GOAL DIGGER

How Kendra Scott Built A Billion-Dollar Brand with Purpose

Jenna Kutcher 

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May 13, 2024

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When you picture what the ultimate ‘success’ looks like for you and your business, what do you see?

  • An empty calendar and a life of freedom and flexibility?
  • Your name on the New York Times Best-Seller List?
  • 6, 7, or 8 zeros in your bank account?
  • Seeing your products on the shelf at your favorite retailer?

Success looks different for all of us, but I can tell you one thing for sure: many of us can’t even dream of the level of success that Kendra Scott has achieved in just two decades.

Kendra is the brilliant brains and businesswoman behind her billion dollar namesake brand, which is known for its design and material innovation, use of color, and signature shapes.

Kendra Scott jewelry is a rare brand that manages to look ultra-high-end while being affordable. Within the span of 20 years, Kendra turned a $500 investment into a billion-dollar jewelry empire and operates 115+ stores with some SERIOUS hustle!

A jewelry designer, entrepreneur, Mom of three, author and philanthropist, Kendra lives her life by three core values: Family, Fashion and Philanthropy. She created a brand and culture that authentically values giving back and making a positive difference in the community.

Kendra always says, “Do good first. Sell jewelry second,” as she explains in her memoir, Born to Shine. To further her commitment to empowering women and youth in the areas of health and wellness, she launched the Kendra Scott Foundation in 2023, which serves local, national and international causes benefiting women and youth.

Not only do I love her jewelry, but she has a heart of gold too. In this episode, we chat about the ups and downs of each season of business, how she’s stayed grounded with all of her success, how taking risks is a large part of the reason she’s built such a successful brand, and so much more.

I can’t wait for you to hear this conversation, so let’s dive in!

What Is Your Version of Success?

Early in our conversation, I asked Kendra something I’ve been dying to hear her thoughts on: Is BIGGER always better?

Kendra had such a thought-provoking response, saying that the most important thing to her is her family’s happiness. Spending quality time with her children, being present for them, and creating joyful moments with her family are key indicators of success for her! 

To Kendra, as long as her business (no matter how big or small) allows her to spend as much time with her family as possible, then she feels successful in both her personal and professional life.

Kendra’s Dedication to Giving Back

Kendra didn’t just build a brand to make money… She built her brand to make an impact, too. In our conversation, she shares her journey of incorporating philanthropy into her business, emphasizing the joy and fulfillment that comes from helping others. 

Kendra’s commitment to giving back and making a difference in the lives of women and children reflects her definition of success as extending beyond personal achievements to include positively impacting the community and society at large.

She initially started infusing this passion into her business by volunteering time and creating jewelry pieces for charity events, even when her business was in its early stages. This initial commitment to philanthropy eventually grew as the company expanded, leading to the establishment of Kendra Cares events in pediatric hospitals and the Kendra Scott Foundation.

By integrating philanthropy into the core values of the company, Kendra has been able to create a culture where employees were passionate about giving back. The company’s grassroots approach involved employees in different regions identifying community needs and supporting local causes.

This not only allows the company to make a positive impact but also fosters a sense of unity and purpose among the team members, which is SO inspiring to me!

How Kendra Built A Personal Brand

Building a personal brand carries a significant sense of responsibility and authenticity, according to Kendra. In this episode she shares how her company was initially named after her simply because she started selling jewelry under her name…. But this decision eventually led to the brand becoming synonymous with her identity.

She emphasized the importance of being a positive force in all aspects of her personal life, as it reflects on the brand. Kendra takes her role as the face of the brand seriously, understanding that her actions and values directly impact the perception of the company.

Furthermore, Kendra Scott’s personal involvement in philanthropic efforts and community engagement showcases how a personal brand can extend beyond just a name. By aligning the brand with causes that are meaningful to her, Kendra has integrated her personal values into the core of the company.

This authenticity and genuine commitment to giving back not only reflect positively on the brand but also resonate with customers and employees who share similar values!

Connect with Kendra

As you can probably tell, this episode really highlights the fact that a personal brand is not just about the individual but also about the values, character, and impact they bring to the brand.

Kendra’s approach to incorporating her personal experiences, values, and philanthropic efforts into the brand’s DNA demonstrates how building a personal brand goes beyond just a name or a logo. It involves embodying the brand’s values, being a role model, and using the platform to make a positive difference in the world.

If you’re inspired by Kendra’s story, grab the brand new paperback version of her memoir, Born to Shine! You can also follow her on Instagram or browse Kendra Scott Jewelry on their website.


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A small town Minnesota photographer, podcaster, educator and puppy rescuer, my happiest days are spent behind my computer screen sharing my secrets with the world. I'm glad you're here.

I’m an expert at online marketing, a nerd when it comes to the numbers, and my obsession is teaching others how to make a living doing what they love (without it taking over their life). 

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