Dive Brief:
- Marking its expansion beyond Texas, Yellow Rose by Kendra Scott is opening a flagship store in Nashville, Tennessee, the company announced Thursday.
- The flagship location will sell a curated selection of jewelry, hats, boots, apparel and other lifestyle pieces. Shoppers can personalize their hats at the Hat Customization Atelier and shop Kendra Scott’s signature Color Bar experience.
- The store will also feature the brand’s first cocktail bar, dubbed Beau’s Bar. The hospitality experience has a menu designed to honor both Texas and Nashville, and is meant to offer “an immersive, elevated experience uniting Western authenticity, luxury craft, and the art of gathering.”
Dive Insight:
The new Yellow Rose by Kendra Scott store opening marks the Western brand’s continued expansion following its 2023 launch. In 2024, the brand built out its brick-and-mortar presence in Texas with its Austin, Dallas and Houston openings.
Yellow Rose plays with more vintage-inspired merchandise than Kendra Scott and is focused on a Western lifestyle. The stores offer products across categories like hats, footwear, apparel, home goods and more.
“For me, western style has always been about independence, confidence and individuality,” Kendra Scott, founder and chief visionary officer, said in a statement. “With Yellow Rose by Kendra Scott, we’re interpreting those elements through a modern fashion lens, creative pieces that move effortlessly in all stages and moments in life. Nashville felt like the perfect place for our first flagship beyond Texas.”
Along with launching and expanding its Yellow Rose brand, Kendra Scott has added other products to its namesake brand. In 2023, Kendra Scott launched a collection of fragrances in three scents: Ruby Musk, Amber Aura and Jade Blossom. The following year, the retailer debuted its lab-grown diamond collection.
Kendra Scott is operating with new leadership at the helm; the retailer appointed Chris Blakeslee as its new chief executive in January. Blakeslee joined the company from Athleta, where he served as CEO of the activewear brand from 2023 to 2025. With a new CEO, Kendra Scott transitioned out of the role but remains the company’s majority shareholder, executive chairwoman and chief visionary officer.
