Their Doorstep

James Avery, the iconic jewelry retailer, has a major presence in the Texas Hill Country. One of its manufacturing plants sits just 50 yards from the Guadalupe River. The company’s main headquarters, distribution center, and two other nearby plants also house hundreds of employees.

When the floodwaters rose, one of James Avery’s communications leaders, Emilie Arkin, happened to see viral flood footage on social media. Without hesitation, she reached for RedFlag.

“At about 7 a.m., I was scrolling TikTok and saw what was happening. I immediately reached out to my supervisor and asked, ‘Do we need to send a RedFlag alert?’”
— Emilie Arkin, James Avery

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RedFlag in Action: Rapid Response When It Mattered Most

Emilie and the James Avery team quickly launched a RedFlag alert using the system’s polling feature. Employees were given three response options:

• ✅ I’m safe
  
• ⚠️ I might need help soon
  
• 🚨 I’m in immediate danger
  

Within minutes, responses poured in—even with local infrastructure strained by the storm. The company identified one employee who needed urgent help, and 10 others who were unsure or at risk. James Avery’s team began coordinating support, including arranging temporary housing through internal resources.

“We had one person who needed help and others who weren’t sure. We followed up immediately, and for those who didn’t respond, we called directly.”

The team also used RedFlag to communicate facility closures across the region, giving employees time to recover without the pressure of reporting to work.

A System That Worked Seamlessly

Although James Avery has used RedFlag for years, this was the first time they fully activated its polling capabilities in an emergency situation. According to Emilie, it couldn’t have gone smoother.

“The system worked exactly as we hoped. Our associates understood what the message meant and why we were asking. We were able to help people quickly—and that mattered.”

Even in the chaos of downed cell towers and infrastructure loss, RedFlag delivered.

Lessons Learned and What’s Next

The flood response served as a wake-up call—not just for Kerrville, but for how James Avery approaches emergency preparedness moving forward.

They’re now:

• Reevaluating group structures in RedFlag for hybrid and floating employees
• Considering geofencing features to reach people based on real-time location
• Using QR codes and mobile-friendly sign-up tools to boost registration
• Planning for more proactive messaging during hurricane and freeze seasons

And importantly, they’re building awareness internally, using this moment to highlight why RedFlag matters—especially to their seasonal and frontline teams.

A Culture of Care—and Communication

What stood out most from the conversation with Emilie wasn’t just the functionality of the platform—it was the heart behind the action. James Avery’s team didn’t just want to check boxes. They wanted their people to feel seen, safe, and supported.

“We weren’t doing this for any other reason than to make sure our people were safe. And they knew it. They talked about it when they came back to work.”

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Want to protect what matters most?

RedFlag helps organizations of all sizes prepare for the unexpected with fast, multi-channel communication—whether it’s a facility shutdown, a weather emergency, or something you can’t yet predict.

 

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