Kendra Scott is growing her Yellow Rose label with its first retail stores.
The accessories designer, who launched the Western-inspired accessories sub-label last year, is embarking on a robust retail expansion strategy starting with Yellow Rose’s first store opening on Friday in Austin’s South Congress neighborhood across the street from the Kendra Scott flagship.
Scott, who established her namesake jewelry label in 2002, debuted Yellow Rose first as a collection under her jewelry label, and ultimately decided to spin it off into its own brand after seeing how well the products performed among customers.
“I didn’t just want it to be a collection,” Scott said about Yellow Rose. “It was part of Kendra Scott, but I wanted it to be something much bigger than that, so we created Yellow Rose by Kendra Scott as its own stand-alone brand that we could really bring in a full lifestyle with hats, boots, this vintage Western apparel and jewelry, of course, but really stay true to that whole aesthetic.”
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Yellow Rose’s Austin store will offer the brand’s wide range of items across apparel, jewelry and accessories. It will also showcase the brand’s recent collaborations with country singers Dolly Parton and Lainey Wilson, as well as its apparel collection with Wrangler. The store will also debut Yellow Rose’s upcoming category expansions, including hats this winter and boots next spring.
“This brand is bringing a ton of new customers,” Scott said. “That’s what I was so excited to see. As we did this test period over the last few years, many of our heritage customers that have been with the brand for over 20 years are absolutely going nuts for this collection, but in addition to that, we are seeing this younger generation — college, early 20s and 30s — coming from all over the United States.”
Yellow Rose’s Austin flagship will offer interactive experiences too, such as a bar and a hat customization area. The store will also carry styles from independent female artisans and designers.
“There’s a resurgence of Western — you’re seeing it with some of the biggest brands out there from Louis Vuitton and others,” Scott said about the popularity of Yellow Rose. “We’ve been living this my whole life. This is part of my lifestyle. This is part of who we are and so for us to give this authentic voice to this kind of style and excitement that we’re now seeing happening all around the world in a really authentic way is really resonating with customers.”
Going forward, Scott is opening Yellow Rose stores in Houston and Dallas this winter and a store in Nashville next summer.
