Sign on the facade of the Kendra Scott store on Santana Row in Silicon Valley, San Jose, California, December 14, 2019.
Smith Collection | Photo archives | Getty Images
Kendra Scott, a jewelry brand best known for its unique pendant necklaces, is becoming the latest company to join the Western wear trend.
The company announced its first boot collection Wednesday as part of 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 people don’t know this, but in the other half of my life, I take off my heels in the boardroom, put on my boots and head to my ranch,” founder Kendra Scott told CNBC.
Scott, who lives in Texas, said she grew up incorporating Western clothing, from denim to cowboy boots, into her everyday style, in what she calls a “gorgeous, timeless, classic look.” Slowly, Scott said he saw the trend take hold across the world.
“I sit here and I’m like, well, this is my everyday life. This is authentically who I am and what I do,” Scott said. “I also noticed that there were a lot of Western brands that put the cowboy first and then thought about the girl later… so I was really excited to create a brand that would put the cowgirl first, but make it more modern.”
Kendra Scott’s expansion into Western wear rides on a larger wave of companies leaning into the style. The rapidly growing cowboy boot market is expected to reach $538.6 million by 2035, according to Future Market Insights.
Other companies are taking note. Retailers like Gap And Levi’s are marketing and innovating more denim products in what has become a “denim war.” Wrangler is an exclusively Western clothing brand that leveraged the trend and elements of American pop culture like the hit TV show. “Yellowstone” and celebrities like Beyoncé embrace the cowgirl aesthetic.
Of course, more Western clothing options for consumers means tougher competition for Kendra Scott as she enters the space.
Branching
Scott decided to create Yellow Rose in 2023. The in-house brand eventually grew into separate physical stores that incorporate Western style into its jewelry designs. Scott said the company quickly saw customer enthusiasm for the unique style, but that was just the tip of the iceberg of the brand’s potential.
Over a two-year period, the company tested modern Western clothing designed specifically for women, Scott said. The boots, she said, follow the custom shapes the jewelry brand is known for and include stitching and embroidery that gives them a “more modern touch.”
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 men and women.
Yellow Rose by Kendra Scott, first boot collection
Source: Kendra Scott
And the first boot collection is just the first step toward building a bigger wardrobe, Scott said.
“We’ve been at this for almost 24 years and have really staked our claim as a premier jewelry design brand,” Scott said. “We have built trust and connections with our customers for two decades now, which allows a brand like mine to now be able to think about [more]”.
Yellow Rose, named after Scott’s ranch and the flower of Texas, is opening its fourth location – and first outside of Texas – in Q4 2025 in Nashville, Tennessee.
The launch of the boots comes after the company diversified into the eyewear sector earlier this year, entering into a licensing deal with Marchon Eyewear.
Scott said the move into Western wear is an important next chapter for the brand.
“It’s exciting because I think we’re in a really amazing place at Kendra Scott where the next 20 years are really going to be something that’s literally going to be like ‘hang your hat,’ because we’re on this launch pad where we’ve really been able to build that trust,” Scott said. “When we launch a new category, we make sure we fill a gap in the market and do it with our own digital footprint.”