Kendra Scott launches shoe collection

Kendra Scott, a jewelry brand known for its one-piece necklaces, has become the latest company to join the western wear trend.

The company on Wednesday announced its first collection of shoes as part of an expansion beyond the accessories market. The brand will offer three styles, available for men and women, as part of Kendra Scott’s Yellow Rose line that focuses on Western style.

“A lot of people don’t know, but the other half of my life, I take my shoes off in the board room, put my shoes on and head out to my farm,” Kendra Scott, the company’s founder, told CNBC.

Scott, who lives in Texas, said she grew up incorporating Western clothing from jeans to cowboy boots into her everyday style, in what she calls a “classic, beautiful, timeless look.” Slowly, Scott said she saw the trend taking hold around the world.

“I’m sitting here, ‘Okay, this is my life every day. This is who I really am and what I do,'” Scott said. “I’ve also noticed that there are a lot of Western brands that put the cowgirl first, and then they think of the girl later…so I was very excited to create a brand that puts the cowgirl first, but makes it more modern.”

Kendra Scott’s expansion into Western wear is riding a larger wave of companies leaning into this style. The fast-growing cowboy boot market is expected to reach $538.6 million by 2035, according to Future Market Insights.

Other companies are taking notice. Retailers love gap and Levy It markets and creates more denim products amid what has become the “jean wars.” Wrangler is an exclusive western wear brand that has promoted the trend and parts of American popular culture such as the popular TV show “Yellowstone” and celebrities like Beyoncé are embracing the cowgirl aesthetic.

Naturally, more Western clothing options for consumers means tougher competition for Kendra Scott as she enters the space.

Scott went on to create Yellow Rose in 2023. The in-house brand eventually became separate brick-and-mortar stores incorporating Western style into their jewelry designs. The company quickly noticed customers’ enthusiasm about the unique style, but it seemed like the tip of the iceberg of the brand’s potential, Scott said.

For two years, the company has been testing modern Western clothing designed specifically for women, Scott said. She said the shoes tie in the custom shapes the jewelry brand is known for and incorporate stitching and embroidery that gives them a more “modern touch.”

Scott said the collection is a “labor of love” with a specially shaped vamp, a unique blend of leather and suede, and multiple color options and options for both men and women.

Scott said the first shoe collection is just the first step toward building a larger wardrobe.

“We’ve been in this business for almost 24 years and have put our stake in the ground as this leading jewelry design brand,” Scott said. “We have built trust and connection with our customers over two decades, and this allows a brand like mine to now be able to think about… [more]”.

Yellow Rose, named after Scott Ranch and the Texas flower, will open its fourth location — and first outside of Texas — in the fourth quarter of 2025 in Nashville, Tennessee.

The launch of the shoes comes after the company branched out into eyewear at the beginning of this year, entering into a licensing agreement 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 great place at Kendra Scott, where the next 20 years are going to be something that’s literally like, ‘Hold on to your hat,’ because we’re on that launch pad where we’ve really been able to build that trust,” Scott said. “When we launch a new category, we make sure that we fill a void in the market and that we do so with our own unique footprint.”