The Yellow Rose by Kendra Scott, the flagship store in Austin, TX.
Courtesy: Douglas Friedman
Kendra Scott, the company best known for its jewelry and single-pendant necklaces, is becoming the latest retailer to join the Western wear trend.
The company on Wednesday announced its debut boots collection in an expansion outside of the accessories market. The brand will offer three styles, available in men’s and women’s, as part of the Yellow Rose by Kendra Scott line focused on Western style.
“A lot of folks don’t know, but in the other half of my life, I take my heels off in the boardroom, and I throw my boots on and head to my ranch,” founder Kendra Scott told CNBC.
Scott, who lives in Texas, said she grew up incorporating Western wear from denim to cowboy boots into her everyday style, in what she calls a “beautiful, timeless, classic look.” Slowly, Scott said she saw the trend take hold across the globe.
“I’m sitting here going, well, this is my life everyday. This is authentically who I am and what I do,” Scott said. “I also noticed that there were a lot of Western brands out there that put cowboy first, and then they later think about the girl … so I was really excited to create a brand that put cowgirl front and center, but make it more modern.”
Kendra Scott’s expansion into Western wear rides a larger wave of companies leaning into the style. The fast-growing market for cowboy boots is projected to reach $538.6 million by 2035, according to Future Market Insights.
Other companies are taking notice. Retailers like Gap and Levi’s are marketing and innovating more denim products amid what’s become a “jeans war.” Wrangler is an exclusively Western wear brand that has leveraged the trend, and parts of American pop culture like the hit TV show “Yellowstone” and celebrities like Beyoncé are embracing the cowgirl aesthetic.
Of course, more Western wear options for consumers means tougher competition for Kendra Scott as it enters the space.
Branching out
Scott set out to create Yellow Rose in 2023. The in-house brand eventually became separate brick-and-mortar stores that incorporate Western style into its jewelry designs. Scott said the company quickly saw customer excitement about the unique style, but it felt like the tip of the iceberg of the brand’s potential.
Over the course of two years, the company tested modern Western apparel that was specifically designed for women, Scott said. The boots, she said, tie in the custom shapes that the jewelry brand is known for and include stitching and embroidery that give them a more “modern twist.”
Scott said the collection is a “labor of love” with a specially shaped toe, a unique combination of leather and suede, multiple color choices and options for both men and women.
Yellow Rose by Kendra Scott’s debut boots collection
Source: Kendra Scott
And the debut boot collection is just the first step toward building out a larger wardrobe, Scott said.
“We’ve been at it for almost 24 years and really put our stake in the ground as this premier jewelry designing brand,” Scott said. “We’ve built trust and connection with our customer over two decades now, and that allows a brand like mine to be able to now think about [more].”
Yellow Rose, named after Scott’s ranch and the Texas flower, is opening its fourth location – and the first outside of Texas – in the fourth quarter of 2025 in Nashville, Tennessee.
The boots launch comes after the company branched out into eyewear at the beginning of this year, entering into a licensing agreement with Marchon Eyewear.
Scott said the step into Western apparel is a significant next chapter for the brand.
“It’s exciting because I think we’re at a really amazing place at Kendra Scott where this next 20 years is really going to be something that is kind of like literally, ‘hold on to your hat,’ because we’re on this launching pad that we’ve really been able to build that trust,” Scott said. “When we launch a new category, we make sure that we’re filling a void in the market and that we’re doing it with our own unique fingerprint.”
