On April 26, 2019, Taylor Swift released a song called “Me!” that was practically engineered to get stuck in your head. Kendra Scott performs a similar magic trick every time she debuts a design for her billion-dollar jewelry and lifestyle empire. You may not know the “Danielle” based on the name alone, but you’ll immediately recognize the custom-cut style when you see it. The hexagonal shape has become a Kendra Scott icon (it’s her “Love Story,” to continue the Swift analogy).
Her eponymous Austin-based brand has come a long way since launching “Danielle” in 2008. Locally, the massive growth is evident in her stores. The third location, which opened in 2011 within a 600-square-foot space (“It would get crowded so quickly,” Scott says) in West Village, has since moved to a much roomier storefront on the corner of Lemmon and Cole Avenue. A Preston Center store, Kendra Scott’s 18th in the U.S., opened in 2014, and a 100th storefront will open at the end of June.
In keeping with the brand’s philanthropic ethos, and in anticipation of Mother’s Day, Kendra Scott is donating 100 percent of proceeds made from the Mother & Families charm on Sunday, May 5 to Ronald McDonald House Charities. “They’re there when Mothers need the most help, and families need the most support,” says Scott. “So it was such a natural fit for us to honor them for this Mother’s Day season.”
On creating iconic shapes.
“The ‘Danielle’ was the first design we could actually custom-cut. Now, we custom-cut every single stone in our line, from the ‘Skylar’ to the ‘Alex,’ so we’re coming out with new shapes every season that will, at some point, become iconic to the brand. I think it’s fun for our Texas customer, who’s known us for a long time. The brand has continued to evolve and innovate, and there’s so much in these stores that she hasn’t seen. There are so many things in here that she’s she’ll see and say, ‘Oh my God, I can’t believe that’s Kendra.'”
On local artist Mione Plant’s West Village mural.
“We’ve started doing these murals with female artists to engage with the communities in unique ways. So, in Austin, we have an amazing artist that came in and did the ‘Anything is Possible‘ piece on our building. We really enjoy looking at them and working with these awesome women that inspire me, frankly. To have their work showcased here in Dallas as well is amazing.”
On the difference between her Dallas and Austin customers.
“The Dallas customer really doesn’t vary that much from Austin. We’ll see different trends coming and going, but I really do see our Dallas customer loving fine jewelry. She’s really excited about the diamonds, and we have such a beautiful selection in our Preston Center store. It’s all about delicate layerables, so I really see her responding to that.”
On helping kids create a Mother’s Day gift (through the “Color Me Kendra” coloring book) that mom will actually want to wear.
“As a Mom myself, I think it’s so nice when you can engage the kids in an experience. We’ve all gotten out share of macaroni necklaces, and those are great, but you might not want to wear them every day. [The Color Bar] creates an opportunity for the children to come in with their dad, or even come in with mom and make it for grandma, or her godmother, or her favorite aunt. They can color a sheet from the coloring book, and literally pick the stone color she wants in an earring or necklace. And our team will set it for her while they wait. So they’re giving her this beautiful sheet that’s hand-colored by a child, and the actual piece of jewelry on Mother’s Day. I really can’t think of a gift that will mean more to a Mom.”
