FORBES: Inside Kendra Scott’s Retail Expansion And New Yellow Rose Stores

By Brin Snelling

Apr 11, 2025 at 03:31pm EDT

Kendra Scott, an Austin-based jewelry brand known for vibrant designs and engaging retail experience, is making significant strides in its expansion across the United States. With over 150 stores already operating nationwide, the brand aims to open another 25 this year. So far, it has opened three locations in Asheville, NC, Arlington, TX, and Beavercreek, OH. Alongside this growth, Kendra Scott opened its third Yellow Rose store in Houston, reflecting a new chapter for the brand.

CEO Tom Nolan highlights the strategic importance of physical retail: “Physical retail represents the largest portion of our business. More importantly, it’s a great way to connect with the customer, and I think physical retail is really there to have your brand, outside of great wholesale partners, come to life.”

While Kendra Scott is now synonymous with colorful jewelry and personalized retail experiences, its initial journey into retail was not without setbacks. The brand’s founder, Kendra Scott, initially avoided traditional retail after an unsuccessful venture into hat stores. Nolan explains, “Our retail business was really born out of failure. Kendra had a hat store years ago before starting Kendra Scott and had one physical location in Austin, which failed. She had completely sworn off retail and had strictly a wholesale business at Kendra Scott for the first dozen years of our inception.”

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