How Kendra Scott Built an Austin Jewelry Empire That Gives Back
Twenty years in, Kendra Scott reflects on building a global brand and growing her foundation’s impact in health, education and entrepreneurship
Few brands have captured Austin’s heart quite like Kendra Scott’s. In 2002 with just $500, Kendra Scott created one of the most beloved, notable jewelry brands in the city. Today, as founder, executive chairwoman and chief visionary officer, Scott leads a billion-dollar company recognized worldwide for its vibrant colors and iconic silhouettes, yet one that has never left its Austin roots.
Scott has always believed that building a great company and doing good in the world go hand in hand. In 2019 she established the Kendra Scott Women’s Entrepreneurial Leadership Institute at the University of Texas at Austin, giving women and creative thinkers the tools and community to turn their ideas into real change. She deepened that commitment in 2023 with the launch of the Kendra Scott Foundation, which works to empower women and youth across health and wellness, education and entrepreneurship.
We caught up with Kendra Scott to reflect on 20 years of growth, giving back and the staying power of a brand built from the heart.
What was the original inspiration for opening Kendra Scott? Does it still hold true today?
KS: I saw a need in the market for attainable, quality jewelry that was color and design-led. I started small — $500 and a dream — going door to door to boutiques in Austin, Texas, with my three-month-old by my side. I sold to friends and grew through word of mouth within the local community. From day one, I knew I wanted to give back, whether that meant donating a pair of earrings to a local charity auction or supporting causes close to home. The way I started became the foundation for who we are today. Everything we do still operates under our core pillars of family, fashion and philanthropy.
Trends have come and gone during your many years in business. Is there a trend of the past that you’d like to bring back?
KS: Everyday, dainty gold pieces that are easy to layer have been in for quite some time, but I’ve been loving the return of mixed metals — silver and gold together — along with statement pieces. It’s been fun to see bold moments come back through cool, structural earrings, pendants and bracelets. And with the renewed love for Western style showing up in mainstream fashion and culture, it’s been incredible to explore that inspiration even more through our latest brand extension, Yellow Rose by Kendra Scott. It’s my love letter to Texas, and we’re having so much fun designing (and serving) that modern cowgirl.
What is something that has stayed the same for your business after all the years?
KS: Our core pillars have always been our north star. After 24 years in business, I’m still incredibly proud of the relationships we’ve built within the communities we serve — especially here in Austin and the surrounding areas. From our long-standing partnerships with Dell Children’s Hospital to the University of Texas, this city has supported us since day one. Austin is our home, and giving back here is part of who we are. Long after I’m gone, that commitment to this community will continue.
What do you think has contributed most to Kendra Scott’s staying power in Austin?
KS: Being authentically ourselves and staying true to that. Always leading with a customer-first mentality and showing up for our customers in ways they don’t expect. We operate under the principle of connection over transaction, and I truly believe that’s why we’ve continued to grow and evolve alongside our customers for more than two decades.
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