The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
Kendra Scott has made a (major) name for herself by building a brand that’s as much about community as it is about style. In 2024, her 22-year-old namesake brand continued to break new ground.
“This year has been filled with ‘pinch me’ moments,” Scott said. Among them was the launch of the Dolly Parton x Kendra Scott collaboration, launched in November. Styles included the 1974 Necklace inspired by Parton’s song “Love Is Like a Butterfly,” which was a tribute to love, joy and self-expression — values that also lie at the heart of the Kendra Scott brand. “Dolly’s authenticity and creativity have always inspired me,” Scott said.
The year also saw the opening of the Yellow Rose by Kendra Scott flagship store in Austin, on the lively South Congress Avenue. Kendra Scott introduced the Western-inspired Yellow Rose spinoff brand in early 2023. “South Congress is where my journey began,” Scott said, explaining that her core brand’s first store opened on the strip. “This [new] store is not just about products — it’s about celebrating heritage, craftsmanship and community.”
Kendra Scott’s collaborations have played a large role in the brand’s growing influence. This year, its partnerships with Target, Wrangler and Barbie introduced it to new audiences. “The Barbie Collection 2 [released last July] drove 35% new customer growth,” Scott said. Meanwhile, the Kendra Scott x Target launch, which debuted in 2023, has sold out multiple times.
Philanthropy has remained a central priority for the brand. “We’re committed to empowering women and youth,” Scott said. In November, the brand’s Yellow Rose Initiative partnered with Nest’s Women of the West Fund to offer mentorship and support to artisans across the American West. And, to date, the 2-year-old Kendra Scott Foundation, supporting women and youth in health and entrepreneurship, has held over 11,700 Kendra Gives Back fundraising events.
Kendra Scott’s partnership with 65 Equity Partners, established in September, has been key to the brand’s category expansion and retail growth, to 138 stores. It’s also fueled double-digit annual annual revenue gains, to $500 million. In March, the brand introduced lab-grown diamonds.
“We want every [brand] experience to feel special and meaningful,” Scott said. “As we continue to grow, we’re committed to staying authentic to who we are and delivering meaningful experiences that inspire and empower the communities we serve.”
