Kendra Scott’s journey to success is a story of grit, passion, and an unwavering commitment to empowering women. From launching her first small business to leading a billion-dollar jewelry empire, Kendra Scott faced countless challenges along the way. Yet, with every setback, Kendra found a way to turn obstacles into opportunities, showing that resilience is the key to achieving your dreams.
What makes Kendra Scott’s brand truly special is its broad appeal—there’s something for everyone, and it’s not uncommon to see three generations of women shopping together. Her company has grown to over 2,500 employees over 138 stores nationwide, and products in more than 1,000 specialty stores. Although she opened her first retail store in 2010, Kendra’s journey started long before that.
Growing up in Wisconsin to creating an empire in Austin, Kendra dropped out of college at 19 to start her first business, The Hat Box, inspired by her stepfather, who was battling brain cancer. Although the hat business eventually failed, it laid the groundwork for her next venture.
In 2002, just after the birth of her first son, Kendra began creating jewelry for her shop, which sold out almost instantly. She saw a gap in the market for unique, affordable handcrafted pieces made in unique shapes with beautiful semi-precious stones. Pieces that were attainable but timeless.
Lessons in Resilience: Turning Setbacks into Success
With just $500 in her spare bedroom, she started her jewelry business, going boutique to boutique in Austin – far from the coastal fashion hubs of New York and LA. Through incredible determination and a strong commitment to her values, she’s created a brand that empowers women.
In her memoir, Born to Shine, Kendra shares these lessons, centered around the theme of hope. She emphasizes that no matter where you come from or how many times you’ve been told “NO,” anything is possible. Through the ups and downs, Kendra is extremely honest about her struggles and self-doubt. Kendra’s story is one of resilience, designed to inspire women on their own journeys.
Lessons from Kendra Scott’s Journey
Lesson 1: Turn Rejection into Opportunity
Kendra Scott faced numerous rejections throughout her career, but she didn’t let them define her. Starting a jewelry business in Austin, away from the major fashion hubs, only added to the challenges. Many doors closed in her face. She encountered countless rejections, from banks refusing her loans to investors turning her down.
Instead, she turned every “no” into motivation. Whether it was a failed hat business or buyers who initially dismissed her jewelry, Kendra saw setbacks as steppingstones to success. She reminds us that every rejection is just the beginning of a new opportunity.
During the 2008 recession, Kendra almost lost her business, but she remained committed to her core values—family, fashion, and philanthropy. She believes failure is a key part of success, seeing missteps as the bridge to the next opportunity. Kendra reminds us that every “no” can be the start of something greater. For her when she heard a “no”, she got excited – game on. When Neiman Marcus declined her jewelry lines, Kendra kept the dialogue open by sending notes, cookies, and new collections. Over time, her persistence paid off, proving that setbacks aren’t permanent—they’re lessons.
Kendra embraces the mindset that every challenge is an opportunity to rethink, pivot, and move forward. She believes that everything we desire is on the other side of fear—like a roller coaster that seems daunting at first but leaves us exhilarated once we take the ride.
Mental Wellness Takeaway
Rejection can feel like a personal blow, but it doesn’t define you. In fact, it’s often a gateway to a new direction. Kendra suggests finding mentors to guide you through these moments and help you keep moving forward. When you feel stuck, remember that persistence is key, and each setback is just a stepping stone toward your bigger vision.
Lesson 2: Empowering Women Through Community
One of Kendra Scott’s core values is empowering women by creating a supportive community. In a world that often pressures women to “do it all,” Kendra Scott believes in letting go of the unrealistic “superwoman” image. “It’s okay to ask for help,” she says, emphasizing that we are stronger when we come together as women, lifting each other up. Empathy, she believes, is a powerful tool for female leaders to support and empower others.
With 96% of her employees being women, Kendra prioritizes a workplace where women can succeed professionally and personally Kendra’s business model prioritizes “Family First” and fosters a supportive environment for her employee. She believes we can be stronger as women when we are vulnerable – which allows us to create a village of love, support, and no judgment. Kendra says, “When women hold hands and join forces, we are unstoppable. It’s a point for all of us when a woman succeeds”.
Through her Entrepreneur Leadership Institute at the University of Texas, Kendra continues to inspire and strengthen the next generation of courageous, creative women leaders.
Mental Wellness Takeaway
Female empowerment isn’t just about achieving personal success. It’s about building a community where women feel supported, valued, and understood. When we are vulnerable, we create bonds that help us thrive. Surround yourself with a VIP Circle of women who lift you up and offer empathy when you need it most.
Lesson 3: Lead with Love and Kindness
Kendra Scott believes that love and kindness are essential in both business and life. “We Lead with our hearts at Kendra Scott.” At Kendra Scott, the brand’s core mission is to ensure that everyone who walks through their doors feels “seen, valued, loved, and heard.”
The goal is to spread joy—not just with beautiful jewelry but by fostering a positive and welcoming experience for customers. Kendra’s passion shines through in every aspect of her business, from the customer service to her philanthropic efforts.
Kendra also believes in hiring for heart, passion, and kindness, and then train for skills. Her corporate headquarters reflects her family-first values, offering wellness rooms for nursing moms, a manicurist, and even a smoothie bar for employees. Whether it’s through her company’s philanthropic efforts or fostering a positive store environment, she emphasizes making people feel valued and supported.
Mental Wellness Takeaway
We all have the power to spread joy and positivity. Kendra’s approach reminds us that when we lead with love, we can make a real difference in the lives of others—and in our own. A smile, a kind word, or a small gesture can brighten someone’s day, and that ripple effect is contagious.
Lesson 4: Giving Back as a Core Value
Philanthropy is deeply embedded in the Kendra Scott brand. In fact, philanthropy is at the heart of Kendra Scott’s brand, with a focus on women, children, health, education, and empowerment. Her stepfather taught her that we have a very short time on this earth and while we’re here we have immense and innate value. Every one of us is here for a reason. He taught her to ask, “What will your mark be, and how will you leave the world better?” This philosophy shaped the core values of her company—family, fashion, and philanthropy—which have sustained her business through its ups and downs over the past 20 years.
After losing her stepfather to brain cancer, Kendra began hosting “Kendra Gives Back” events and created the Kendra Scott Foundation (KSF). To date, Kendra Scott has donated over $50 million to women and children’s charities, finding satisfaction in using her platform for good. One of her most magical programs, Kendra Cares, brings joy to over 45 pediatric hospitals and oncology departments, allowing patients and families to design custom jewelry through a mini color bar experience.
As Kendra says, “My stepfather once told me the greatest thing I could do with my life was to use my talents to improve the lives of others around me. I carry those words with me every day.” Thoughtful giving, she believes, should be meaningful and something you truly care about.
Mental Wellness Takeaway:
Giving to others can enhance your own mental well-being. Whether it’s through volunteer work, acts of kindness, or simply being there for someone in need, giving back creates a sense of purpose and fulfillment. It connects you to something greater than yourself and helps you feel grounded.
Lesson 5: Connection Before Transaction
One of the things that sets Kendra Scott apart is her focus on “connection before transaction.” She believes people need human touch and a sense of community, which is why her brick-and-mortar stores are so important. At her stores, customers can design their own jewelry, pick up and try on pieces, and enjoy a personalized experience.
Kendra’s philosophy is that building human connections is more important than just making a sale. She actively listens to what her customers want and need, understanding that if people leave with a smile and a great experience, the transaction will naturally follow. Whether that comes directly from them or sharing their great experience they had with your company or brand.
Kendra also didn’t want her jewelry hidden behind glass cases. She wanted customers to pick it up, feel it, and try it on as part of the experience. To her, selling is simply an exchange of money for a product or service—nothing “icky” about it. She believes businesses should either solve a problem or bring joy, and she strives to fill her customers’ lives with pleasure and happiness. She believes you’re either a pain killer or pleasure filler.
Mental Wellness Takeaway
True success in life comes from meaningful relationships. In a world that can sometimes feel transactional, focus on genuine connection. Whether in business or personal life, when you listen and understand others’ needs, you create lasting bonds that are far more valuable than any quick win.
Lesson 6: Surprise and Delight
Every day, Kendra Scott wakes up every day asking, “How am I going to surprise and delight my customers today?” This mindset of constant creativity and joy is what drives her to create memorable experiences that keep customers coming back. She encourages others to ask: How could you put your personal touch on your business? If something is popular in business and lots of people are doing it, what are you doing to make it different and your own?
Kendra compares opening her signature yellow bag to the magic of releasing a butterfly, inspired by her mother’s Mary Kay sales experiences. (Read chapter 8 to find out why everything Kendra is yellow) She also believes in hiring people with heart—those who are kind and passionate—and training them for skills later. Walking through the doors of a Kendra Scott store is meant to be a wonderful experience, leaving customers with a smile. At Kendra Scott, they really love people, want to spread joy and want to feel good, not just look good.
As a child Kendra thought fashion was magic, believing you can be anyone you wanted. Kendra also believes in being your authentic self. Just be you, flaws and all, which are beautiful. Just as flawed gemstones are rarer and more valuable, Kendra encourages us to see our own “imperfections” as what makes us truly special. She shares that the drusy stone, one of her signature designs, comes from the gray unattractive geo rock, until it’s cracked open to reveal sparkling beauty inside.
Her message is clear: Know who you are, be proud of your path, and own it. It’s yours and no one else’s. Kendra believes standing out in your own way is what makes you irreplaceable.
Mental Wellness Takeaway
Incorporating surprise and delight into your everyday life can boost your mood and the mood of those around you. Whether it’s a small act of kindness or going the extra mile for someone, the positive energy you put out will come back to you. Hiring for heart, both in work and in friendships, will help you build a team or a support network that uplifts you.
Final Thoughts: Embracing Passion, Resilience, and Giving Back
Kendra Scott’s story shows that success is built not just on passion, but also on resilience and giving back. By staying true to her values and empowering those around her, she has created a lasting legacy that continues to inspire. Whether you’re building a business or pursuing a personal goal, remember that setbacks are just stepping stones and that your values can guide you through challenges.
Take inspiration from Kendra’s journey—lead with love, build with purpose, and empower others along the way.
Resources
- Kendra Scott
- Abundant Ever After Podcast with Cathy Heller Podcast – Kendra Scott on How to Shine, Do Good & Build a Life You Love
Full Disclosure – I madly adore Kendra Scott! My friend, Chrissy, first introduced me to her flagship store in Austin back in 2019, and I was instantly wowed by the gorgeous stones and the creative color bar. Now, it’s the only jewelry I wear – and I might just have a little addiction! My local store knows me so well—especially when they see my bright yellow Jeep roll in! After reading her book and listening to her interviews, I fell even more in love with her positive and uplifting energy. Her values of family, fashion, philanthropy and women’s empowerment is truly inspiring to me. Let’s just say, my jewelry box is as full as my heart!
MORE WELLNESS INSPIRATION
- 3 EMPOWERING MINDSET QUOTES TO BUILD A POSITIVE FEELING
- 7 KEYS TO SUCCESSFUL WOMEN FRIENDSHIPS: BUILDING MEANINGFUL CONNECTIONS AS AN ADULT
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