Kendra Scott Design
Kendra Scott Design is a Texas-based, founder-controlled jewelry and lifestyle brand founded in 2002, serving fashion-conscious women and Gen Z consumers with customizable fashion and fine jewelry across 165+ U.S. retail stores, e-commerce, wholesale, and a growing licensing platform spanning eyewear, apparel, home, and hospitality.
- Company typePrivate
- Founded2002
- HeadquartersAustin, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kendra Scott Design does
Kendra Scott Design Inc. is a Texas-headquartered, privately held jewelry and lifestyle company founded in 2002 by Kendra Scott with a $500 initial investment. The company designs, manufactures, and distributes fashion and fine jewelry — necklaces, bracelets, earrings, rings, and bangles — anchored by the signature Color Bar customization experience that allows customers to personalize stone, metal, and setting choices in-store and via virtual channels. Pricing spans from under $50 (Target mass-market collection) to over $2,100 (lab-grown diamond fine jewelry), positioning the brand in the attainable luxury segment serving primarily fashion-conscious women aged 20-45 and Gen Z consumers. A three-tier go-to-market combines wholesale partnerships (mall and department stores), 165+ owned experiential retail stores in the U.S., and direct e-commerce, supplemented by a 2022-vintage licensing model that has produced collaborations with Marchon Eyewear, LoveShackFancy, Dolly Parton, Disney, Pottery Barn Teen, and Lainey Wilson.
The company has evolved beyond pure jewelry into a multi-category lifestyle platform. In 2023 it launched the Yellow Rose sub-brand (Western-inspired apparel, accessories, and jewelry), opening its first out-of-Texas flagship in Nashville in March 2026 alongside Beau's Bar, the brand's debut hospitality venue. Licensed eyewear launched in 2025 through Marchon Eyewear (a VSP Vision company), and footwear is a stated next expansion category. Underlying technology includes a digital transformation platform supporting personalization, AR/AI virtual try-on, recommendation engines, and a unified omnichannel payment stack via Adyen. Founder Kendra Scott remains majority owner following a September 2024 minority investment by 65 Equity Partners (Temasek-backed), HPS Investment Partners, and Belzberg & Co., with prior investors Berkshire Partners and Norwest Venture Partners fully redeemed. Leadership transitioned in 2026 with Chris Blakeslee appointed CEO (effective January 12, 2026), Mike McMullen as CFO, and Adrienne Gernand as the first Chief Business Officer. The company employs over 3,200 people and was valued at $1B in a 2016 private equity round.
Kendra Scott Design firmographics
Firmographics- Name
- Kendra Scott Design
- Legal name
- Kendra Scott Design Inc.
- Website
- https://kendrascott.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Kendra Scott Design is a Texas-based, founder-controlled jewelry and lifestyle brand founded in 2002, serving fashion-conscious women and Gen Z consumers with customizable fashion and fine jewelry across 165+ U.S. retail stores, e-commerce, wholesale, and a growing licensing platform spanning eyewear, apparel, home, and hospitality.
- Ownership category
- akta.pro rank
Kendra Scott Design industry classification
Industry- Product category
- Fashion Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Colored Gemstone Jewelry (CRAKAAAB), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)
Keywords
Where Kendra Scott Design is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Kendra Scott Design business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Store Sales: Experiential retail stores across the U.S. generate direct sales through brick-and-mortar locations featuring the Color Bar customization experience and immersive retail concepts like Yellow Rose with cocktail bars.
- E-commerce Direct Sales: Direct-to-consumer online sales through owned e-commerce storefront, part of the three-tier retail strategy with e-commerce positioned at the top.
- Licensing Royalties: Licensing model formalized in 2022 generates royalties from partners including Marchon Eyewear for eyewear products and LoveShackFancy for fashion collaborations. Kendra Scott leads design while partners handle category-specific manufacturing and distribution.
- Wholesale and Partner Retail: Products sold through partner retail networks including department stores, multi-brand retailers, and mall locations. Support Shark Tank investments and community partnerships.
- Hospitality Revenue: Beau's Bar cocktail bar at Yellow Rose Nashville flagship generates revenue from Western-inspired hospitality experiences. Plans to expand to Texas, Montana, and Colorado.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessible luxury jewelry and accessories priced under $50 for mainstream retail |
| Unit Pricing | Pay-as-you-go | Core jewelry collection priced at $65 for rings and earrings |
| Unit Pricing | Pay-as-you-go | Celebrity collaboration pieces priced between $90 and $250 |
| Unit Pricing | Pay-as-you-go | Custom engagement rings and bridal jewelry priced for young couples |
| Unit Pricing | Pay-as-you-go | Lab-grown diamond fine jewelry from $100 to over $2,100 |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
Kendra Scott Design product offering
Product offeringCore offering
Kendra Scott Design designs, manufactures, and sells gemstone-inspired fashion and fine jewelry — including necklaces, bracelets, earrings, and rings — through a three-tier model of wholesale, owned experiential retail stores, and e-commerce. The brand's signature Color Bar™ customization experience allows customers to personalize pieces in-store and virtually, while a formal licensing model extends the brand into eyewear, apparel, fragrance, and home goods in partnership with category-specific collaborators.
Product overview
Kendra Scott Design is a Texas-based jewelry and lifestyle brand that has evolved from a pure jewelry business into a multi-category lifestyle platform. The core offering centers on customizable fashion jewelry (necklaces, bracelets, earrings, rings) featuring the signature Color Bar experience. The portfolio includes the Yellow Rose sub-brand (Western-inspired apparel, accessories, jewelry, and hospitality with Beau's Bar cocktail concept), licensed eyewear through Marchon Eyewear, and planned expansion into footwear. The company operates over 160 experiential retail stores and employs a licensing model partnerships (LoveShackFancy, Dolly Parton, Disney, Lainey Wilson) to expand into new categories while maintaining design leadership.
Differentiator
Problem solved
Functional benefit
Products and services
- Kendra Scott Jewelry Collection Fashion and fine jewelry assortment (necklaces, bracelets, earrings, rings) featuring customizable Color Bar™ designs, sold through retail stores, e-commerce, and wholesale.
- Lab-Grown Diamond Fine Jewelry Sustainable lab-grown diamond jewelry line including engagement rings and bridal pieces, priced from approximately $100 to over $2,100.
- Yellow Rose by Kendra Scott Western-inspired lifestyle sub-brand covering apparel, accessories, jewelry, a Hat Customization Atelier, and the Color Bar™ experience, housed in flagship retail stores.
- Kendra Scott Eyewear Collection Optical and sun eyewear collection produced under an exclusive licensing partnership with Marchon Eyewear (VSP Vision), distributed globally through retail stores, online channels, and industry events.
- Beau's Bar Hospitality Concept Western-themed cocktail bar experience located within Yellow Rose flagship stores, blending fashion, retail, and hospitality.
- Kendra Scott x Target Collection Exclusive mass-market jewelry and accessories collection sold through Target, with pieces priced under $50 to broaden accessibility.
- Marchon Eyewear Licensing Partnership Long-term exclusive eyewear license with Marchon Eyewear covering design, manufacturing, and global distribution of Kendra Scott-branded optical and sun styles.
- Color Bar™ Customization Experience Signature in-store and virtual customization service letting customers personalize jewelry pieces with stones, metals, and settings, including a virtual Color Bar™ delivered via robotics at pediatric hospitals under the Kendra Cares program.
Quantifiable outcome
- 50% growth in digital revenue within two years through digital transformation initiative
- +2 more outcomes
Companies that use Kendra Scott Design
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
Kendra Scott Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature2 records
Kendra Scott Design partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, supporting, flagship and minor.
- AdyencoreKendra Scott partnered with Adyen to consolidate fragmented payment systems into a unified omnichannel platform. The transformation bridges in-store and digital shopping experiences while enabling data-driven business decisions to support retail expansion strategies.
- Diligent RoboticssupportingDiligent Robotics partnered with Kendra Cares to deliver virtual Color Bar™ jewelry experience to pediatric patients using its robot Moxi. Launched at The Children's Hospital of San Antonio and Cook Children's Hospital in Fort Worth, Texas, delivering care packages of custom jewelry, coloring pages, and crayons.
- Dolly PartonflagshipDolly Parton launched second jewelry collaboration with Kendra Scott, featuring patchwork-inspired collection inspired by her 1971 hit 'Coat of Many Colors.' Pieces priced between $90 and $250 include necklaces, bracelets, and earrings. Follows previous butterfly collection collaboration, continuing multi-year partnership.
- 9 STRAPminorKendra Scott joined Daniel Lubetzky, Rashaun Williams, and Kevin O'Leary in $800,000 investment in 9 STRAP, a sports performance brand with patented training products for swing mechanics. First four-Shark deal of Shark Tank Season 17.
- Glimmer WishminorKendra Scott invested $200,000 in Glimmer Wish, a kids' beauty brand founded by 16-year-old Sydney Myers, for 15% equity plus $1 royalty per unit. Glimmer Wish reported $1 million in first year sales and projects $1.5 million in 2025.
- LoveShackFancyflagshipLicensing collaboration with fashion brand LoveShackFancy sold out in seconds, confirming success of the licensing model strategy. Under the model formalized in 2022, Kendra Scott leads design, manufacturing, and distribution while partners bring category expertise.
- Pottery Barn TeensupportingPottery Barn Teen launched debut collaboration with Kendra Scott, expanding the licensing model into home décor and lifestyle products.
- Marchon EyewearcoreMarchon Eyewear, a VSP Vision company, signed exclusive licensing agreement for Kendra Scott eyewear. First collection includes optical and sun styles inspired by jewelry designs with signature elements like Elisa, Davie, and Dira logos. Collection sold through retail stores, online, and at industry events.
- Dolly PartonflagshipLimited-edition jewelry collection inspired by Dolly Parton's 1974 song 'Love Is Like a Butterfly.' Collection includes 1,974 Butterfly necklaces symbolizing the song's year. Multi-year partnership celebrating Parton's legacy through jewelry design.
- Lainey WilsonflagshipYellow Rose by Kendra Scott partnered with country music star Lainey Wilson on capsule collection inspired by her album 'Whirlwind.' Collection available for limited time, reflecting Western-chic aesthetic and music-inspired design elements.
Scale indicators8 records
Recent moves10 records
Expansion highlights6 records
Kendra Scott Design competitors and assessment
Company assessmentDirect peers
- Mejuri: Direct-to-consumer fine and fashion jewelry brand competing in the same accessible-luxury price tiers ($50-$1,000) with a focus on everyday pieces and a strong digital-first GTM. Direct overlap on stacking rings, necklaces, earrings, and lab-grown diamond offerings.
- BaubleBar: Fashion jewelry brand selling earrings, necklaces, bracelets, and personalized pieces at accessible price points through DTC, wholesale, and Target-style mass channels. Closely comparable product mix, customer demographic, and price tier to Kendra Scott's core line.
- Gorjana: California-based fashion jewelry brand offering everyday layering pieces, necklaces, bracelets, and earrings in similar attainable-luxury price ranges with a comparable DTC plus retail store model and personalization angle.
- Aurate: DTC fine jewelry brand competing in the gold, lab-grown diamond, and demi-fine categories that Kendra Scott now targets with its $100-$2,100 lab-grown diamond line. Direct overlap on customer demographic and digital-first growth model.
- Brilliant Earth: DTC jewelry retailer focused on ethically sourced and lab-grown diamonds with bridal as a core vertical. Directly comparable to Kendra Scott's expansion into lab-grown diamonds and bespoke engagement rings for young couples.
Broad incumbents
- Pandora: Global mass-market jewelry brand with deep wholesale presence and charm/personalization heritage (relevant to Color Bar). Wider price and geographic footprint but operates in adjacent segments, especially personalized charm jewelry.
- David Yurman: Established American fine and fashion jewelry designer with retail stores, licensing partnerships (eyewear), and brand-equity-led pricing. Comparable brand-led, design-forward jewelry model and experiential retail approach at a higher price point.
- Tory Burch: Multi-category American lifestyle brand spanning apparel, accessories, footwear, and home with retail stores and licensing. Comparable lifestyle-platform strategy and accessible-luxury positioning, though jewelry is one of several categories.
- Madewell (J.Crew Group): Lifestyle apparel and accessories retailer with a strong female customer base and product categories (apparel, accessories, footwear, home) that overlap with Kendra Scott's Yellow Rose and lifestyle expansion. Comparable customer demographic and omnichannel strategy.
- Signet Jewelers (Kay Jewelers, Zales): Largest specialty jewelry retailer in the U.S. with mall-based and omnichannel presence across fine and bridal jewelry. Overlaps with Kendra Scott on bridal/engagement and mid-market jewelry retail, though at a more mass-market price tier.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Kendra Scott Design social profiles
Digital presenceKendra Scott Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kendra Scott Design leadership team
Management profileNumber of profiles
Profiles4 records
Kendra Scott Design funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kendra Scott Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kendra Scott Design
What does Kendra Scott Design do?
Kendra Scott Design designs, manufactures, and sells gemstone-inspired fashion and fine jewelry — including necklaces, bracelets, earrings, and rings — through a three-tier model of wholesale, owned experiential retail stores, and e-commerce. The brand's signature Color Bar™ customization experience allows customers to personalize pieces in-store and virtually, while a formal licensing model extends the brand into eyewear, apparel, fragrance, and home goods in partnership with category-specific collaborators.
Is Kendra Scott Design a public or private company?
Kendra Scott Design is a private company. It is classified as venture growth investor backed and is currently operating.
When was Kendra Scott Design founded?
Kendra Scott Design was founded in 2002. It employs 1,001 to 5,000 people.
Where is Kendra Scott Design based?
Kendra Scott Design is headquartered in Austin, United States, in the North America region.
How does Kendra Scott Design make money?
Five revenue lines are on record. Retail Store Sales are the primary driver. The others are E-commerce Direct Sales, licensing Royalties, wholesale and Partner Retail and hospitality Revenue.
Who are Kendra Scott Design's main competitors?
Direct peers on record are Mejuri, BaubleBar, Gorjana, Aurate and Brilliant Earth. Broad incumbents are Pandora, David Yurman, Tory Burch, Madewell (J.Crew Group) and Signet Jewelers (Kay Jewelers, Zales).
Does Kendra Scott Design have an API?
No public API is recorded for Kendra Scott Design.
What industry is Kendra Scott Design in?
Kendra Scott Design's product category is Fashion Jewelry. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAKAHAG, Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones). Its NAICS code is 458310 and its SIC code is 5944.