Kendra Scott’s lab-grown diamond collection is the latest growth push from the jewelry brand, which entered Target last year.
The U.S. fashion industry might be obsessed with New York and Los Angeles — but there’s plenty of style and business in between. , the Lone Star star, who founded her jewelry brand with $500 in seed money in 2002 and built it into a big business with a middle-America approach to experience-based retail and a philanthropic bent.
“They’ve carried Disney product and Apple, brands we admired for years, but still it was a scary proposition,” he said. “We launched in a really targeted way with only 153 of their roughly 3,000 stores as really a beta test and wanted to make sure we had exclusive product at a sharp price point, really train their staff to make sure that it could be a similar customer experience, whether you were in Target or one of our retail stores.
The good news for Kendra Scott is that many of the people who don’t yet know the brand fall into its sweet spot. It has donated more than $65 million to local, national and international causes and plans to stay at it with product collaborations, in-store events and foundation. The company hosted more than 21,000 events last year, further connecting it with the communities where it has stores.
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