The delightful sight of yellow Kendra Scott boxes nestled under the Christmas tree brings joy to people of all ages, alongside traditional holiday staples like turkey and mistletoe. This season, the brand is a popular choice for tweens, college students, and mothers alike.

The Elisa necklace, known as the brand’s signature piece, is frequently spotted on high school and college students, reminiscent of the resurgence of the Tiffany & Co. necklace in the early 2000s.

Kendra Scott now boasts 149 stores nationwide, with plans to open at least 20 more in the coming year. This growth was not initially part of Scott’s vision.

Starting her career as a 19-year-old college dropout, Scott aimed to create fashionable hats for women undergoing chemotherapy. However, sales were disappointing, leading her to close her store. Nonetheless, there was still demand for her handmade jewelry, which eventually became popular among teens. Today’s Kendra Scott brand is not only a favorite among young people but also appeals to mothers through its more sophisticated diamond pieces, sometimes worn by celebrities like Kristen Bell.

During a virtual chat, Scott enthusiastically showcases a potential new item for her billion-dollar brand.

“Are you dying? Are you dead?” Scott exclaims, flaunting a longhorn necklace adorned with a diamond-studded face and golden horns. This piece is likely to attract University of Texas fans, as the longhorn symbolizes their mascot, appealing to those captivated by the Western lifestyle. Living in Austin, Scott intended to wear this necklace to the Nov. 23 game, where UT triumphed over the University of Kentucky, to gauge reactions.

Though it might appear minor, gathering customer feedback is crucial to Scott’s successful business model.

“I frequently remind myself: I’m not in charge; my customer is my boss,” Scott stated, emphasizing the importance of keeping her clients satisfied through active engagement in stores and conversations with them.

While Kendra Scott enjoys popularity among middle schoolers, Scott has broadened the brand’s appeal through partnerships, such as the recent collaboration with Dolly Parton, and initiatives like pop-up shops at various college campuses.

This Dolly Parton collection, launched in November, attracted 44% of customers who were newcomers to the brand, celebrating the 50th anniversary of Parton’s iconic album “Love Is Like a Butterfly.” Scott expressed her aspiration, saying, “We have so much more to achieve. Each morning, I think, ‘What can I do today to amaze and please my customer?’ Our entire team shares this mindset.”

Moreover, she aims to launch two new Yellow Rose locations in 2025, featuring a Western-themed store that emphasizes cowgirl-inspired fashion, including jewelry.

On a warm day in November, Andrea Morgan, 39, shops alongside her 13-year-old daughter, Lorelei, at the Kendra Scott store in Friendswood, Texas, seeking a gift for Andrea’s mother’s 70th birthday.

“This might be her first piece from Kendra Scott,” Andrea noted.

Lorelei appreciates the brand’s vibrant colors, while Andrea prefers the more understated designs.

“I definitely love receiving Kendra Scott jewelry for occasions like my birthday, Christmas, and Mother’s Day,” she shared. “It’s adorable, timeless, and offers an affordable luxury.”

On the same day, 22-year-old Cole Reed searches for a thoughtful gift for his girlfriend’s upcoming birthday and their first Christmas together. He’s on the lookout for something delicate, like a gold cross or slender bracelets. He’s confident that a sparkly piece from Kendra Scott will be a “safe bet” since the brand is highly favored among his peers.

One contributing factor to Kendra Scott’s success is its appealing price range, with items like the popular Kendra Elle earrings starting at just $60. Additionally, it’s a charming way to show team spirit on game days. Kendra Scott also employs campus representatives, known as Gems, to enhance brand recognition.

Scott highlights, “They’re engaged in community service events at their colleges and actively promote Kendra Scott.”

Scott often visits university campuses to connect her brand with students. “We make an effort to understand them and engage with them at campus events, providing activations,” she explains. On her “Hey Elisa!” tour last fall, which spanned eight locations, Scott recalls that “300 students were waiting in line in the morning while we offered them coffee and jewelry.”

She has made visits to “sorority houses in Alabama, Michigan, UT, and more,” she shares. “The students are thrilled when I ask them for feedback, which has proven to be incredibly helpful.” She was curious about why customizable pieces at the brand’s Color Bar weren’t appealing to college students, so she reached out to students at UT’s Kendra Scott Women’s Entrepreneurial Leadership Institute for insights.

Scott found out, “The styles we offered at Color Bar were either too sophisticated or too juvenile for that demographic. We had to align with trendier, simpler layering pieces. After revamping Color Bar, we noticed a notable increase in engagement from college students.”

Scott realizes how vital the college demographic is, as they have the potential to influence both older and younger generations.

<p“The younger girls look up to the college students,” she notes. “Moms observe their daughters and think, ‘Oh, that’s a trendy look. Should I change out these jeans, dear?’ That demographic greatly shapes what is considered stylish in fashion, making it essential to target.”