In a large bowl, add kale, olive oil and lemon juice. With your hands, massage olive oil and lemon juice into the kale for 2 to 3 minutes, or until leaves are coated and softened. Let sit for 5 minutes.
Fold in dried cherries, pecans and Gruyère cheese. Mix well. Season to taste with salt and pepper.
To serve, garnish with avocado and additional shredded Gruyère, if desired.