Attire Accessories - Feb/Mar 2018 (Issue 68)

130 ATTIRE What’s the inspiration behind the company and its products? The idea that inspired me to start designing jewellery was simple: I wasn’t finding the pieces I was looking for. I saw a white space in the market for gorgeous, quality designs made with genuine stones at an attainable price point. So, I decided to make my own. You recently opened your first retail venture outside North America, in Selfridges.Why did you choose London as an international location for expansion? I always dreamed of growing Kendra Scott into a global legacy brand, but my team and I wanted to be thoughtful about our plans to expand. It needed to be at the right time for my company, and with the right partners. Selfridges was the perfect match, because we both believe in putting the customer first. When Harry Selfridge founded his department store, he was on a mission to create an unparalleled shopping experience for his clientele. When I started my company, I took the same approach. I wanted to create a jewellery store that felt warm and welcoming, as if my customers were being invited into my own home. We believe in treating shoppers like family, and we strive to give them that ‘wow’ level of experience every day. I couldn’t have chosen a better partner to help me introduce our brand to the UK. Have you noted any particular retail trends emerging in recent years, such as the growing demand for personal and customisable pieces? I have certainly seen more demand for personalised jewellery. I launched our own customisable experience in 2010, before the trend had swept the industry, because I wanted every woman to have the same opportunity I did as a designer. Our Colour Bar service enables a customer to visit a store, choose from over 60 styles and more than 30 stone options, and walk out minutes later with a personalised design in hand.This makes up 15% of our overall business, and I expect that it will only grow with the increasing interest in this area. I understand that philanthropy is a core tenant of your business – could you tell us a little more? At Kendra Scott, philanthropy is an integral part of everything we do. From the beginning, we have been a company that values giving back and making a positive difference in our community. This year to date, we have partnered with more than 3,000 organisations to host over 9,000 events in our local markets, working towards an annual giveback goal of $5 million. I am excited to extend our commitment to philanthropy to the London community as well. In November, we partnered with Great Ormond Street Hospital for their Shop Wear Care fundraising event, and we will continue to support causes in the city. Will you be exhibiting at any trade fairs this year? We are currently exploring a variety of opportunities for partnerships and events outside the US, which could include trade fairs, so stay tuned! What are your long-term plans for the jewellery brand? Over the last 15 years, I have worked relentlessly to build my business, growing this dream of mine from a $500 project in my spare bedroom, to a brand that I’m proud to say is valued at over $1 billion today. I have a team of trusted and talented leaders to guide my company in the right direction, building upon my goal to become a global brand. Opening our new shop-in- shop here in London is an inspiring step in that direction. A London Calling Jewellery designer, Kendra Scott, tells us about the launch of her first retail venture in the UK Contact Kendra Scott 0800 123 400 kendrascott.com