For the past 10+ years, CEO Tom Nolan has helped actualize the mission of Kendra Scott — to create a brand that tapped into philanthropic issues and supported local communities. This mission has undoubtedly resonated, with the namesake brand becoming a household name for jewelry-lovers nationwide.
While the purpose-driven brand has a substantial presence in retail stores, including Amazon, The Paper Store, Bloomingdale’s and specialty small businesses, it also has developed a powerful acquisition funnel through collaborations with Disney, LoveShackFancy and even Dolly Parton. But Kendra Scott’s own stores are increasingly becoming a powerful growth vehicle for the brand, largely thanks to its community-driven approach, which is why brick-and-mortar expansion is a top priority. In 2025, that means opening 20 new stores, adding to its current network of more than 147 locations nationwide.
“One of the most important lessons we’ve learned is that a winning in-store experience isn’t one-size-fits-all,” Nolan said in an interview with Retail TouchPoints. “While consistency in brand identity is key, flexibility is just as important. What works in one location may not resonate in another, which is why we take the time to understand the unique needs of each market.”
With charitable giving being a core tenet of the Kendra Scott brand, Nolan and his team also prioritize creating in-store experiences that “extend beyond the transaction. Stores are spaces for connection, celebration, and giving back. This is what keeps customers coming back — not just for the product, but for the feeling they get when they walk through our doors.”
How do Nolan and the broader Kendra Scott team plan to apply these principles while scaling the business into new states and communities? Nolan sat down with Retail TouchPoints to share perspectives on:
- How to be relevant to consumers across different markets and generations;
- Why executive leadership empowers store managers to be “CEOs of their locations”;
- Ways to design spaces that are brand-relevant yet tailored to local communities; and
- The distinct role Yellow Rose by Kendra Scott will play in the brand’s expansion strategy.
Retail TouchPoints (RTP): With new store openings top of mind for Kendra Scott this year, what data and insights are you using to inform your strategy and approach?
Tom Nolan: As we look into our retail expansion for 2025 and beyond, we are focused on identifying key markets that align with our values and growth goals, from ‘Fashion’ to ‘Family’ and ‘Philanthropy.’ First and foremost, we look at internal data and insights such as consumer behavior trends and wholesale performance metrics to help understand demand trends. To identify successful locations and demographics, we monitor store growth data and evaluate historical sales and growth patterns from existing stores. Finally, we conduct White Space Analysis studies to help identify untapped markets.
All these insights, combined with an understanding of what each market needs, help inform our decisions in choosing the right locations for our next set of stores. We see our retail spaces not just as places to shop but as places where customers can connect with our brand on a deeper level, whether through our Color Bar experience or through one of our Kendra Gives Back Events hosted in-store. Our retail expansion is about being thoughtful and strategic, not just expanding for the sake of growth. It’s about making sure each store fits our overall goals.
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RTP: Do you use pop-ups and activations to test possible markets?
Nolan: Pop-ups and activations have always been a key part of our strategy.. They give us the chance to experiment with fresh ideas and get real-time feedback.
A recent example of this was when we launched Yellow Rose by Kendra Scott, our western-inspired lifestyle and accessories brand, in 2023. During rodeo season, we took our brand on the road to major cities in Texas, bringing it straight to customers with our mobile Tiny Home. This experience allowed us to immerse people in the Yellow Rose world while getting instant feedback that would shape the next steps.
The response was impactful, and we could see how strongly people connected with Yellow Rose. From there, we began integrating Yellow Rose into our existing Kendra Scott stores, creating hybrid spaces where both brands lived together. The excitement from our customers was incredible, and we moved forward with plans for standalone Yellow Rose stores, starting with our flagship in Austin, which opened October 2024, followed by Dallas and most recently Houston, which opened earlier this year.
This entire journey, from the Tiny Home to our brick-and-mortar stores, was shaped by the insights we gathered hitting the road and listening to our customers, which helped us build something truly special that resonates with them.
RTP: How do you empower store managers to be “CEOs of their locations”?
Nolan: At Kendra Scott, we’ve built a culture of empowerment that runs through every level of our business, but where it truly comes to life is in our retail stores. Kendra, from the very beginning, understood the importance of connecting with our customers and creating a meaningful experience. Whether or not a customer makes a purchase, it’s that authentic interaction that can spark a deeper connection and, ultimately, lead to a sale. This philosophy is rooted in our ‘Family’ pillar — we want our customers to feel like family.
That’s why it’s so important that our store managers have a real sense of ownership over their locations, giving them the freedom to create those memorable moments. We also prioritize investing in training and development, making sure our store managers stay closely connected with headquarters and leadership for guidance and support. We cut through any red tape to ensure they have everything they need to succeed.
RTP: And how does Kendra Scott ensure that all stores represent the heart of each unique market, both in terms of store experience but also design?
Nolan: As we continue to grow, we’re always looking for ways to make our retail spaces feel more connected to the communities we’re part of. In 2023, we introduced a fresh store design with warmer color palettes and arches that not only create a cozy, welcoming vibe but also naturally guide customers to our product displays. On a local level, we’re adding personal touches that truly capture the essence of each city.
For instance, we recently gave our San Diego store a makeover with tropical plants, accent chairs and design elements that reflect the city’s relaxed, beach-town spirit. Going forward, we’re focused on bringing the unique energy of each community into our store designs through furniture, colors and finishes that speak to the local feel.
RTP: Are there any other ways Kendra Scott stores have had to evolve to create a better, more streamlined customer experience?
Nolan: As we’ve grown, one of the biggest design evolutions came with our store redesign in 2023. We have moved to a more open-air plan that creates an inviting space where customers can interact with our products and each other. This change wasn’t just about aesthetics — it was about listening to our customers and ensuring our retail experience reflected their needs.
Even though we’re a large company now, we still approach everything with the mindset of a small business: agile, responsive and always open to feedback. Like our CMO always says, ‘Don’t let someone else be your ears.’ Our leadership team makes it a point to talk to our customers regularly, so we can understand what works best in each location and keep the brand experience real and authentic.
RTP: Would you say Yellow Rose by Kendra Scott is a viable example of how Kendra Scott has leaned into localization?
Nolan: Definitely. Kendra moved from Kenosha, Wis. to Texas when she was 16 years old. She has called Texas home ever since. Austin, in particular, is where Kendra Scott was born, and she credits this city and the environment here with allowing her business to flourish. Her deep connection to the state, along with the Western lifestyle that comes with it, inspired her to create Yellow Rose by Kendra Scott, centered around the modern cowgirl. When we launched, we focused on Texas first, where Western culture isn’t just a trend — it’s a way of life.
The journey from concept to reality began with a simple question: How could we honor Western heritage while keeping it fresh, stylish and accessible? We introduced Yellow Rose as a test during Texas rodeo season in 2023, and it became clear that the Western aesthetic resonated with our customer. From rodeo fans to those embracing the ‘coastal cowgirl’ trend, we saw a cultural moment unfold that confirmed Yellow Rose had the potential to connect with a much broader audience. But we also knew that expansion needed to be thoughtful.
Looking ahead, we’re being very intentional about where we open Yellow Rose stores. Just like with Kendra Scott, where our first three retail locations were in Austin, Dallas and Houston, it made sense for us to open Yellow Rose by Kendra Scott stores in those same cities. These are places where we’ve built strong community roots, and we know these cities are the perfect markets to tap into first. Our goal is to honor the Western spirit while evolving in a way that feels natural and true to our customers — no matter where they are.
RTP: What role will Yellow Rose play in the broader Kendra Scott business as it continues to expand? What are your plans for it moving forward?
Nolan: We have two Yellow Rose by Kendra Scott retail locations right now — one in Austin and one in Dallas, with Houston on the way soon. The same ethos that made Kendra Scott what it is today has carried over to Yellow Rose as well. The design, use of color, shape and materials at attainable price points all align with the essence of our Yellow Rose brand. What’s most meaningful to us is our partnership with Nest, a U.S.-based nonprofit that brings together artisans, retailers and philanthropies to share the beauty of handcraft around the world. Every purchase we make through this partnership helps support their incredible cause.
RTP: In what other ways do you successfully hyper-target store design and experience for local markets without losing the brand’s broad, multi-generational appeal?
Nolan: Philanthropy is woven into the fabric of everything we do. With over 26 brand stewards supporting this strategy, our Marketing Philanthropic Managers play a key role in ensuring that each region is actively engaged in giving back. This effort not only fosters authentic relationships but also drives meaningful impact at a hyper-local level. In 2024 alone, Kendra Scott hosted over 12,500 Kendra Gives Back (KGB) events. At a time when consumers are seeking deeper connections with the brands they support, we’re proud to lead with a humanized approach that truly makes a difference.
Since opening our first store in 2010, we’ve intentionally used our retail spaces as community-driven hubs, reinforcing that same spirit of connection and philanthropy. Through the KGB program, we empower customers to host local gatherings in support of causes that matter to them, with 20% of proceeds going directly to their cause. This initiative has been truly transformative, strengthening our ties to the communities we serve and ensuring that every store is more than just a retail space.
RTP: What experiences and services will Kendra Scott lean into most over the next year?
Nolan: Looking ahead at 2025, our focus is on deepening customer relationships and building loyalty through personalized experiences that celebrate life’s milestones. While we don’t have a traditional loyalty program, we know our customers come to us for special occasions like birthdays and anniversaries, and we aim to be there for these moments. We’re enhancing our in-store and online experiences where customers can create and connect with the brand in meaningful ways.
For awareness and acquisition, our community-driven approach has been highly effective. In the long term, our focus is on our core pillars and ensuring every facet of the business reflects our goals of Family, Fashion, Philanthropy.